Puma to perk up brand presence in India

Sports apparel and shoe maker brand Puma, a relatively

late entrant in India is set to establish its presence in India. The brand is focusing on lifestyle-oriented products in the country to create an identity and woo the attention of customers in the specialised sportswear market.

The estimated Rs 4,000 crores Indian sportswear market (including shoes, apparel and accessories) is dominated by Adidas, Reebok and Nike. Adidas and Reebok together control about 70 percent of market share, while Puma currently holds about 13 percent market share. But with current controversy revolving the Reebok brand in India, which has in a way also affected the parent company Adidas, Puma is leaving no stone unturned to cash in on the existing opportunity.

Puma entered India in 2002, about seven years behind Nike, Reebok and Adidas. In its initial years, the German brand focused on lifestyle products to create a distinct identity. It enjoys a strong presence in soccer, athletics and Formula 1 racing. Puma ended 2012 with Rs 500 crores in revenues and is aiming for a 30 percent year-on-year growth over the next five years. It plans to add 100 stores to its existing 270 by 2015.