The brand currently has launched products in five categories including sports shoes, merchandise such as shirts, caps, and bags, and health supplements and protein powder.
Commenting on the launch, Chahar said, “The brand and products are inspired by my own journey. I have a goal to make the best products at affordable prices to cater to the middle class. My target audience is anyone who wants to live a healthy life.”
He claimed the products to be made in India. The company has outsourced its manufacturing and partnered with dealers for retail distribution. Additionally, the products will be sold on its D2C website, and online marketplaces such as Amazon and sports shops.
For its health supplements category, the retailer has partnered with FMCG brand WEOLIVE.
DNINE is a family-run business and will be headed by Chahar’s father Lokendra Chahar. The family has invested an initial sum of Rs 2.5 crore in the business.
Denying any revenue targets, Chahar said, “I am not in this for money. The idea is to provide quality products at affordable prices.”
Going ahead, DNINE Sports plans to venture into sports clothing and running shoes to cater to a wider audience.