Fitness boost for Reebok India

Bollywood film stars have helped make fitness fashionable

Reebok India is benefiting from a recent fitness craze that has seen sales of its gym equipment and exercise clothing soar.

When the Indian subsidiary of Reebok set up in 1995, the fitness segment contributed about 12% of the firm's turnover - this grew to about 30% in 2001.

Exercise and sportswear have become fashionable, largely because top Bollywood actors have been working out and wearing the clothing of big-name manufacturers in their films.

People are also working harder and realise they need to keep fit, Subhinder Singh, Reebok India executive director sales and marketing told the BBC's World Business Report.

Tradition with technology

Reebok India has tried to offer the latest products and gadgetry to customers in this growing industry as well as offering fitness counselling its stores.

Many Indian women walking or running in the park still wear the traditional dress for women, the shalwar chemise.

Reebok has designed a sports version of this outfit using the latest sports fabrics.

Sporting sportswear

The sports and fitness industry was dormant when Reebok launched in India in 1995, according to Mr Singh.

There were few gyms and most people didn't include regular exercise as part of their routine.

Over the last few years fitness has become fashionable.

"If you look at film stars today in our films...they are pretty fit...and they spend a lot of time and energy in keeping themselves that way - they workout regularly," said Mr Singh.

As yet, Reebok has not actually sponsored any film stars to wear their products.

Growth in the number of gyms and increased education has also contributed to the increasing popularity of fitness regimes, as have changes in working practices.