Adidas strengthens countrywide network

| 21 September 1998 10:25 IST

Adidas, the strongest brand name in sportswear, is planning 25 new outlets in the country while doubling its turnover by end of the century.

Though they decline to disclose its annual turnover in India or in all the 160 countries, its net sale was DM 4.9 billion in the first half of 1998, states Shekhar Sathu, the regional head of the western region.

Adidas India Trading Pvt Ltd is having largest number of 16 outlets in five states in the northern region while the eastern region is having only four outlets, with western and southern regions of four states each having 13 and 12 outlets respectively.

Three among the western region are planned in Goa itself, out of which the Panaji outlet was opened last week whereas two more are being planned for Calangute in the coastal belt and Margao for the southern district of the tourist state. These outlets are also targeting the foreign tourists, as the season is beginning next month.

"Our customer, the high class and above, is hit neither by the overall recession nor the setback tourism industry is facing", claims Sathu. On the contrary, the Soccer World Cup and India's cricket fans have strengthened their market here, he adds.

Concentrating only in the A class cities of the country, Adidas is planning to widen its market base in the northern and western region, opening six and seven outlets respectively. The plan also includes eight more outlets in the southern region, including four mega-outlets, on the lines of the ones existing in Bangalore, Hyderabad and Chennai. Four more would also be opened in the eastern region.

Adidas sells 70 models of imported footwear, including 30 shoes introduced in India in last two months. Its sports apparels are however manufactured locally since Indian textile industry provides quality products, states Sathu.

As a part of the marketing strategy, Adidas is also planning to sponsor major sports events in the country, realising that Indians are sports lovers though it may not be doing well in actually playing variety of sports.

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