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What is Blissclub? 🤔

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Why pick Blissclub? 🤷🏾‍♂️

I got a chance to work at Blissclub in the initial days where I helped the brand to set-up the business over the marketplace and managed it along with P&L operations it, so I have seen the brand from the Early stage to reaching PMF.

2. Scale of operation
   Customer Count - 3 lakh + Users, Across Online, Offline & E-commerce channel.
   Almost 4.2 + Rating over 35,000 + Reviews
3. Funding to date
   Raised $20.3M Seed round from Eight Roads Ventures, Elevation Capital & Angel investors in 2021 till date.
   
   Over just 3 years they have expanded the business into 5 more categories and 100 + new products. They have grown the business within a span of two years from 0.4cr in 2020-2021 to 72.1cr in 2022-2023
   

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Elevator Pitch

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Do you ever struggle to find activewear that’s both stylish and functional, leaving you uncomfortable during your workout?

Do you wish your leggings could keep up with your high-intensity training, yoga sessions, or morning runs?

If your answer is YES, then Blissclub is here to transform your fitness journey. Loved by thousands of active women across India, Blissclub is your go-to destination for premium women’s activewear.

With Blissclub, you get more than just leggings. You get high-performance gear designed for comfort, durability, and style. Simply visit our website, explore our wide range of products tailored to different workouts, and get them delivered to your doorstep.

Say goodbye to the compromise between fashion and functionality—Blissclub leggings move with you, not against you.

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Issue Addressing

Over 52.6% of Indian women more than 30 crore are physically inactive, many held back by insecurities about their body shape. This stops now, Our mission is to get every woman in India moving daily, shatter the barriers of self-doubt, and ignite a movement of confidence. At Blissclub, we believe every woman's body is powerful and unique, and it's time she embraces it fully. We're here to empower her to own her strength, redefine her limits, and fall in love with herself like never before.

We're crafting the most skin-comforting, stylish, and innovative products for Indian bodies, available in all sizes. Our designs are not just functional but also tailored to move with you, ensuring comfort and style in every step.

Squat at the gym, kick back at work, sit cross-legged on a plane, or do a cartwheel in the park—wherever life takes you, and however you choose to move, we’ve got you covered. #KeepMoving

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Understand your Product

Blissclub is on a mission to redefine activewear for women, focusing on comfort, functionality, and style. They are designing products that women can wear all day—whether they're working out, running doing yoga, or just relaxing.
The core value proposition lies in creating innovative, skin-comforting products that empower women to move freely and confidently in any activity. Blissclub isn’t just about activewear; it’s about enhancing the everyday lives of women by providing them with the comfort and flexibility they deserve.

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Reviews (80 - 85% of business comes from bottom wear itself)

Strengths

• Ultimate Comfort, Fit, and Stretch
• Inclusive Sizing, No Camel Toe, and Handy Pockets for Everyday Convenience
• Style and Design
• Versatile Enough for Both Workouts and Office Wear

The core
Weakness

• Tight Waistband Fit
• High Pricing
• Return and Exchange Difficulties
• Subpar Customer Support
• Durability Issues
• Back Pocket issues along with product length

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Understanding Core Value Proposition

Blissclub's products are crafted specifically for Indian women who need comfortable and versatile clothing for all activities, from yoga and gym sessions to casual outings. The brand is on a mission to empower every woman to stay active in her daily life. Unlike other brands that cater primarily to Western body types, Blissclub focuses on creating size-inclusive products tailored to Indian bodies which are body hugging, Their activewear offers the perfect combination of Fabric, Fit, and functionality, addressing common issues like having less pockets, and not enough stretch, don't last too long, too tight to wear them for hours and workout in it.

