Page 22 - The 10 Most Pominent Retail startups in 2019
P. 22
India’s cricket craze brings business for apparel sector
he millions of die-hard cricket Team India in 1992 World Cup,
Tfans in India vouch that the is among the fastest selling item,
concept of loyalty is definitely followed by the caps.
not over-rated. What is termed as
cricket madness by some experts Though, it is more convenient to
is seen as unwavering devotion research and compare prices of
to the Indian team by online cricket apparel, this has
Indians. When an not affected footfall in brick and
event like the mortar stores. Sale in brick and
Cricket World Cup mortar stores is also attracting
begins, what follows an impressive number of buyers.
is a herd of cricket The sale in Tier-I cities in India
obsessed fans ready to throw is picking up as the tournament
myriad of support to the progresses. According to Nike
team. The frenzy means India’s marketing director Avinash
anything associated with Pant, “The stores, both online
cricket gets a higher leverage, and physical, are experiencing
opening up massive opportunities good traction in key cities
for companies and translating into like Mumbai, Delhi and
an overall economic development. Bangalore. As the
excitement builds up, we
Commercialised sport has always expect this traction to
been an important growth point of increase even further.”
a country’s economy. The world
of bat and ball means a lot to the immeasurable perks that online Unlike 2011, when Cricket World
market. World Cup 2007 incurred websites offer, fans have been Cup accessories were limited to
heavy losses after the Indian flocking to the sites to grab official t-shirts, trousers and caps, this
team made an early exit from the ICC cricket accessories. Nike, year’s official sponsors have
tournament. Not only the official which is the official sponsor of introduced seventy-three items
sponsors, but some other sectors Team India, has collaborated with including an array of fashionable
too were pushed into red. India’s e-retail giant Myntra to sell World accessories, like bags, too. “The
promising start in World Cup 2015 Cup 2015 kit exclusively online. merchandise went online in
with its victory over arch-rival Moreover, it is not only Myntra January 2015 and sales have picked
Pakistan marks for a wonderful that is securing good response, up from 20 orders a day to 300
time ahead for apparel sector too. other online websites like Amazon orders a day,” said Atul Srivastava
It is not just the boys that will be that are selling t-shirts with trophy managing partner, Gaames
adorning blue, it will be million photographs, ICC Cricket World Unlimited, a Bengaluru-based
other fans from around the world Cup logo, etc in different colours, sports management company.
sporting the same colour. And, are also attracting buyers. Official
as other cricket playing nations online stores of ICC and ESPN Fake vs Real
clamour to be on the same page as Cricinfo are expecting to earn US The official Team India caps,
India, apparel sale says otherwise. $ 10 million through sale in India, t-shirts, trousers, etc being sold
Choice of store Australia and New Zealand. These through Myntra are priced between
stores reported that the gold foil
Shopping online has become a print Indian retro t-shirt, worn by INR 1895 and INR 4995 and are
norm than an exception today. With a popular item among fans, but
22 December 2019
