India is witnessing a change in the way sports and fitness have been perceived in the past few decades. The most important one being sportswear. This project focused on understanding the consumer, their perception of sportswear, how and where do they wear them, their spending capacity and the missing gaps in the market to facilitate the launch of a new sportswear brand. A sales channel strategy for a new sportswear brand was formulated through referral marketing. The sales channel allows the fitness experts, gym instructors, dietitians, etc. to sell and recommend these products to consumers.