The rising interest in running across India has led to the emergence of numerous startups focusing on fitness apparel and gear. Among them is C.Vox, a company that designs travel and fitness products equipped with integrated audio technology. The startup recently launched a line of t-shirts that come with built-in earphones, which began selling approximately two months ago. These washable t-shirts feature a pocket tailored for smartphones or music players that connects to the earphones hidden within the fabric.
Despite the seemingly niche market for such a product, C.Vox’s Chief Operating Officer, Varun Midha, argues that it fills a significant gap for runners who often find it challenging to enjoy music or podcasts while exercising. He notes that traditional wired earphones can be cumbersome and prone to damage during runs.
“Our product is high-quality, with all wiring concealed within the fabric, minimizing disruption,” Midha explains. While he acknowledges that the audio output may not rival that of high-end headphones—considering the t-shirt is priced lower than most quality in-ear models—he believes in its value proposition.
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The running apparel from C.Vox is designed with detachable in-ear headphones, making it easy to wash the t-shirts once the earphones are removed. The compression fabric pocket includes a 3.5mm connector for easy connectivity to audio devices, allowing users to enjoy their favorite tunes while staying active. Additionally, the t-shirts feature blinking LED lights aimed at ensuring visibility during early morning or nighttime runs, enhancing safety for users.
However, there are challenges on the horizon, particularly regarding the headphones jack’s evolution in technology. Major tech companies, including Apple, have begun phasing out the headphone jack in their devices, prompting concerns that similar trends might follow across the industry.
(Also see: A Scientific Guide to Running Your First Half-Marathon)
The pricing of C.Vox’s t-shirts, ranging from Rs. 2,699 to Rs. 3,399, could present a potential hurdle. Midha acknowledged some consumer hesitation regarding the cost but noted that their target audience tends to accept the price point, especially considering it aligns with offerings from multinational brands in similar market segments, particularly with the added audio feature setting it apart.
There appears to be a market for such innovative products. Scottevest is one established competitor, known for its items featuring specialized pockets and internal channels for headphone wire management. Although this method is slightly more complicated than using clothes with built-in headphones, it affords customers the flexibility to choose their preferred headphones. Scottevest’s products, starting at around $100 (approximately Rs. 6,800), also include various pockets and functionalities.
Another notable item in the market is the Baubax travel jacket, which was initially funded on Kickstarter and includes a host of 15 features, from earphone holders to an inflatable neck pillow and charging ports. The jacket raised over $9 million against its initial target of $20,000, indicating strong consumer interest despite its higher price tag, starting at Rs. 10,000.
C.Vox is also developing a travel jacket called Techy Traveller. This garment will feature built-in earphones and speakers, and a four-button remote equipped with a mic for call handling. The design will facilitate seamless control over audio playback and switching between listening modes. Plans for its crowdfunding launch on platforms like Kickstarter or Indiegogo are currently underway.
Looking ahead, C.Vox aims to enhance its offerings with innovative capabilities, such as integrating sensors into their products for real-time audio feedback during workouts. Midha explained that data collected from these sensors could provide insights into vital running metrics, such as cadence, paving the way for future advancements in their product line.
