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May, 21 2012

Sporting brand promise

Known for innovatively designed premium products, ‘KELME’ a Spanish sports and lifestyle brand has forayed into India. In an interview with Namita Bhagat, Robin Chaudhary, Director Kelme India shares brand’s further expansion plans.

Sporting brand promise

Known for innovatively designed premium products, ‘KELME’ a Spanish sports and lifestyle brand has forayed into India. In an interview with Namita Bhagat, Robin Chaudhary, Director Kelme India shares brand’s further expansion plans.

Brief us on the inception and concept of KELME?

KELME, a well-known and established Spanish sports and lifestyle brand, was founded in 1977 by Diego and José Quiles. With headquarters in Elche (Alicante, Spain), the company is devoted to the manufacturing and distribution of sportswear, footwear and equipment, for the sports and the fashion sectors. KELME has a great lineage and long years of existence overseas, including Spain, Brazil, and Russia. Its long course covers many successes and top-high events, like the equipment sponsorship of the whole Spanish Olympic team in Barcelona '92 Olympic Games, the sponsorship of Real Madrid C. F. from 1994 to 1998, as well as the sponsorship of the KELME cycling team, one of the best Spanish cycling teams in the history.

How did the brand decide to enter India? What is its USP?

After a complete market research and study of consumer behaviour towards the sports brands, we decided to make our debut in India. KELME forayed into India through a license partnership with Ghaziabad-based company Global Overseas, which is a part of Singapore-based Sports Fashion (SF). Global Overseas will be responsible for operation, manufacturing and distribution of KELME in India. The products are made to provide established power, swerve, accuracy and durability.

Which retail formats will the company follow?

With its entry, KELME launched its vibrant "Spring Summer Collection 2012" eying 20-25 per cent share of the market in the first year with a turnover of Rs 80 cr. We recently opened our exclusive brand outlet (EBO) in Rajouri Garden, New Delhi. Initially, we will focus on greater visibility at the leading malls in metros to target the consumers, especially the youth. Additionally, we plan to open 10-12 EBOs pan-India via the franchise model. The brand will also be present in over 600 multi-brand outlets (MBOs) across the country in the first year of its operation.

What is the area and capital needed to open the brand's retail outlets in the country?

For opening KELME's exclusive outlet, the minimum area required is approximately 900-1500 sq ft along with an investment of about Rs 20-25 lakh.

How will you to compete with other local/global brands operating in your business segment in India?

KELME has its own identity worldwide in sports-specialty and sports-lifestyle market due to its innovative designs and electrifying new-age colours, which are very much popular in today's market. Besides, the pricing is much economical and pocket-friendly to suit the Indian consumers, and it gives value for their money. The company also plans comprehensive marketing and promotion strategies making the brand available at 15-20 per cent economical price as compared to the leading brands available in India.

Foundation Year: 1977

Country of origin: Spain

Sector: Sports & Lifestyle

India entry: 2012

Area: 900-1500 sq ft (EBO)

Investment: Rs 20-25 lakh

Expansion: 10-12 EBOs (Pan-India)

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