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Reliance & sportswear giants tie-up on the anvil
24 Jan '07
1 min read
Mukesh Ambani-promoted Reliance Retail is entering into one of the largest co-branded strategic tie-ups with leading international sports brands.
The strategy will be that Reliance will sell sports apparels and footwear from Reebok, Adidas and Nike under 'Reliance' brand name, through its retail outlets. The positioning will be such that competition with established footwear giants does not take place.
To create awareness in international market about the 'Reliance' tag, the company will supply its functional yarns to international vendors of sporting companies which will be sold to produce fabrics under 'Reliance' brand name in international market.
Strategy of co-branding will help boost sales of footwear majors in India, which is growing at the rate of 50 percent per annum which is at present in the range of $50 to $75 million.
The strategy will be that Reliance will sell sports apparels and footwear from Reebok, Adidas and Nike under 'Reliance' brand name, through its retail outlets. The positioning will be such that competition with established footwear giants does not take place.
To create awareness in international market about the 'Reliance' tag, the company will supply its functional yarns to international vendors of sporting companies which will be sold to produce fabrics under 'Reliance' brand name in international market.
Strategy of co-branding will help boost sales of footwear majors in India, which is growing at the rate of 50 percent per annum which is at present in the range of $50 to $75 million.
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