Customer reviews

• Why did you choose us over our competition?
  Our customers choose us because of the superior functionality and size inclusivity we offer. The comfort and stretch of our products are unparalleled, and they retain their quality and appearance even after extended use, outlasting other brands.
• Why do you keep doing business with us?
  Customers continue to choose us because our products provide exceptional comfort and effectively meet their needs. The unique, lightweight material ensures they don't feel heavy, allowing for all-day wear in any setting.
• What words would you use to describe our company?
  If I had to describe blissclub in one word, it would be Bodyhugging.
• If you were referring a friend to our business, what would you tell them about us?
  I’d tell them that blissclub offers the most stylish and comfortable leggings, equipped with extra pockets that meet all your needs, making them perfect for any activity or occasion.
  
  

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User Journey

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The Core Value Proposition are

• Size Inclusivity: We design our products to cater to all sizes, ensuring a perfect fit for the diverse body shapes of Indian women.
• Comfort & Fit: Our fabric is incredibly light and breathable, providing unmatched comfort. It offers just the right amount of stretch, making it ideal for all types of activities, so you can move freely and feel at ease all day long.
• Functionality: Our activewear is equipped with ample pockets, designed to hold everything you need—from your phone to your earbuds and keys—keeping you prepared for anything.
• Versatility: Whether you're at home, out for a run, practising yoga, hitting the gym, or even attending a party, our products are versatile enough to keep you looking stylish and feeling comfortable.
• Quality and Durability: We use premium fabric that ensures longevity. Our activewear provides a balanced stretch, so it never feels too tight or too loose, maintaining its shape and comfort over time.

Understanding the Users

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Understanding your ICP

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B2C Table

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​ICP prioritization table

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Understand Market

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Blissclub App Onboarding Journey

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The biggest issue I encountered was the inability to cancel my order after placing it—there was no option available. Although the FAQ section mentions that cancellations are not allowed, this was not clearly communicated before I made the purchase. Additionally, the referral program was only highlighted after the order was placed.

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Competitor Strategy

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Competitor Acquisition/Retention/Onboarding/Monetization Model

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Players like Nika, Cultsport and HRK are highly focusing on partnership as a channel for their customer acquisition.

Opportunity for Growth at Category Level

Macro Research

Tshirt is the most popular Athelisure category, so by just focusing over it will help the brand to improve the topline business for them

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Globally, tops account for 40-45% of athleisure sales, while at Blissclub, bottomwear contributes 80-85% of revenue.

New Trends

The sustainable clothing market is expanding rapidly across the Asia-Pacific region, with many brands increasingly prioritizing eco-friendly and sustainable products. For example, Satva is known for its focus on environmentally friendly and sustainable offerings.

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Technology to explore

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Direct & Indirect Competition

Competitors

Direct Competitors:

1. Cultsport: Known for its activewear designed for both high-performance activities and casual wear. Cultsport offers a range of products that overlap with Blissclub’s athleisure line.
2. Cava: Focuses on offering a broad range of styles and categories in athleisure, operating in both men’s and women’s segments.
3. HRX: Founded by Hrithik Roshan, HRX offers a broad range of activewear and fitness apparel, catering to a similar target audience as Blissclub.

Indirect Competitors:

1. Decathlon: Provides a wide range of affordable and functional sportswear and activewear, appealing to budget-conscious consumers and covering many similar categories.
2. Zivame: Known for a broad selection of women’s intimate wear and activewear, directly competing with Blissclub’s offerings in the women’s athleisure segment but not in the same price point.
3. Clovia: Offers a range of women’s athleisure, including activewear and sportswear, competing with Blissclub’s product line in terms of both product types and target demographics.

Differentiation

What Sets Blissclub Apart:

1. Size Inclusivity: Blissclub’s emphasis on being a brand for all sizes differentiates it from competitors, especially in a market that increasingly seeks inclusive options.
2. Mission-Driven Brand: The focus on encouraging movement and body positivity is a unique selling point that resonates with a specific segment of the market.
3. Community Engagement: Traditional offline activations and community-building efforts provide a unique touch compared to digital-first competitors.
4. Quality Offering - Blissclub provide the best quality product which are durable and last longer than others.

