Jacqueline Fernandez follows in Virat Kohli's footsteps, to launch fashion and fitness brand

MUMBAI: Joining the likes of Hrithik Roshan and Virat Kohli, Bollywood actress Jacqueline Fernandez has become the latest Indian celebrity to launch her own apparel brand.

Fernandez has partnered with Mojostar, the joint venture between founders of Kwan Entertainment and Dream Theatre, to co-own and co-create female-only fitness and fashion brand ‘Just F’.

Earlier this year, Mojostar had partnered with Tiger Shroff to launch active wear brand ‘PROWL’.

Launched in 2017, Mojostar aims to partner with celebrities to create authentic, high-impact retail brands. ET had first reported that after PROWL, Mojostar will launch a fashion apparel brand with Fernandez.

Just F will offer apparels in the female active-wear space in India, which according to Fernandez is an area where no Indian brands are currently available. “I am very passionate about fitness. For me, it is a a way of life. But I see a lacuna in the fitness apparel space for us. So Launching Just F, a feminine take on fitness from my perspective, is a big moment for me,” she said.

Just F will have apparels under various categories, and include combination of fresh design, functionality for fitness and trendy fashion. The apparel will have athleisure outfits covering a range of trends and use cases such as monochromes, floral infuse active wear, club inspired active wear, functional sports bras, colour blocking etc.


“Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women. Just F is our way of giving female consumers, products which cater to their needs and sensibilities,” said Abhishek Verma, CEO, Mojostar.

Just F will launch its products in the market by May 23rd and they will be priced between Rs 1,000 and Rs 3,000.

Verma said the products will be available on Just F’s direct to consumer (DTC) website along with E-commerce platforms, with segmented future expansion into offline retail also planned through product placement in all large format stores and the launch of standalone brick-and-mortar stores.

The Rs 45,000 crore India active wear industry is growing at 18-20% annually. However, this space is dominated by international brands.

Mojostar intends to invest $3-4 million (Rs 20-25 crore) on the celebrity brands in 2018. The brands will be digitally native and for the first two years, they will be promoted and marketed only via digital platforms.

ET was first to report that Mojostar, a joint venture between Anirban Das Blah (founder, KWAN Entertainment) and Jiggy George (founder and CEO of Dream Theatre) is in talks with venture capital and private equity firms to raise $10 million (about Rs 64 crore) in Series A funding.