This is the women’s active wear startup in which Milind Soman is investing

Milind Soman, co-founder Darshan M and Telugu film star Allu Sirish are planning to invest as much as Rs 40 crore in their women’s active wear startup-Deivee.

The investment will happen over the next two years. Deivee is the startup that which created the performance kurti.

Besides, there is a possibility the billion-dollar Canadian athletic apparel retailer Lululemon may join force too.

"Lululemon is definitely eyeing entering the Indian market, possibly by the end of 2017 or in 2018. Right now they are heavily focusing on China with goals of setting up over 40 locations there. It's a billion-dollar company and they are extremely popular in the Bollywood circuit so a strategic partnership with startups like Deivee could be a smart way of acquiring users," ET quoted a source as saying.

Deivee targets fitness wear clothing for Indian women and has created a buzz due to an array of styles in yoga wear, besides the performance kurti, with swim-wear and other category specific fitness clothing in the pipeline.

"Milind and I are basically targeting a diverse range of women from those who wear loose male t-shirts to a salwar suit or kurti. Nearly 85% of them had tried Nike and Adidas but had complaints about comfort and how they perceive themselves in tight branded clothing," Darshan M had said.