Why we started ?
As a passionate long-distance runner since 2013, I’ve had the privilege of completing several marathons and ultra-marathons across the world — from Berlin, London, and Tokyo to back-to-back finishes at the Comrades. But beyond medals and finish lines, running gave me something more lasting — clarity, discipline, and a purpose that would eventually take shape as Aguante.
The idea for launching Aguante in 2018 began with a personal, persistent struggle: finding the right running apparel that was both functional and affordable. As someone who trained extensively and traveled for races, I constantly found myself disappointed. The gear available in India often lacked the features serious runners need — moisture management, freedom of movement, thoughtful storage — or came with a price tag that was simply out of reach.
The running apparel category, I realized, was dominated by global giants focused largely on footwear. Their clothing offerings felt like an afterthought — too generic, too broad, and often disconnected from what runners on the ground actually needed. The niche of performance-driven running apparel was clearly underserved, especially in the Indian market.
With over two decades of experience in retail and a deep understanding of the apparel industry, I couldn’t ignore this gap. More importantly, I couldn’t ignore the desire that had started taking root in my heart — the desire to build something meaningful for the running community. What began as a frustration soon turned into a fire — a strong, unwavering vision to create a brand that put runners first, built from a runner’s perspective, and shaped by the passion that fuels every mile.
And so, Aguante was born — not just from market opportunity, but from an emotional need. A brand created by a runner, for runners. Rooted in passion, built on purpose, and led by a desire to make every run — no matter how long or hard — feel better.
Manoj Thakur – Co-Founder & CEO
Vision:
To reach out to the customers with innovative and exceptional products which will add value to their lives and bring them happiness.
Mission:
To become a dynamic company by offering superior products through online and offline channels along with exceptional customer service.
Core Values:
We will maintain honesty and integrity. We will treat each employee with dignity.
We will work ethically with an awareness of our social responsibility and a concern for our environment.
Our focus will always be on offering solution to the customers needs.
Innovation will be at the core of every product or service that we offer to our customers.