ABB INITIO GYM (A De Jure Fitness Brand) PVC Leatherette Yoga Mat, Unbeatable Non Slip Raxine, Eco Friendly and Odorless Lightweight and Extra Large Size with 10 MM Thickness (Olive Green)

Key Features: - Made with high-quality PVC leatherette material for durability and longevity - Unbeatable non-slip surface for a secure grip during workouts - Eco-friendly and odorless material for a healthier workout environment - Lightweight and easy to carry around - Extra large size with 10 mm thickness for added comfort and support

For whom: This yoga mat is suitable for yoga practitioners of all levels who value comfort, durability, and safety during their workouts. It is also ideal for those looking for an eco-friendly option that is odorless and easy to transport to different locations.

Pros: - High-quality material for durability - Non-slip surface for better grip - Eco-friendly and odorless - Lightweight and easy to carry - Extra large size and thickness for added comfort

Cons: - May be slightly more expensive compared to other yoga mats - 10 mm thickness may be too thick for some practitioners who prefer a thinner mat

Factor	Weight	Contribution	Rationale	Sources
Spec/Feature Fit	25	20	10mm thickness and extra-large size cater to Indian consumers' preferences.	Business Today, The Hindu
Brand Strength	20	18	De Jure Fitness is a well-known brand in the Indian fitness market.	Economic Times, Livemint
Category Momentum	20	15	Growing demand for home fitness equipment in India.	Mint, Business Standard
Price Positioning	20	10	Competitively priced compared to similar premium yoga mats in the market.	Financial Express, India Today
Competition	10	8	Facing competition from both local and international yoga mat brands.	Times of India, CNBC TV18
Use-case Advantage	5	5	Versatile mat suitable for various exercises and yoga practices.	Hindustan Times
Final Market Score	100	76/100 (3.80/5)	Strong brand and feature fit position the ABB INITIO GYM Yoga Mat well in the Indian fitness market.

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