“India is a very important market for us and our local team has done an outstanding job in establishing Puma as the Number 1 sports brand in the country. Given that India is a very digital-savvy market where eCommerce has high penetratration, we felt it natural to launch the app here first. It will then be rolled out globally during the year.” Puma generated nearly 43% of its sales from eCommerce last year, a sharp jump from 25% in 2019.”
— Bjørn Gulden, Puma CEO
The top German sportswear brand Puma launched its shopping app in India, the first market globally where it will sell merchandise through its own app. Puma CEO Bjørn Gulden said that “India is a very important market for us and our local team has done an outstanding job in establishing Puma as the Number 1 sports brand in the country. Given that India is a very digital-savvy market where eCommerce has high penetratration, we felt it natural to launch the app here first. It will then be rolled out globally during the year.” Puma generated nearly 43% of its sales from eCommerce last year, a sharp jump from 25% in 2019.
ET Retail reported that the company said it had renewed its investment in India as a high-priority market with the launch of the app. Puma posted a revenue of Rs 2,044 crore in India during the financial year ending December 2021, a 68.2% jump over the previous fiscal. The brand also added 51 stores last year and has a total of 450 stores in the country so far.
Adidas, Nike and Puma have been around for two decades in India and have grown by partnering cricket and other sporting activities. However, many players have shifted their positioning to lifestyle and regular athletic wear brands
“With the launch of the PUMA app, we will offer our consumers a faster, seamless and convenient digital shopping experience. The app is powered with multiple technology-led features and that will enhance user experience,” Abhishek Ganguly, Managing Director, Puma India and Southeast Asia, said. He also pointed out that Puma was the first brand in India to realise the potential of ecommerce and launched its online shopping platform in 2016. With this app, it is ready to take the shopping experience to the next level and engage with consumers more closely with the help of interactive features.
ET Retail reported also that India was one of the fastest-growing and largest international markets for footwear companies. Adidas, Nike and Puma have been around for two decades in India and have grown by partnering cricket and other sporting activities. However, many players have shifted their positioning to lifestyle and regular athletic wear brands.
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