Puma Feels Virat Kohli Effect In India

There is absolutely no denying the fact that Virat Kohli is the most marketable sportsperson in the country. The batting superstar is hugely popular in all the parts of the country and among all age groups. Given the way he behaves on the field, he has been hailed as the flag-bearer of India’s fearless youth.

Well, German sportswear giant Puma has cashed in on Virat Kohli’s popularity. The company has said its association with the India skipper led to 10% of its sales in that country in 2019, as it reported an overall 23% in revenue growth.

Puma’s tie up with Virat Kohli’s One8 brand of formal footwear helped it cement its position as market leader in India. Apart from Virat Kohli, Puma also has signed endorsement associations with the boxer Mary Kom, footballer Sunil Chhetri, and actress Sarah Ali Khan over the last three years.

“We have cemented our leadership position as the country’s number one sports brand with a revenue growth of 23 per cent at Rs 1,413 crore in FY19, in a market where retail spending has been sluggish due to a the general slowdown,” Puma said on Monday according to Economic Times.

Announcing global earnings of €5.5 billion in 2019, Puma’s chief executive Bjorn Gulden said sales growth in India had been “accelerated” by a combination of “global strength and local execution”. He described 2019 as the best year in Puma’s history and singled out the relationship with the cricketer as an important reason.

“Year 2019 has been fantastic for us globally and in India. Our partnership with Kohli has been one of the most successful for us globally,” said the Puma official.

The company stated that the Asia-Pacific region has seen the strongest growth with a 26% increase in sales to nearly €1.6 billion. Growth in the region was primarily driven by sales in China and India. In India, Puma reported sales of Rs 1,413 crore (€182 million), up 17%.

“Our collaboration with Kohli’s One8 saw an exponential rise in sales in FY19, accounting for almost 10% of our total sales,” said Abhishek Ganguly.

Puma expects more strong earnings news ahead, with the 2020 Olympics and T20 cricket championships both expected to boost sales.

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