Puma pushes stamina for performance, lifestyle

Puma Sports India Pvt Ltd, a subsidiary of German sports lifestyle retailing major Puma AG, is all to set to become the biggest player in the performance and lifestyle segment by 2016.

In an interaction with Deccan Herald, Puma South Asia Managing Director Rajiv Mehta claims that they are now No 2 in the ranking, just below Adidas. “We are confident enough to achieve the leadership position in India by 2016. Our India business is in the league of top 10 other countries in Puma AG’s international business and we will achieve fifth position by 2016-17,” said Mehta.

Puma started off its Indian  journey in 2005 and became profitable by 2009 by competing with other international brands including Nike, Reebok and FILA.

“Currently, we are present in 110 cities with a total number of 200 outlets and out of this 50 are company owned and company operated (COCO) and the rest franchisee-run exclusive stores. “Every year we are opening around 5 per cent of the total store strength, with the typical size of each of these store around 1,500 sq ft. We are looking for COCO model more to expand out business,” he said.

With an overwhelming population conscious of their health and fashion, the organised sportswear and gear market is currently pegged at Rs 3,000 crore and is registering a growth of 20 per cent. Puma with its outlets, distributors and own outlets reach out to the customers to take on the competition.

Talking about the product mix, Mehta said, Puma is focussing on the performance, lifestyle and accessories markets. Puma products are available in three segments like training and fitness products for women, running products and football products. “Performance market is giving a major chunk of our business contributing 55 per cent. Lifestyle apparels and accessories give 35 and 10 per cent respectively,”  adds Mehta.

Urban Stampede

As part of its efforts to reach out to its customers, Puma is banking more on the event front— Urban Stampede, a running challenge for corporate houses, and School of Speed, an initiative for schools.
Urban Stampede returns to Bangalore on 3rd August.

Puma Social Club, which is attached to its flagship store in a shopping and dining hotspot in Bangalore, is to be replicated in New Delhi and Mumbai.

Puma was started by brothers Rudi and Adi Dassler at Herzogenaurach in Germany. But now French company Kering SA holds about 84 per cent of Puma AG.