Sports wear and lifestyle merchandise major Puma sees the love for cricket blossoming further during the ensuing IPL season with the India's World Cup triumph.
The company, which has association with two teams, Deccan Chargers and Rajasthan Royals, may partner with another team by next year, said Mr Rajiv Mehta, Managing Director of Puma Sports India.
Mr Mehta told
“The merchandise for the teams has evolved with formal sports wear paving way to fan fare, T-shirts and polos. What is interesting is that the ‘replicas' which are sold at about Rs 500 against Rs 3,000 for cricketers clothing, are becoming popular among fans. Fans do not mind buying if the fan wear is priced at this range,” he said.
Mr Mehta said, “There was considerable uncertainty whether Rajasthan Royals would play this year. However, this has been resolved. We are looking to add another team as a partner during the IPL campaign. But this will only be in the next season.”
New ad campaign
Puma has stepped up marketing exercise and is set to launch a new ad campaign. About 40 per cent of the total budget is allocated to online platforms, including social networking sites such as Facebook, Twitter, adds on Google, another 40 per cent is for television and YouTube and the rest for print medium. The new ad campaign will be launched soon, he said.
More STORES
“Puma has 125 stores across the country, registering a growth of 40-50 per cent year-on-year. Over the next two-three years, we expect to grow at the similar pace. This means, addition of 100 more stores within two years. Of this, 25 are likely to come up during the next few months,” he said.
“The market size where we compete is estimated to be Rs 2,500 crore, wherein four-five major brands operate. We are among the top three along with Reebok and Adidas,” he said.