Competitors' Unique Selling Points:

1. Cultsport: Offers a diverse range of high-performance and stylish activewear, catering to both fitness enthusiasts and casual wearers.
2. Cava: Known for its extensive styles and categories, covering both men’s and women’s athleisure, although not focused on sustainability.
3. HRX: Benefits from celebrity endorsement and a broad product range that includes both high-performance and casual activewear.
4. Decathlon: Competitive pricing and a wide product range that appeals to value-seeking consumers.
5. Zivame: Extensive range of women’s intimate and activewear, often with strong promotions. & affordable price.
6. Clovia: Competitive pricing and a wide selection of women’s athleisure and sportswear & low price point.

Competitors to Watch

Current Threats:

1. Cultsport: Competitive due to its broad activewear range and focus on both performance and style.
2. Cava: A significant competitor due to its extensive styles and categories, appealing to a wide range of customers.
3. HRX: The celebrity endorsement and extensive product line make HRX a strong competitor in the local market.
4. Decathlon: Its broad range better pricing and expansion capacity.
5. Zivame: Strong presence in women’s intimate and activewear categories.
6. Clovia: Competitive offerings in women’s athleisure, with frequent promotions and diverse product lines.

Potential Future Competitors:

1. Emerging Local Brands: New entrants focusing on niche markets or innovative products could disrupt the market.
2. International Brands Expanding into India: Global brands entering the market with competitive offerings may pose a future threat. (Lululemon entering in Indian market)

Competitor Features or Propositions

Features or Propositions Competitors Have that Blissclub Doesn’t:

1. Advanced Fabric Technology: Competitors like Cultsport and HRX may offer advanced fabric features that Blissclub does not currently emphasize.
2. Broad Range of Styles and Categories: Cava’s diverse range of athleisure styles for both men and women provides a broader selection compared to Blissclub.
3. Celebrity Endorsements: HRX’s association with Hrithik Roshan enhances its brand visibility and appeal.
4. Competitive Pricing: Decathlon’s affordable pricing and Zivame’s frequent promotions are strong selling points.
5. Extensive Product Range: Clovia’s wide selection of women’s athleisure and sportswear.

Reasons Behind These Gaps:

1. Strategic Choice: Blissclub may prioritize size inclusivity and community engagement over fabric technology or extensive style ranges.
2. Resource Limitation: Developing advanced fabrics, expanding product lines, or engaging in high-profile endorsements requires significant investment, which might not align with Blissclub’s current strategy.

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TAM/SAM/SOM

TAM (Total Addressable Market)

Step 1: Define the Total Population of Women in India

Total Population of India: 1,400,000,000

Percentage of Women: 48.5%

Total Women in India: 1,400,000,000 × 48.5% = 679,000,000 women (679 Million)

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Step 2: Segment Women by Age Group

Percentage of Women Aged 20-50: 30-35% (We have considered 30%)

Total Women Aged 20-50: 679,000,000 × 30% = 203,700,000 women

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Step 3: Segment Women by Tier 1 and Tier 2 Cities

Percentage of Women in Tier 1 and Tier 2 Cities: 35%

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Women Aged 20-50 in Tier 1 and Tier 2 Cities: 203,700,000 × 35% = 71,295,000 women

Women Aged 20-50 in Tier 3 and Rural Areas: 203,700,000 × 65% = 132,405,000 women

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Step 4: Identify the Target Segments for Athleisure/Activewear

1 - Women Who Workout in Tier 1 and Tier 2: 71,295,000 × 25% = 17,823,750 women

Potential Customers from Workout Segment: 17,823,750 × 65% = 11,605,438 women

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Women Who Don’t Workout in Tier 1 and Tier 2 Cities: 71,295,000 × 75% = 53,471,250 women

Potential Customers from Non-Workout Segment: 53,471,250 × 10% = 5,347,125 women

Total Potential Customers in Tier 1 and Tier 2 (Aged 20-50): 11,605,438 + 5,347,125 = 16,952,563 women

