Sportswear in India

SPORTSWEAR IN INDIA
Euromonitor International
July 2015
SPORTSWEAR IN INDIA
Passport
LIST OF CONTENTS AND TABLES

Sportswear in India - Category analysis ....................................................................................... 1
Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Sales of Sportswear: Value 2009-2014 ........................................................ 3

Sales of Sportswear: % Value Growth 2009-2014 ....................................... 3
NBO Company Shares of Sportswear: % Value 2010-2014 ........................ 3
LBN Brand Shares of Sportswear: % Value 2011-2014 ............................... 4
Distribution of Sportswear by Format: % Value 2009-2014 .......................... 5
Forecast Sales of Sportswear: Value 2014-2019 ......................................... 5
Forecast Sales of Sportswear: % Value Growth 2014-2019 ........................ 6
Apparel and Footwear in India - Industry Overview ...................................................................... 7

Executive Summary ..................................................................................................................... 7
Strong Growth Continues ......................................................................................................... 7
Premiumisation Trend Contributes To Overall Growth ............................................................. 7
International Players Continue To Look To India ...................................................................... 7
Internet Retailing Continues To Gain Distribution Share .......................................................... 7
Opportunity for Luxury Brands To Expand ................................................................................ 7
Key Trends and Developments .................................................................................................... 8
Popularity of Internet Retailing Among Consumers Continues To Surge ................................. 8
Semi-formal Dress at Work Picking Up..................................................................................... 8
Popularity of Performance Based and Weather Based Apparel on the Rise ............................ 9
Market Data ................................................................................................................................ 10
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Sales of Apparel and Footwear by Category: Volume 2009-2014.............. 10

Sales of Apparel and Footwear by Category: Value 2009-2014................. 10
Sales of Apparel and Footwear by Category: % Volume Growth 20092014 ........................................................................................................... 10
Sales of Apparel and Footwear by Category: % Value Growth 20092014 ........................................................................................................... 11
NBO Company Shares of Apparel and Footwear: % Value 2010-2014 ..... 11
LBN Brand Shares of Apparel and Footwear: % Value 2011-2014 ............ 12
Distribution of Apparel and Footwear by Format: % Value 2009-2014 ....... 12
Distribution of Apparel and Footwear by Format and Category: %
Value 2014 ................................................................................................. 13
Forecast Sales of Apparel and Footwear by Category: Volume 20142019 ........................................................................................................... 14
Forecast Sales of Apparel and Footwear by Category: Value 20142019 ........................................................................................................... 14
Forecast Sales of Apparel and Footwear by Category: % Volume
Growth 2014-2019 ..................................................................................... 14
Forecast Sales of Apparel and Footwear by Category: % Value
Growth 2014-2019 ..................................................................................... 15
Definitions................................................................................................................................... 15
Sources ...................................................................................................................................... 15
SPORTSWEAR IN INDIA
Summary 1
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Research Sources ...................................................................................... 15
II
SPORTSWEAR IN INDIA
SPORTSWEAR IN INDIA - CATEGORY

