Reliance Industries Ltd's (RIL) retail arm Reliance Retail Ltd on Tuesday, November 1, launched an athleisure brand, Xlerate, on its new commerce platform, AJIO Business.

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The brand caters to the unique requirements of sports and fitness enthusiasts who seek style and comfort in their fitness journey. It offers a wide variety of high-quality, functionally-superior sporting merchandise and footwear that deliver industry-leading style and convenience, Reliance Retail said.

Xlerate has something on offer for every value segment, with prices starting at Rs 699. The brand reflects the spirit of fitness-conscious young men and women of India who take an active interest in sports.

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Hardik Pandya

Further, Reliance Retail has signed ace Indian cricket all-rounder Hardik Pandya as its brand ambassador. AJIO Business partners with retailers and merchants across the country to empower them with an extensive portfolio of 5,000-plus fashion and lifestyle brands.

The products offered by Xlerate include sports shoes, athletic and lifestyle footwear, apparels such as track pants, T-shirts, shorts, and other accessories. Xlerate products are exclusively available on AJIO Business.

Any retailer in India, including small-sized general sports stores and fashion retail outlets, can place an order for Xlerate products by registering on AJIO Business.

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Speaking on the Xlerate launch, Akhilesh Prasad, President and CEO — Fashion and Lifestyle at Reliance Retail, said Xlerate is sure to delight the value-conscious consumer with its superior and affordable product offering.

Commenting on his association with Xlerate, Hardik Pandya said, "I am pleased to associate with Xlerate. I think they have an extremely stylish and comfortable range of products. Their brand ideology, ‘Don’t brake, Xlerate,’ resonates with my philosophy in life, to continue working hard with self-belief and intensity."

Disclaimer: Reliance Industries Ltd. is the sole beneficiary of Independent Media Trust which controls Network18 Media & Investments Ltd.

(Edited by : Shoma Bhattacharjee)