No takers for IPL apparel merchandise

While the Indian Premier League (IPL) is about a month

away, the cricketing event is witnessing a downward trend as far as its apparel merchandise is concerned. Knitwear manufacturers in Mumbai, Tirupur and Ludhiana say orders for IPL apparel merchandise has dwindled compared to last year by at least 20 to 25 percent.

Mumbai-based SVG Fashion for example, had received orders to the tune of five million pieces of knitted apparel from brands like Adidas, Nike and Reebok last year. But this time it has seen a dip. IPL merchandise based on different cricketing franchises usually includes knitted jerseys, caps, wrist bands and other accessories along with branding of sponsors. What may have triggered the slowdown that the initial craze over IPL has dwindled down over the years moreover the overall retail scenario too is dull. This could have led to apparel orders meant for the IPL season declining 20-25 percent at least.

The Future Group which used to outsource manufacturing of its own range of IPL apparels and merchandise to garment makers every year has stopped it this year owing to low demand. The group used to retail IPL merchandise at its Big Bazaar and Pantaloon outlets.

With a change in sponsors and other related reasons, orders have not only dipped but have also been delayed this year due to last minute changes. Garment makers are witnessing orders decline to the tune of over 30 percent along with a delay of almost a month.