ANALYSIS
HEADLINES
Sportswear continues to perform strongly in 2014 and registers current retail value growth of
23% to reach Rs241.8 billion
The increasing importance of fitness among urban consumers helps drive sales of sportswear
Women's sports footwear registers the strongest current retail value growth of 37% to reach
Rs32.3 billion
adidas India Marketing Pvt Ltd continues to lead sportswear and accounts for 10% of retail
value sales
Sportswear is expected to register a retail value CAGR of 11% (constant 2014 prices) to
reach Rs408.2 billion in 2019
TRENDS
World Yoga Day in June 2015 was celebrated with much pride and gusto across the country.
The importance of fitness and staying healthy is increasing across the rural and urban regions
of India alike. The urban and metro centres are witnessing strong growth of fitness clubs and
gyms as well as yoga centres. The country is also taking up a number of sports such as
badminton, swimming, squash, cricket, football and basketball, with Indian sportspersons
achieving success at international level. These factors helped sportswear to register strong
current retail value growth of 23% in 2014 and register sales of Rs241.8 billion.
In sports apparel, outdoor apparel registered the strongest current retail value growth of 25%
followed by performance apparel which increased by 18% while sports-inspired apparel
registered growth of 16%. The increasing trend towards health and wellness and growing
importance of sports among urban consumers helped drive sales of sports apparel.
The most important sporting disciplines in India include cricket, football, basketball, tennis and
badminton. There is growing interest in sports among young consumers and this is helping to
drive sales of sportswear in the country. Most news channels have dedicated slots for sportsrelated news during prime time, which is helping to increase awareness of international and
domestic sporting events.
The popularity of marathons is on the rise in India. Tata Consultancy Services organises the
annual TCS 10k marathon in the city of Bangalore, which is popular nationally. The Standard
Chartered Mumbai Marathon is an annual marathon event conducted in the city of Mumbai.
The number of people enrolling for these marathons in the metro cities is on the rise year on
year and these events get national television coverage, which encourages people to take up
running.
Counterfeit sportswear products have significant sales across major cities around India and it
is increasingly difficult to spot the difference between original and fake products. However,
global brands such as Nike, adidas and Puma put significant checks on counterfeit products
with the help of local authorities in 2014.
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Internet retailing continued to gain share of the sportswear market in India during 2014 and
commanded a retail value share of 5%. Internet retailing provides consumers with the
convenience of shopping from home and gives consumers in tier-two and tier-three cities
access to a large variety of branded products which were previously not available to them.
Pricing differences between brick-and-mortar stores and internet retailers is significantly high
in India, leading to consumers shifting to the internet channel to make purchases.
COMPETITIVE LANDSCAPE
adidas India Marketing Pvt Ltd remained the leading player and accounted for 10% of retail
value sales in 2014. Reebok India Pvt Ltd ranked second with 5% followed by Nike India Pvt
Ltd with 4%. These three brand hired domestic and international stars to promote their brands
during 2014.
adidas India Marketing Pvt Ltd managed to register the biggest increase in value sales in
absolute terms during 2014. The company continued to focus on increasing the variety of
sporting products available to consumers and also invested in its stores to make them more
attractive. The company also focussed on the internet retailing channel to attain sales and
promote its products during 2014.
Footwear (klick) India Pvt Ltd registered the strongest current retail value growth of 71%
during 2014, backed by the strong performance of its Lancer sports shoe range. The
company continued to promote its brand through television advertisements and print ads.
The local players target mainly the mass segment of sportswear and offer economy-priced
products. The prominent domestic players within sportswear in India include Liberty and
Lancer Footwear. Indian domestic players are also registering strong growth within the market
and are increasing their share and presence due to the low pricing point at which they sell
their products.
Prominent sportswear brands in India include adidas, Reebok, Nike, Woodland, Puma, Fila,
US Polo and Power. Apart from Reebok, which faced internal issues, most of these brands
gained retail value share in sportswear in 2014.
Prominent advertising campaigns for sportswear brands such as Fila, Puma, adidas and
Reebok that are based around cricket, basketball, tennis and Formula One target consumers
aged 15-50.
Private label remained negligible within sportswear in India in 2014.
PROSPECTS
Over the forecast period, sportswear is expected to perform strongly due to the favourable
macroeconomic environment in the country. Interest in sports generally is on the rise due to
the growing influence of sports such as cricket, football, basketball and swimming. Urban
consumers are becoming more health conscious and are taking up sports such as badminton,
tennis and squash, joining fitness clubs and gyms, and taking up to jogging and running to
stay fit. This trend is expected to further strengthen over the forecast period and will help drive
sales of sportswear in India over the forecast period.
The retail value CAGR of 11% (constant 2014 prices) expected over the forecast period is
slightly lower than the CAGR of 13% registered over the review period many new players
are expected to enter the market, which will result in a lower average unit price.
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Outdoor apparel and sports-inspired footwear are predicted to record the most dynamic
performances over the forecast period, with retail value CAGRs of 10% and 17% (constant
2014 prices), respectively. This is not only because of their low sales bases, but also due to
the increasing popularity of outdoor activities in India. In addition to traditional outdoor
activities such as hiking, emerging genres such as camping and rally racing are likely to
receive increasing attention over the forecast period. In addition, more amateurs, such as
middle-aged and older people, are also likely to participate in outdoor activities, to jointly drive
outdoor apparel and footwear to a dynamic performance over the forecast period.
The potential threat to existing sportswear brands in the market would be the entry of small
domestic players that could offer products at significantly lower prices than the existing
brands, which would eat into the share of the larger international players.
CATEGORY DATA
Table 1
Sales of Sportswear: Value 2009-2014
INR bn
Sports Apparel
- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
Sports Footwear
- Performance Footwear
- Outdoor Footwear
- Sports-inspired
Footwear
Sportswear
Source:
2009
2010
2011
2012
2013
2014
45.2
28.2
12.7
4.3
36.4
24.7
6.4
5.3
55.5
36.4
14.3
4.9
45.5
30.6
8.2
6.8
68.5
45.8
17.4
5.3
58.0
38.8
10.6
8.6
83.8
55.9
21.9
6.0
73.3
48.9
13.5
10.9
102.2
67.1
28.1
7.1
94.3
62.1
17.8
14.4
122.4
79.1
35.1
8.2
119.5
77.7
23.1
18.7
81.6
101.0
126.5
157.1
196.5
241.9
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Sportswear: % Value Growth 2009-2014
% current value growth
Sports Apparel
- Outdoor Apparel
Sports Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Source:
2013/14
2009-14 CAGR
2009/14 Total
19.8
18.0
25.0
16.0
26.7
25.0
30.0
30.0
23.1
22.0
22.9
22.6
13.6
26.9
25.8
29.4
28.6
24.3
170.8
180.8
176.5
88.8
228.7
215.0
262.6
251.5
196.6
Table 3
NBO Company Shares of Sportswear: % Value 2010-2014
% retail value rsp
SPORTSWEAR IN INDIA
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Company
2010
2011
2012
2013
2014
adidas India Marketing