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2 - Women Who Workout in Tier 3 and Rural Areas: 132,405,000 × 5% = 6,620,250 women

Potential Customers from Workout Segment: 6,620,250 × 40% = 2,648,100 women

Women Who Don’t Workout in Tier 3 and Rural Areas: 132,405,000 × 95% = 125,784,750 women

Potential Customers from Non-Workout Segment: 125,784,750 × 5% = 6,289,238 women

Total Potential Customers in Tier 3 and Rural Areas (Aged 20-50): 2,648,100 + 6,289,238 = 8,937,338 women

Step 5: Adjust for Affordability and Target Market

Segment 1: Tier 1 and Tier 2 Cities

Affordable Customers in Tier 1 and Tier 2: 16,952,563 × 50% = 8,476,282 women

Segment 2: Tier 3 and Rural Areas

Affordable Customers in Tier 3 and Rural Areas: 8,937,338 × 20% = 1,787,468 women

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Total Affordable Customers (All Tiers, Aged 20-50): 8,476,282 + 1,787,468 = 10,263,750 women

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TAM (Total Addressable Market):

Total Users: 10,263,750 women

ARPU (Average Revenue per user) / - 2400 INR

TAM - Total Users X ARPU

TAM - 10,263,750 × 2400 INR = 24,632,999,999 INR (24.6 Billion)

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SAM (Serviceable Addressable Market):

SAM = TAM x Target Market Segment

SAM = 24,632,999,999 INR × 80% = 19,706,400,000 INR (19.70 Billion)

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SOM (Serviceable Obtainable Market):

SOM = SAM x Market Penetration/Share

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Penetration assumption is taken at 10%

SOM = 19,706,400,000 INR × 10% = 1,970,640,000 INR (1.97 Billion)

Summary

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Designing Acquisition Channel

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At Blissclub's PMF stage, I'll focus on SEO, Referral, and Product Integration as primary channels, with Paid Ads and Content Loops as secondary options.

Detailing your Acquisition Channel

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I will prioritise these channels for D2C

• Google Search
• Facebook
• Instagram

E-commerce -

• Myntra
• Amazon
• Nykaa fashion
• Ajio

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Blissclub and Cava launched in the same year yet the Organic search of Cava is 2xm Social search is almost 30% higher. Blissclub needs to work heavily over SEO optimization

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Organic Channel

The core product is legging
Core market is Tier 1 and Tier 2 Cities

The organic ranking across all platforms for core generic keywords is very low. While ad visibility remains on Amazon and Myntra, the organic performance on Amazon is still lacking.

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Content Loop

Platform Selection for Blissclub Content Loop

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Their page mostly features high-intensity workout content, with little to no focus on how the products can be used for Zumba, yoga, dance, or running.

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Paid Ads

Before we enter the word of Paid Ads to figure out CAC - let’s take a quick look at the LTV calculations

Assumptions / Known Facts

1. 60% average Gross Margin
2. The frequency of users is 2

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LTV for blissclub user = { { User AOV * Frequency of Order (per month* Average User retention)

= (2400 * 1 * 2)

= ₹4800

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The CAC to LTV Ratio stands at 1:2.7

​Since I can (in theory) achieve an LTV:: CAC which is 1: 3 (with a margin of safety), I believe we can pursue a paid ads strategy

As we planned out in the Acquisition channel model we will go ahead with Instagram & Google ads along with E-commerce we will leverage the traffic which the platform already brings

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Creative and audience selection

Campaign Structure

Campaign Structure:

