This document provides an overview of the Indian sportswear market for a global brand looking to enter. It discusses that sportswear includes clothing and footwear worn for exercise. The Indian market size is $1.3 billion and growing at 33% annually due to increasing health awareness. Leading brands like Adidas and Reebok control over 70% of the market. The document recommends the new brand focus on footwear first to gain market share and brand awareness, then expand into other sports apparel. A SWOT analysis identifies opportunities in India's young population but also threats from competition and need for brand building. A marketing strategy outlines sponsoring sports events, expanding retail stores, and promotions. Further market research steps are outlined.

1. INDIAN MARKET
GLOBAL BRAND ENTERING TO
HARSHA GVCreated by :

2. What is a Sportswear?
Demographics
Market Size and Growth
Leading Brands and Share
Strategy to Enter the Market
SWOT Analysis
Marketing Strategy
Next steps for detailed analysis

3. What is a Sportswear?
• Sportswear or activewear is clothing, including footwear, worn for sport or
physical exercise. Sport-specific clothing is worn for most sports and physical
exercise, for practical, comfort or safety reasons.
• Typical sport-specific garments include shorts, tracksuits, T-shirts, tennis shirts
and polo shirts. Specialized garments include wet suits (for swimming, diving or
surfing) and salopettes (for skiing) and leotards (for gymnastics). Sports
footwear include trainers. It also includes some underwear, such as the
jockstrap and sports bra. Sportswear is also at times worn as casual fashion
clothing.

4. Demographics
• India has 17.5 % of the World’s population
• India has more than 50% of its population below the age of 25 and more than
65% below the age of 35. It is expected that, in 2020, the average age of an
Indian will be 29 years.
• The population in the age-group of 15-34 increased from 353 million in 2001 to
430 million in 2011. Current predictions suggest a steady increase in the youth
population to 464 million by 2021.
• With half of the Indian population being 25 years or younger, the Indian youth
are independent, and have a great sense of brand awareness. For instance,
there is a growing awareness among them about the different types of
sportswear available for different activities like tennis, squash, running etc.

5. Market Size and Growth
• The athletic apparel and footwear industry in India has witnessed a phenomenal growth over
the past seven years and now occupies a place of prominence in the Indian economy in
terms of its massive potential for employment generation and export. The industry has
witnessed brisk growth in the last few years driven by the rising income levels, amending
lifestyles and the entry of foreign players in the industry post liberalization.
• India athletic apparel market: $1.3 billion industry by 2017
• The sportswear retail market in India is estimated at INR365.8 billion and is expected to grow
at a robust CAGR of 33% during 2010–2014. The market includes sports apparel, footwear
and accessories, with footwear being the largest segment, accounting for around 60% of the
total market.
• Key factors in this industry include increased awareness of healthy lifestyles, and a growth in
jogging, training and workouts.
• With global integration, the modifying workplace customs and with the culture of many IT
and MNCs having in-house gymnasiums or sponsoring their employees for fitness activities
such as gymnasiums, golf and yoga, the demand for sports apparel is surging.

6. Leading Brands and Share
6%
11%
16%
21%
46%
OTHER BRANDS
*Reebok- Adidas combine is the market leader in India

7. Strategy to Enter the Market
 The company entering the Indian market should start by
launching “FOOT WEAR” in a bigger way.
 All the leading Brands in the Indian market have more than
50% of market share in foot wear.
 This helps the brand to get easily penetrate into each
household , create brand awareness, loyalty. Which would
help “SPORTS WEAR”

8. WEAKNESS
 Late entry to the market. (Reebok & NIKE entered in
1995)
 In the initial years won’t be able to cater to all the
segments.
 Large network of stores not available.
 Brand awareness.
 First Brand needs to create a strong penetration in the
market by selling Foot wear
 Need to follow the market leader while pricing.
SWOT Analysis
STRENGHTS
 Global level player – good brand image.
 Provide good global quality product.
 Global brand ambassador to attract the consumers.
 Have wide variety of clothes ,designs, qualities to cater
all the segments , gender and age groups
 Competitive low price with quality by outsourcing to
global suppliers.
 Introducing new collection with interesting design , using
fun colors to jazz up the brand.

9. OPPORTUNITY
 $1.3 Billion market by 2017
 CAGR of 33% (2010-2014)
 25 group population in India highest in the world.
 Online retail market expected CAGR -37% -potential for
Sportswear online retail to grow substantially
 Young and educated population getting attracted to sports
and fitness.
 Increasing -consuming population , discretionary spend and
disposable income.
 Emerging Tier 2(26 cities) & 3 (33 cities)markets
 Growing Organized retail.
Threats
 To many players in the market & new competitors entering
very fast.
 Low pricing strategy adopted by competitors.
 Low profit margin difficult to survive in long run.
 4 global brands having a market share of more than 70%+
and strong loyal consumers base.
 Poor Sports infrastructure
 Heavy competition from unorganized market and local players.
 Excise duty on imports increase the cost burden & pricing.

10. Marketing strategy
 Getting associated with major sports events
 Opening large network of stores first in 5 Metros , followed by Tier 2 & 3
markets.
 Creating a strong brand image in the market by placing it above the competitors
 Conducting inter collegiate and inter school sports event at the same time
advertising the brand aggressively.
 Co sponsors in marathon , music concert , beauty pageants and body building.
 Promoting the brand in all sports club
 Projecting the brand as “One Stop shop” to meet all your needs for you and
your family.
 Having a strong presence in the social network by getting users exposed to all
the information and new trends about the brand & its products.
 Approaching big corporate company and conducting shows and events.
 Having tie ups with largest network of fitness GYM, Yoga classes , dance
institution, Sports academy.
 Showing the advertisements in Movie theaters, malls, movie ads, radio
Newspaper, television.

11. Next steps for detailed analysis
Retail Panel
 Understand Sub categories, colors sizes and shapes.
 Study the market by measures- sales value, units and share.
 Study the market by Place: All India , Urban , 5 metros, Tier 2, Tier 3 metros, States.
 Try to understand which brand dominates more in which markets & the segments covered
by them
Household Panel
Understand the category and brand level.
 Penetration ,Value Share .
 Loyalty ( Solus , Core , Non Core user)
 New buyers and Repeat buyers
 Purchase frequency
Indian Readership Survey
Understand the category at the overall level irrespective of brand used
 Category Usage
 Duration of wearing
 Times in a day week month
 Used for A)Casual B)Sports C)Fitness or D)B&C Both
 Study the market by : Male and Female across age groups ,across Children's , Teens ,
Adult, 60+ , across LSM 1-11+.

12. Thank You for your time and attention!