Betting big on the mass impact of celeb-inspired brands, Bollywood actor Tiger Shroff has launched his first active lifestyle brand, PROWL. The brand is co-created and co-owned by Shroff and Mojostar - a joint venture between Kwan Entertainment and Dream Theatre. Earlier Mojostar had launched an active-wear range with actress Jacqueline Fernandez, and has plans to create a house of lifestyle brands with celebrities. PROWL’s extensive range of innovative active-wear products is designed specifically for today’s #ReadyToMove generation and will target young consumers, who lead a high activity lifestyle. The launch of the PROWL collection also ended months of anticipation around the brand co-created by Tiger Shroff, a youth icon for fitness and athleticism, and Mojostar, India’s first ‘house of brands’ which aims to transform the way retail brands are perceived in the country. Speaking on the launch of the collection, Tiger Shroff said, “Fitness, fluidity, and fashion are the three mantras I live by, and I feel that the PROWL collection delivers on all three counts. The brand is tailor-made for the evolving requirements of today’s young, physically-active Indians who want to be fit and fashionable at the same time. I am confident that the PROWL product range will be well-received by our target audience and will promote the benefits of an active lifestyle amongst youth.” Jiggy George, Managing Director – Mojostar, added, “PROWL was designed with one goal in mind: to address the existing white space in the Indian active-wear segment with differentiated products designed specifically for today’s young, physically-active generation. We have been building up to this moment, and the reception that we’ve received so far has been exceptional. We are confident PROWL will be the brand of choice amongst India’s style- and fitness-conscious youngsters. Our exclusive partnership with Amazon India will additionally ensure that PROWL products are seamlessly available to all aspiring fitness and fashion enthusiasts across the country.” Arun Sirdeshmukh, Business Head at Amazon Fashion, further added, “In line with our vision, to offer exciting, much loved celebrity lines, we are thrilled to launch Tiger Shroff’s signature active wear line, ‘Prowl’ exclusively online on Amazon Fashion at the onset of the festive season. Tiger Shroff is a fitness icon, who is admired for his divergent style and we are delighted to further expand our portfolio of celebrity endorsed brands with this special offering." The PROWL range is exclusively available for purchase at the brand website, www.prowlactive.com and on Amazon Fashion. Its wide range of offerings include T-shirts, Tanks, Shorts, Sweatshirts, Joggers, Track-pants and Compression wear starting Rs. 999/-.