In 2010, Deepak and Rayna Juneja saw a void amidst India’s bustling sports market. While international brands dominated the premium segment, and a vast unorganised sector catered to the budget-conscious, there was a glaring absence of a domestic brand offering quality at accessible prices. Fueled by a vision of an active and healthy India, the founders envisioned Dida, an activewear brand built on the pillars of affordability and excellence.
Starting with the B2B market, Dida established a network of distributors and sports shops, ensuring their products reached every corner of the country. The company’s dedicated professionals provided consistent quality and service, driven by the motto “I’m Active, We Are Active” – a call to action for a healthier India.
The name “Dida” itself embodies Mr. Juneja’s vision. “DI” represents the women’s collection, while “DA” represents the men’s, symbolising inclusivity and empowerment. After solidifying its B2B presence with several exclusive brand outlets (EBOs), Dida embarked on a bold expansion strategy in 2021. Launching its e-commerce platform (didasports.com) and partnering with leading online retailers like Flipkart, Amazon, Ajio, Myntra, Nykaa, and Meesho opened the company’s doors directly to consumers nationwide.
Further strengthening their team, Dida brought on board industry veterans like Chetan Agarwal, an expert in fabric and raw material sourcing, and Ankush Mehra, a leader in supply chain operations and retail technology. This infusion of expertise fueled Dida’s commitment to innovation and efficiency.
The brand’s core values – Discipline, Integrity, Dedication, and Active/Action/Attitude – resonate in every aspect of its operations. This is evident in their:
- Commitment to quality: Dida prioritises high-quality materials and manufacturing processes, ensuring their products meet international standards at affordable prices.
- Sustainability focus: Recognising the apparel industry’s environmental impact, Dida actively incorporates recycled materials into its collections, promoting an eco-conscious approach.
- Community engagement: Through partnerships with sporting events and associations, Dida actively sponsors and supports athletes and initiatives promoting health and fitness nationwide.
Dida’s journey is marked by milestones like being the official co-sponsor of the Indian Olympic team for the 2012 London Olympics, kitting partners for Pune City FC in the Indian Super League (ISL) in 2014, and partnering with Pro Kabaddi teams Puneri Paltan and Jaipur Pink Panthers. These collaborations highlight Dida’s dedication to supporting Indian sports and athletes.
Looking ahead, Dida’s aspirations go beyond commercial success. The founders envision a future where their activewear inspires and empowers individuals to embrace a healthy and active lifestyle.