Pvt Ltd
Reebok India Pvt Ltd
Nike India Pvt Ltd
Aero Group
Puma Sports India Pvt Ltd
Relaxo Footwear Ltd
Fila India Ltd
Footwear (klick) India
Pvt Ltd
Proline India Ltd
Arvind Lifestyle Brands
Ltd
Bata India Ltd
Sports Lifestyle Pvt Ltd
VF Brands India Pvt Ltd
Liberty Shoes Ltd
Page Industries Ltd
Wildcraft India Pvt Ltd
VF Arvind Brands Pvt Ltd
Others
Total
11.7
10.2
11.0
10.3
10.4
14.3
2.6
2.8
1.8
0.4
1.1
0.7
13.4
2.8
2.8
1.8
1.2
1.1
0.7
7.5
3.3
2.8
1.9
1.3
1.2
0.8
5.9
3.5
2.7
1.9
1.5
1.4
0.9
5.1
3.7
2.8
2.4
1.6
1.6
1.2
0.6
0.6
0.7
0.6
0.8
0.6
0.9
0.7
0.9
0.8
1.1
0.1
0.1
0.1
0.1
0.2
61.9
100.0
0.8
0.1
0.1
0.1
0.1
0.2
63.4
100.0
0.8
0.2
0.2
0.1
0.1
0.1
67.2
100.0
0.8
0.2
0.2
0.1
0.1
0.1
68.9
100.0
0.6
0.2
0.2
0.1
0.1
0.1
68.1
100.0
Source:
Table 4
LBN Brand Shares of Sportswear: % Value 2011-2014
% retail value rsp

