The vision is to develop a sports and lifestyle brand
in specific sport and lifestyle consumer segments within specific global
markets, representing affordability and value.
The brand will position itself against under and badly branded,
local brands, as well as overpriced imported brands and will journey from
sports products and services to a wider spectrum of the lifestyle segment.
The entire focus of the group
is structured towards providing royalty, commission and bonus generation
opportunities for local sports bodies and associations as well as the community
of sports men and women who are unable to sustain themselves due to the lack of
funds available in sport in poorer economies around the world.
The strategy of focusing on under branded segments, but with large economies of
scale will see the brand first emerging on cricket related equipment and
clothing in India, as a powerful and relatively low-cost "branding" exercise.
It will then transition to close and easily accessible markets
of Bangladesh, Pakistan and Sri Lanka. The sheer size of these four target
markets, along with the relatively low costs involved in getting the brand to
the end consumer, will ensure stage one uptake of the brand. Branding on
cricket equipment and clothing in one country (namely India) will bring brand
visibility in these neighbouring countries.
is established in these four markets, in its chosen segment (cricket equipment
and clothing), it will begin transcending into other segments - sports
equipment. These will be namely other sports, fitness, lifestyle products,
services and equipment, and specifically sports branded leisurewear for
children and teenagers in particular.
The brand is positioned to capture the (mass) consumers, who aspire to buy
foreign/imported brands but do not as yet have the purchasing power to afford
the same, as these foreign brands are highly priced and are still only for the
upper classes. Hence
is positioned, as a brand offering comparable quality, yet competitively priced
verses imported brands.
The low cost marketing and recruiting structure arising from
being established in a low cost environment (India) will be a key element in
offering the consumer quality international standard products at competitive
Another fundamental reason for the creation and launch of an
international brand, managed and based in India is to counter the cost base of
launching an international brand with a local developing market cost base,
along with a growing trend amongst consumers to promote and buy local brands.
In addition, the attraction of talented resources and eventually low cost
manufacturing is in abundance.