A desi sportswear brand is running to catch up with Nike, Adidas and Puma

  • Sportspersons like Mary Kom, Sardar Singh, Sushil Kumar, the Indian Hockey Team and Vijender Singh use a brand, Shiv-Naresh, which has been expanding quietly in the Indian sportswear market. 
  • Based in West Delhi’s Karampura, the company’s showroom and office do not come anywhere close to its illustrious competitors like Nike, Adidas and Puma. Yet it has managed to carve out a special place for itself in the market. 
  • Shiv-Naresh clocked a turnover of Rs 69 crore last year a puny amount when compared to Adidas India’s revenues of Rs 805 crore.
  • The reason behind its popularity with sportspersons and teams is its 75-year-old chairman and founder RK Singh, who has himself been an athlete. He devised a clever strategy by directly targeting sportspersons since being an athlete himself he knows what exactly they want. Due to this strategy, his brand is visible now at both national sports associations and local sports clubs and akharas. 
  • Shiv-Naresh now boasts of five factories and a strong presence on e-commerce websites like Amazon and Flipkart.
  • Shiv-Naresh manufactures quality apparel at affordable prices and they are going to venture into manufacturing shoes from next year. 
 Source: http://bit.ly/2ngZehZ

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