Interview with Rajat Khurana

Rajat Khurana
Rajat Khurana
Asics India
Asics India

What is your overall marketing strategy? Would you like to elaborate on the business model that you will be adopting in India?

While continuing to be the official sponsor for Mumbai marathon, we will build our brand image as a true sport performance brand among consumers. We will directly reach consumers through services such as running clinics. Moreover, we will increase brand exposure-seeking opportunities in cricket, the nation's favourite sport. With regards to products, our main focus is running shoes for serious runners, such as Gel Kayano, GT2000 and Gel Nimbus. As far as distribution is concerned, we will continue to expand sales channels, and increase multi-brand stores (wholesale) and partnered mono-brand stores.

Who are your primary competitors?

Nike and Adidas.

What is the kind of market share you would like to achieve in the next five years?

Our mission is to be the leader in the running segment in India, and also mark our presence in the overall top three sports segments in the country.

What is your projected growth for the next year?

The first year's sales target is Rs 280 million. We aim to triple this figure in three years.

What is the approximate turnover of your company?

In fiscal 2014 (ended March 31t, 2014), Asics reportedly consolidated net sales of Yen 329.5 billion. This was 26.6 per cent above the prior year's results. This is a global HQ number.

How are your products priced?

Our shoes range from Rs 5,000 to Rs 12,500.

What are your expansion plans?

We will expand sales channels, utilise marketing assets, and focus mostly on the running segment business.

Do you have plans to open flagship stores?

Currently, it is under consideration.
Published on: 27/02/2015

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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