"Our key category is running. We aim to become the leaders in running category of the sportswear industry in India with our running shoes and apparel. Our expertise lies in footwear, but apparel and accessories will also remain our major products," Rajat Khurana, director of Asics India told fibre2fashion.com.
As a marketing strategy, Asics sponsors several marathon events around the world, like NY City marathon, Paris marathon and Tokyo marathon. It is also the official sponsor for the Mumbai marathon, he states when questioned on marketing strategies for the brand.
Running, as a sport, has evolved considerably in India in the past few years. This is in sync with the growing economy. Asics can understand and match products with the need of the consumers towards running shoes. It offers products with innovative technology and are premium priced, he elaborates.
Asics shoes are priced between Rs 5000 to Rs 12,500 in India. Its focussed products in the running category are Gel Kayano, GT2000 and Gel Nimbus.
Other than running, Asics also sees opportunities in other sports like cricket, a national favourite, and multi-indoor games like volleyball and tennis, and will also be working in that direction, adds Khurana. The company aims to enhance its presence in the top three sports segments of the country.
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