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ASICS to launch sales operations in India
Feb '15
Mr. Rajat Khurana
Mr. Rajat Khurana
The Japanese sportswear specialist ASICS is gearing up to launch sales operations in India through its Indian-based division ASICS India Private Limited, which was established in 2012.

As part of its new international growth strategy of expanding operations in emerging markets, the Indian subsidiary, which till now offered only marketing support and promotional activities for local sales agent, will become a full-fledged sales company.

According to the corporate mid-term plan ASICS Growth Plan (AGP) 2015, ASICS India will accelerate expansion of operations in India, bolstering sales and marketing activities and raising brand image.

While speaking about the new sales operations in the Indian market, Rajat Khurana, director, ASICS India said, “Evolution in consumer awareness and rise in the spending trends of an average Indian has fueled the growth of sports brands in India. Hence, this was an appropriate moment to introduce ASICS to the Indian consumers.

“We offer products with innovative technology and understand the consumers need for running shoes. ASICS has globally offered the best in sports goods and we believe it is perfect timing to ride on this portfolio,” he adds.

Commenting on the brand’s new plans for the country, Dae Chul Kim, senior general manager, ASICS Asia Pacific Division and director, ASICS India, states, “India is a promising market and has a huge potential. We plan to expand our sales network and bolster marketing support for retail shops, in order to establish ASICS's value and image as a True Sport Performance brand.”

The company has been an official sponsor of India’s biggest running event, the Mumbai Marathon, since 2008, and has increased its appeal as a true sport performance brand among runners in particular. Based on that, it plans to further strengthen its running line-up and actively develop goods for locally-popular sports like cricket as well as indoor games including badminton and volleyball. The Indian division will also support key sporting events.

“Running is the fastest growing category in Sports, in India, so will be focusing on popularizing the sport and increasing the number of ASICS fans,” reveals Dae Chul Kim.

Founded in 1949, headquartered in Kobe, Japan, ASICS Corporation designs and manufactures sports apparels and accessories along with running and other athletic footwear. The company operates with a workforce of over 6,585 consolidated and 860 unconsolidated professionals. (PB)

Fibre2fashion News Desk - India

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