Puma eyes top spot in India through store expansion, new brands
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Puma, the global brand known for its lifestyle sports apparel and shoes, is looking to strengthen its position in India. It is eyeing the top slot in the segment via a nationwide network expansion as well as the launch of its global brands pitched at the Indian sports enthusiast. Abhishek Ganguly, the new managing director of PUMA India, is looking to reposition the brand in the country. Puma is currently in the second spot behind Adidas in India’s INR5000-crore (INR50 billion, USD785.3 million) sportswear market, followed by Nike.
“We are in process of creating a strong brand awareness through various marketing and product launch initiative,” Ganguly said. “We are bullish on India and we have seen a major shift to high end products by Indian consumers. Hence, we want to bring our global sports assets to India shortly.”
From its global kitty, Puma has already launched two leading shoe brands, Mobium and Faas, in India. The Mobium Ride, priced at about INR9,000, is built for the more traditional heel striker looking for an everyday running shoe. The company also launched the Nightcat Powered edition under Mobium brand. The Faas 600 S is priced in the INR8,000 range in India.
Questions & Answers
Q.What is Puma's current position in the Indian sportswear market and which company is ahead of it?
What is Puma's current position in the Indian sportswear market and which company is ahead of it?
Puma is currently in the second position in India's sportswear market. It is behind Adidas, which holds the top spot. Nike follows Puma in this competitive segment, valued at INR5000-crore.
Q.What is the new Managing Director's strategy for repositioning Puma in India?
What is the new Managing Director's strategy for repositioning Puma in India?
Abhishek Ganguly aims to reposition Puma by creating strong brand awareness through various marketing and product launch initiatives. The company plans to bring its global sports assets to India, responding to a shift towards high-end products by Indian consumers.
Q.Which specific global shoe brands has Puma already introduced in the Indian market?
Which specific global shoe brands has Puma already introduced in the Indian market?
Puma has already launched two of its leading global shoe brands in India: Mobium and Faas. These include the Mobium Ride, priced around INR9,000, and the Faas 600 S, which is in the INR8,000 range.
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