About us

Comfortable discomfort. An oxymoron, yes. But it’s a positive contradiction. While we can safely say that all growth and progress transpire outside the comfort zone, there is no harm in aspiring to make this discomfort as comfortable as possible. Enter Alfit.

Established in 2023, Alfit is a homegrown label, creating activewear and sports equipment fortified with leading industry technologies. Our founder, Vishroot Jalan, started this initiative to ensure that at Alfit, just like the name suggests, each individual can find something to augment their personality. In the words of Mr. Jalan, “Our products reflect the invincible spirit of the young Indian community. Our purpose is simple. To enable athletes to live their dreams. To enhance everything you already are.”

 For the longest time, the activewear market has been under the thumb of a small clique of market brands. Alfit’s vision however, is to be an affordable alternative for its clients, while maintaining unwavering commitment to quality, performance, and aesthetics.  

With a focus on design innovation, we realize that feeling confident in your work out gear is critical to the success of your regimen. While that is taken care of, our product line is versatile in the sense that it can be worn anywhere. Our creative head endeavours to create designs that can become an inherent part of the wearer’s narrative. In his words, “At your work out, you could look robust; but try wearing the same thing to a casual lounge and you can look snazzy as well. It can be worn by anybody and make them feel like themselves.” Our mission is to create a collection which is a unique amalgamation of functionality and fashion. With its endless colors and designs, each piece tells its own story. And if you wear it, it tells yours.

Now, let’s see. We’re affordable. We’re accessible. We’re desirable. We’re versatile. Last but not the least, we’re hopeful. Hopeful that we can serve our athletes to the best of our ability in their journeys of passion, perseverance, growth, and self-discovery.