Reliance Retail today also announced the launch of an athleisure brand, Xlerate, on its new commerce platform, AJIO Business. AJIO Business is a B2B commerce arm of Reliance Retail, meant for retailers and merchants.

Reliance Retail has signed ace Indian cricket all-rounder Hardik Pandya as its brand ambassador. “Pandya signifies style, youth appeal, and a never-give-up attitude – qualities that define the brand,” Reliance Retail said in a press release.

Reliance Retail today also announced the launch of an athleisure brand, Xlerate, on its new commerce platform, AJIO Business. AJIO Business is a B2B commerce arm of Reliance Retail, meant for retailers and merchants.

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

Xlerate is focused on offering sportswear at affordable prices, with offerings starting at Rs 699, Reliance Retail added. The sports utilities offered by Xlerate include sports shoes, athletic and lifestyle footwear, and apparel such as track pants, t-shirts, shorts, and other accessories. Xlerate products are exclusively available on AJIO Business.

According to Reliance Retail, 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.

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. I have always had a never-give-up attitude and it’s exciting to see that today’s youth also believes in the same outlook, which Xlerate also truly exemplifies. So, my message to the youth is – no matter what, don’t stop. Don’t brake, Xlerate.”