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Writer: exchange4media Mumbai Bureau - Monday, Apr 03,2006 8:26 AM

Puma charts out aggressive growth plans in India; launches new range for 2006

Puma charts out aggressive growth plans in India; launches new range for 2006

Sports lifestyle company Puma has announced the launch of its 2006 range in India through its newly founded subsidiary, Puma Sports India Pvt, which is headquartered in Bangalore and has been operational since January 1, 2006.

Rajiv Mehta, General Manager, Puma Sports India, said, “The challenges facing any international brand in India are enormous – be it infrastructure, the complexity of interstate business or the fragmentation of the market. However, the opportunities presented by a rapidly growing demand for brands, the growth of a young, affluent middle class, and the promise of future economic reforms make India one of the most exciting and rewarding places for a dynamic sports lifestyle brand.”

The products that will be launched in India in 2006 represent the global range in traditional performance sports in the categories of football, running and cricket, new categories of golf and motor sports, and the emerging categories of yoga, fashion and dance. The range will comprise nearly 250 stock keeping units (SKUs) in footwear, 200 SKUs in apparel, and 100 SKUs in accessories.

The expansion plans of Puma Sports India are ambitious – to establish Puma in India at parity with the brand’s global position. The long-term mission of the company in India is identical with the global Puma mission, that is, to become the most desirable sports lifestyle company in India. Puma will measure itself against this benchmark rather than the more traditional ones, which may apply in other less dynamic segments of the market.

Puma Sports India aims to be recognised as one of the top three brands and will achieve this mission by delivering the unexpected in sports lifestyle footwear, apparel and accessories and supporting the brand with marketing, which is surprising, stimulating and entertaining.

Puma Retail and shop-in-shop will create a unique Puma shopping experience, which will constantly surprise customers and present product innovations in an appropriate environment. The retail arm will also give Puma the unique opportunity to discover more about the desires and needs of consumers and to design the collections accordingly. Exclusive retail stores are planned in co-operation with both retail and wholesale partners. The first Puma store is expected to open in the second quarter of 2006.

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