Shiv Naresh is India’s Slazenger or Puma or…
A sportswear brand from West Delhi is challenging Adidas, Puma, Reebok and Nike
R K Singh started Shiv-Naresh because he could not buy affordable sportswear near his home in Delhi . What started as a small business is India’s biggest apparel and sportswear brand today.
Shiv Naresh may have copied the logo from Slazenger, but it is unique in making its brand visible. It directly ties up with athletes and players. Sportspersons such as Mary Kom, Sardar Singh, Vijender Singh, Sushil Kumar, the Indian hockey team, Mohun Bagan and East Bengal wear apparels of Shivnaresh. It’s annual turnover for FY16 was INR 69cr. It employs more than 1000 people. Now they are serious about advertising.
R K Singh shares, “Everyone knows us in the Indian sports fraternity. But the common man is not aware that a brand like Shiv-Naresh exists which manufactures quality apparel at affordable prices. We have been associated with Hindi movies as a sponsor for the past three years. We started with the Priyanka Chopra-starrer ‘Mary Kom’ and our latest association was with ‘Azhar’, for which we have got good mileage,”.
By 2020 Indian sportswear market will be worth more than INR 56000cr. It is growing at 12% compounded annual growth rate (CAGR). Though, four big brands (Reebok, Adidas, Puma, Nike) dominate the market, brands such as Shiv Naresh have an advantage in terms of price and local tastes. There is scope for more brands.
