This Indian Runner Turned his Problem into an Activewear Brand: The Aguante Story

The sweltering heat of an Indian summer marathon can test even the most seasoned runners. But for Manoj Thakur, co-founder and CEO of Aguante, it wasn't just his endurance being tested—it was his patience with ill-fitting, poorly designed sportswear that seemed oblivious to India's unique climate and body types.

Manoj’s transformation from weekend warrior to sportswear entrepreneur began with a spontaneous decision in 2013. "I read about the Pune Marathon in a newspaper and decided to sign up for the half marathon," he recalls. What started as an impulsive entry evolved into a life-changing pursuit that would eventually take him to world majors like Berlin, London, and Tokyo Marathons, with plans to conquer Chicago next.

But it was during those countless training miles and race days that Manoj, who brought over 15 years of apparel and fashion industry experience through his multi-brand retail chain Bodybasics, began to notice a glaring gap in the market. "As I ran longer distances and trained harder, I faced consistent challenges with the running gear available in India," Thakur explains. "Most of it was designed with non-Indian body types and climates in mind. Fit, breathability, durability, and functionality were constant issues."

The problems were multifaceted. Global sportswear brands, he observed, focused heavily on footwear while treating apparel as an afterthought. The running gear that was available often featured poorly placed seams, non-breathable fabrics, and inconsistent sizing. Products that did work came with unjustifiably high price tags, being mostly imported options that weren't even designed for India's demanding climate conditions. "There were very few options built for the Indian runner, and even fewer that genuinely understood what we go through on a long run," the co-founder notes.

The Birth of Aguante

Armed with his retail experience from Bodybasics and intimate knowledge of consumer behaviour, Thakur saw an opportunity to create something different. Aguante was formally launched in 2018, initially supported by the existing Bodybasics retail footprint. However, the real transformation came post-COVID when the brand went all-in, rebranding and relaunching with a direct-to-consumer model in April 2024.

The brand name itself – Aguante, which means "endurance" in Spanish, reflects the founder's philosophy and the target audience's mindset.

What sets Aguante apart is its focus on functionality over flash. "We select our materials with one guiding principle: function must follow form – every fabric choice must enhance a runner's experience," Manoj emphasises. The brand uses high-quality moisture-wicking polyester and nylon fabrics, incorporating spandex for stretch functionality where needed. Soon, they'll be introducing products made with recycled polyester, aligning with growing sustainability concerns.

“But the real innovation lies in the details that matter to runners,” Manoj says. The apparel requires flat seams and minimal stitching to reduce friction and chafing, comes with perforated ventilation zones for enhanced airflow, stretch panels that offer a full range of motion, anti-odor and anti-static finishes for added comfort and reflective detailing for safety during early morning or evening runs "Our USP lies in engineering gear that disappears on your body," Thakur explains. "No riding up, no chafing, no distractions."

The Unconventional Marketing Approach 

Unlike many brands that rely solely on laboratory testing, Aguante takes a grassroots approach. Every product undergoes extensive testing by runners, not in controlled environments, but out on the road during actual training sessions, races, and recovery runs. The brand tests, iterates, and refines based on real-world feedback from its core community.

This approach has paid dividends. Products like Aguante's split shorts, race-day singlets, and compression half-tights have become go-to choices for runners across major Indian cities, including Mumbai, Delhi, Bangalore, Pune, and Hyderabad. In an industry dominated by celebrity endorsements and flashy advertising campaigns, Aguante has chosen a different path. The brand has grown entirely through word of mouth, community credibility, and authentic user stories.

"We believe our customer wants gear that works and not just hype," the CEO states. "For us, the right marketing fit is community engagement, user-generated content, race-day visibility, and partnerships with grassroots running clubs." The strategy resonates with their core customer base: serious recreational runners aged 18-50, both men and women, who value performance and community over marketing glitz. The brand has also attracted gym-goers, CrossFit enthusiasts, and fitness lovers who appreciate Aguante's technical strength and comfort.

The success in running apparel has opened doors for expansion. Aguante is currently developing new categories, including running and training jackets designed for Indian winters and rainy conditions, as well as yoga pants focused on comfort, stretch, and durability for low-impact activities and recovery. "Innovation will continue to be user-led and purpose-built," Thakur promises, staying true to the brand's community-first approach.

What started as a solution to one runner's gear frustrations has evolved into something much larger. "Aguante was born out of a runner's need, but it has grown into something far bigger," the racer reflects. "It's a performance wear brand that champions purposeful movement, whether you're chasing a personal best on race day, grinding through strength training, or flowing through a yoga session."