Puma to bring Rihanna's creations for women, to India

After Abhishek Ganguly, former Puma India sales and retail head, replaced Rajiv Mehta as the Managing Director, last year, he is busy working on a strategy to grow Puma’s presence in the cluttered Indian market. Globally, the brand collaborated with famous singer Rihanna for a women’s collection. Keeping the positive response to its women’s range in the country, with almost 35 percent revenues generated from the segment, the company plans to introduce Rihanna’s creations in India soon.

The sports lifestyle brand is planning to expand its pan-India footprint while creating brand awareness through the launch of its global brands. The company has already introduced two leading shoe brands, Mobium and Faas in the country. Running has been the focus area for Puma but to grow its brand identity beyond it, the company associated with the Indian Super League last year as ball sponsors. For football fans, the Puma-Arsenal kits were also launched in the country.

Puma has been introducing several new concepts to woo consumers in the country. Puma Social Club in Bangalore, for instance, is a concept that utilizes space within the Puma store to serve food and beverages and to host cultural events or after-sports event parties. Its two running properties — Urban Stampede, a running challenge for corporate houses, and School of Speed, an initiative for schools have received a positive response in the first phase. Company now plans to take it to 12 cities in its second edition.