Why did we start?
In 2013, I started running. What began as early morning loops around Pune slowly became something I couldn't stop. Eight Tata Mumbai Marathons. Four World Marathon Majors — Berlin, London, Chicago, Tokyo. Two finishes at the Comrades marathon, one of the toughest ultramarathons on the planet. Running gave me clarity, discipline, and eventually — a purpose I didn't see coming.
It also gave me a very specific, very persistent frustration.
Every serious runner knows the feeling. You've invested in the sport. You train hard, you respect the miles. But the apparel kept letting us down. The global brands were focused on footwear — their running clothing felt like an afterthought. The gear that actually worked was priced like a luxury. The affordable options weren't built for runners who actually run.
I kept waiting for someone to fix this. Nobody did.
So in 2018, with over two decades in retail and apparel behind me, I decided to build the brand I'd always wanted to buy from. Not one chasing trends or mimicking what works in the West — but built from the ground up, by an Indian runner, for the way we actually train. The heat, the humidity, the early mornings, the long runs where you're out there for five, six, seven hours. Aguante was designed around all of it.
The name means endurance in Spanish. But for us, it means something simpler — showing up, putting in the work, and not stopping when it gets hard. That's the spirit every product we make is built around.
Today, Aguante is trusted by runners across India — from first-timers chasing their debut 10K to veterans who've toed the line at the world's toughest races. We haven't changed what we set out to do. We've just gotten better at doing it.
Built by a runner. For runners. That's always been the point.
— Manoj Thakur, Co-Founder & CEO
Vision:
To reach out to the customers with Innovative and Exceptional products that 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 solutions to the customers needs.
Innovation will be at the core of every product or service that we offer to our customers.