1. Campaign Name: “Blissclub – Move with Confidence”
2. Objective:
3. • Primary Objective: Brand Awareness and Reach
   • Secondary Objective: Conversions (Drive Sales via Website and Social Media)
4. Platforms:
5. • Primary: Instagram, Google Search
   • Secondary: Facebook, Google Display Network, YouTube
6. Targeting:
7. • Custom Audiences: Users who have interacted with Blissclub's social media, website visitors, and past purchasers.
   • Lookalike Audiences: Based on existing customers and website visitors.
   • Interest-Based Targeting: Targeting based on fitness, body positivity, and sustainable fashion.
8. Ad Groups:
9. • Ad Group 1: “Everyday Fitness” - Targeting regular gym-goers and yoga enthusiasts who have an interest in Zumba, Dance, Running, and Callisthenics.
   • Ad Group 2: “Size Inclusivity” - Targeting plus-size women with a focus on size-inclusive activewear.
   • Ad Group 3: “Comfort & Style” - Targeting professionals and busy mothers who value comfort in their activewear.
10. Ad Copy Examples:
11. • Headline: “Embrace Your Shape with Blissclub”
    • Body: “No matter your size, Blissclub has the perfect fit for you. Shop our range of size-inclusive activewear designed to move with you.”
    • CTA: “Shop Now” or “Discover Your Fit”

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Step 1 →Define the CAC: LTV ratio. If your product has a healthy CAC: LTV ratio, proceed with paid ads.
Frame the Ad Budget

Budget Allocation:

1. Total Monthly Budget: ₹10,00,000 (example allocation)
2. Platform Allocation:
3. • Instagram & Facebook Ads: ₹7,00,000 (70%)
   • Google Search & Display Network: ₹2,00,000 (20%)
   • YouTube Ads: ₹1,00,000 (10%)

Ad Group Budget Breakdown:

1. Ad Group 1 – “Everyday Fitness”: ₹3,00,000
2. Ad Group 2 – “Size Inclusivity”: ₹3,00,000
3. Ad Group 3 – “Comfort & Style”: ₹2,00,000

Bidding Strategy:

• Facebook & Instagram: Target Cost Bidding or Lowest Cost Bidding with daily budget caps to optimize for conversions.
• Google Display Network: CPC bidding focused on brand awareness.
• YouTube: CPV (Cost Per View) bidding to maximize reach and engagement.

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Product Integration

I decided to go with Fitpass, Bollyx & flo

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Channel Integration with Fitpass would look like this

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Referral Program/Partner Program

How to Earn Points:

1. Referrals:
2. • Successful Referral: +100 points
   • • When a friend makes their first purchase using your referral code.
3. Social Media Engagement:
4. • Tag & Share: +20 points
   • • Post a picture or video wearing Blissclub apparel on Instagram or Facebook, and tag @Blissclub.
5. Partner App Engagement:
6. • Join a Fitness Session: +100 points
   • • Connect with one of Blissclub’s partner apps (e.g., yoga, Zumba) and participate in a session.
7. Fitness Challenges:
8. • Weekly Challenge Completion: +50 points
   • • Complete the weekly fitness challenge (e.g., a 5k run, a yoga session) set by Blissclub.

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1. Why Would Anyone Refer Blissclub?

• Brag-Worthy: Blissclub’s stylish, comfortable athleisure creates “Aha Moments” that customers love to share.
• Emotional Connection: Positive experiences and community vibe make users excited to refer.

2. Insights from User Calling

• Word of Mouth: A lot of users have bought our product from word of mouth

3. Rewards for Customers

• Referrers: Offer discounts exclusive merchandise & Free Community event passes.
• Referees: Provide first-time purchase discounts and early access to collections.

4. Referral Flow

• Seamless: Post-purchase over the display & order history tab.

5. Referral Message

• Crisp: “Refer Blissclub and unlock up to 50% off plus exclusive perks! Share the joy with your friends and elevate your fitness game together".

6. Tracking Rewards

• Visibility: A dashboard in the app/website to track points and rewards.

7. Increasing Referrals

• Incentives: Attractive rewards and group referral programs to boost multiple referrals.

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Video for telling the user about the referral program

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Watch this video to discover why Blissclub is the better choice over other brands.

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