Google has launched a new outdoor gear brand called Spyder, offering a 3-layer jacket, jacket with a vest and pants with pants.
The company is targeting a young and educated audience in India, a key market for the online retailer.
The company, which has launched an online shop and has started selling products, says it has been inspired by its own experiences in India and other emerging markets.
“Our objective is to cater to the growing population of India and to ensure the success of the company,” said Arvind Kothari, managing director and CEO of Spyder.
The product, which is in the final stages of development, has a 3D printed fabric, leather lining, and a nylon shell with the company’s logo.
Spyder is the latest venture from the company to try and target a younger audience in a country that has traditionally seen its men wear clothes with a more conservative look.
Indian women spend on average three hours a day on housework, while men spend on an average 12 hours a week on chores, according to a report released by the World Bank.
In India, men are often seen as the primary caretakers of the home and women the primary caregivers.
Kothari says the aim of the Spyder jacket is to provide men with a jacket that will not only help them to take care of themselves but also to give them a sense of belonging to a family.
“This jacket will be a product of the lifestyle that we want our men to embrace,” he said.
Spyder jackets are being made in India by local designers and are being sold through the online shop.
The jacket has a fabric that is 3D printable and comes in a variety of colors, he said, adding that it is also available in black, blue, and red.
The 3D printing technology allows for the creation of a product that is flexible and can be easily re-made.
The Spyder has been designed to fit the body well and is made in a traditional way, said Kothar, adding the jacket is lightweight and has a waterproof shell that can be used in a rain.
According to the World Food Program, the country has a population of about 4.3 billion people.
India has seen a surge in outdoor activity in recent years as people look to live in nature and have the option of doing so.
In November, Prime Minister Narendra Modi announced a hike in the price of petrol by 5 paise (about $1.20) for the first time in eight years.
As of September 30, 2017, the total number of outdoor visitors in India had grown by 9.4 percent compared to the same month last year.