Home Business of sports How a 'Desi' Brand is Endlessly Strengthening the Indian Sports Wear Quotient...

How a ‘Desi’ Brand is Endlessly Strengthening the Indian Sports Wear Quotient in India

They say it only takes a vision and the will to act on that vision, to make a difference in this world. The businesses serving the Indian sports fraternity proves that with the right strategy, Indian companies in segments dominated by global giants can also dream big. 

 

The Booming Indian Sportswear Market

If there happens to be a golden era for Indian sports manufacturing in India, it is NOW!  As the awareness about sports is growing, even those who are not sportspersons are actively getting involved in the fitness factor.  With a central focus on sports as an activity (example includes the nation-wide Khelo India campaign), this is truly a sign of the times we are living in.

International brands have had a dominating presence in the sportswear market in India with almost 60 per cent share. However, there are local players who are slowly gaining ground by catering to the increasing base of middle and upper-middle class fitness enthusiasts and are changing the face of sportswear in India. One such Indian brand that comes into a strong picture is, Shiv-Naresh.

Shiv-Naresh: An Indian organisation born out of the  genuine need of an athlete

Shiv-Naresh was originated some three decades back in the 1980s out of the needs of its founder Mr RK Singh, who was also an athlete himself. Mr Singh has seen some of those struggling days of his life, where he found it hard to get a quality sportswear for himself in Delhi.

This need resulted in working in Delhi Cloth Mill, learning to tailor and finally bumping into the idea of manufacturing and supplying fellow athletes with quality and cost-effective sportswear. This comes along with the supply of sports shoes, sports equipment and sports kits at a Pan-India level, which enables athletes to excel in their fields.

Shiv-Naresh under one roof is providing a 360° solution to all the equipment, apparel and accessories requirements, like no other brand, can even think of in India.

This multi-crore apparel brand today is growing leaps and bounds with even having an international presence. The brand that started from a household factory has today changed the scenario of sportswear business in India – with a state-of-art production unit, thousands of skilled personnel and a humongous potential of producing garment units, every single day.

As brand connoisseurs, Shiv-Naresh has a huge sports-celebrity connect in its kitty including Mary Kom, Sushil Kumar, Vijender Singh and Sardar Singh.

Image Source: Shiv Naresh Official Website

With a huge turnover of Rs 69 crores last year, Shiv-Naresh has made quite a strong name into sports fraternity in India. They have also endorsed the Rio Olympic and Gold Coast Commonwealth players, Boxing Federation of India, Hockey India team, Pro Kabaddi, East Bengal Football, Mohan Bagan, to name a few.

Working on the philosophy of Athletes First

RK Singh, the director and founder of Shiv-Naresh had said, “I started Shiv-Naresh to provide the young sportsmen of my time with good quality athletic wear at affordable prices. Something, I struggled to find when I used to play. My wife supported my endeavour and helped me make my vision a reality. Today we provide sportswear for various (national and international) teams, (sports) federations, PSUs and even the mass market for the daily fitness and sports’ needs of a common man. “Athlete first has been our philosophy”.

Image Source: shivnaresh.in

There are some of the bigger Indian players in the sports market worth Rs 7,500 crores, but Shiv-Naresh has brought in a revolution by addressing the customised needs of an athlete or a team.

Bringing in the global quality at an Indian price tagline

Shiv-Naresh has an unflinching and a non-compromising attitude towards the quality of the apparels it manufactures and supplies and this is what sets them apart.

Shiv-Naresh is a brand at the right time, right place. As a brand, it appeals to the young emerging citizens of India who are price sensitive yet seek stylish sportswear.

As quoted by one of the salespersons at the Bajaj & Company in Economic Times, “Shiv-Naresh products are always in demand. They are giving tough competition to more established brands like Nike, Reebok and Adidas. Since their quality is top-notch, are locally made and less expensive, we find it easier to sell their products.”

What is slowly making Shiv-Naresh the first choice for Indian sportspersons, are their eye for detailing and their commitment to timely delivery.

Image Source: mykhel.com

No other Indian entity can match the 40,000 plus clothing units it manufactures and delivers in the 24×7 production facility.

“At Shiv-Naresh, we have always strived to provide the best quality sports garments to our patrons. It has been an honour to dress the champions of India at major national and international events. We conduct extensive R&D to optimize our quality and heavily rely on our players’ feedback to ensure optimum comfort during the performance,” says Founder and Managing Director Shiv P Singh.

Interestingly, Shiv-Naresh has been associated with all the major sporting teams for the past 30 odd years and has built a good rapport with all those players. It sometimes works upon the feedbacks too. Sometimes, athletes bring sportswear from abroad and the brand develops those products to match the quality and design.

Testimony to India’s sporting success with Bollywood

Shiv-Naresh was the brand partner for Soorma. Image Source: Inside Sport

Shiv-Naresh, in its journey, has collaborated with some of the hit blockbusters from Bollywood which included Mary Kom, Azhar, Soorma and Budhia Singh. Being the co-brand partners/sponsors, for these movies has given a good mileage to Shiv-Naresh in past 3 years.

Beyond the Indian borders

Shiv-Naresh has been successful in making global impressions with its international product range of OOK and Trendz. OOK, as a premium brand was first launched in Europe and gained a wide acceptance for its quality and design. Today, Austria Hockey Federation and the T10 Premier League Dubai are among OOK’s global partners.

Defining strongly the Future of Indian Sportswear Market

According to a report in Economic Times, Pinakiranjan Mishra, National Leader (Retail & Consumer Products) at EY, says the sector has huge growth potential as sports in India become more popular. “The Indian sportswear market is roughly Rs 7,500 crore, out of which around 40% is accounted by sports apparel. This sector has the potential to grow further in future.”

Indian sportswear markets have really a long way to go!

 

For more interesting updates on Indian Sports, stay tuned with KreedOn.

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Bhawna Kothari
Lover of cultures, varied colors, and underdogs, Bhawna is a by-heart and professional playwright. Hailing from a journalism & communication background, she incorporates a careful study at both flips of the coin which is essentially required to be analytical in thoughts and words. Actively abreast of the current affairs around the globe, she likes knowing and bringing into light the unexplored. Problem solving via the power of content is what inspires her and hence KreedOn, a platform created for the betterment of sports ecosystem in India, is now her happy workplace!

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