Brand
adidas
Reebok
Nike
Woodland
Puma
Sprax
Fila
Lancer Footwear
Proline
US Polo
Power
adidas Kids
Converse
Lotto
Nautica
Weinbrenner
Force
Speedo
Wildcraft
Nautica
Others
Total
Company
Pvt Ltd
Nike India Pvt Ltd
Aero Group
Puma Sports India Pvt Ltd
Relaxo Footwear Ltd
Fila India Ltd
Footwear (klick) India
Pvt Ltd
Proline India Ltd
Arvind Lifestyle Brands
Ltd
Bata India Ltd
Pvt Ltd
Nike India Pvt Ltd
Sports Lifestyle Pvt Ltd
Bata India Ltd
Liberty Shoes Ltd
Page Industries Ltd
Wildcraft India Pvt Ltd
VF Arvind Brands Pvt Ltd
2011
2012
2013
2014
9.7
10.5
9.9
10.0
13.4
2.5
2.8
1.8
1.2
1.1
0.7
7.5
3.1
2.8
1.9
1.3
1.2
0.8
5.9
3.2
2.7
1.9
1.5
1.4
0.9
5.1
3.5
2.8
2.4
1.6
1.6
1.2
0.7
0.6
0.8
0.6
0.9
0.7
0.9
0.8
0.8
0.5
0.7
0.4
0.7
0.4
0.5
0.4
0.3
0.1
0.1
0.1
0.1
0.2
63.4
100.0
0.3
0.2
0.2
0.1
0.1
0.1
0.1
67.2
100.0
0.3
0.2
0.2
0.1
0.1
0.1
0.1
68.9
100.0
0.3
0.2
0.2
0.1
0.1
0.1
0.1
68.1
100.0
SPORTSWEAR IN INDIA
Source:
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Table 5
Distribution of Sportswear by Format: % Value 2009-2014
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Non-Grocery Specialists
-- Apparel and Footwear
Specialist Retailers
-- Leisure and Personal
Goods Specialist
Retailers
--- Sports goods stores
--- Other Leisure and
Personal Goods
Specialist Apparel
Retailers
-- Other Non-Grocery
Apparel and Footwear
Specialists
- Mixed Retailers
-- Department Stores
-- Mass Merchandisers
-- Variety Stores
-- Warehouse Clubs
Non-Store Retailing
- Homeshopping
- Internet Retailing
- Direct Selling
- Vending
Total
Source:
Table 6
2009
2010
2011
2012
2013
2014
99.3
3.4
3.4
99.2
3.5
3.5
99.1
3.7
3.7
98.1
3.8
3.8
96.8
3.9
3.9
95.1
4.0
4.0
1.2
2.2
-
1.3
2.3
-
1.3
2.4
-
1.3
2.5
-
1.4
2.5
-
1.4
2.6
-
91.9
58.1
91.5
56.8
91.2
54.6
89.9
52.5
88.5
51.0
86.6
49.0
33.6
34.5
36.3
37.2
37.3
37.3
33.6
-
34.5
-
36.3
-
37.2
-
37.3
-
37.3
-
0.2
0.2
0.2
0.3
0.3
0.3
4.0
4.0
0.7
0.1
0.6
100.0
4.2
4.2
0.8
0.1
0.7
100.0
4.3
4.3
0.9
0.1
0.8
100.0
4.4
4.4
1.9
0.1
1.8
100.0
4.4
4.4
3.2
0.1
3.1
100.0
4.4
4.4
4.9
0.1
4.9
100.0
2018
2019
Forecast Sales of Sportswear: Value 2014-2019
INR bn
2014
2015
2016
2017
SPORTSWEAR IN INDIA
Sports Apparel
- Outdoor Apparel
Sports Footwear
- Outdoor Footwear
- Sports-inspired
Footwear
Sportswear
Source:
Table 7
Passport
122.4
79.1
35.1
8.2
119.5
77.7
23.1
18.7
134.3
86.3
39.3
8.8
137.8
88.9
26.6
22.2
146.6
93.6
43.6
9.4
157.8
101.4
30.2
26.2
159.1
101.1
48.0
10.0
179.1
114.6
33.8
30.7
171.6
108.7
52.3
10.6
201.4
128.3
37.5
35.6
183.9
116.3
56.5
11.2
224.3
142.4
41.3
40.6
241.9
272.1
304.4
338.1
373.0
408.2
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast Sales of Sportswear: % Value Growth 2014-2019
% constant value growth
Sports Apparel
- Outdoor Apparel
Sports Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
7.2
7.0
8.0
5.0
11.3
11.0
10.0
14.0
9.4
8.5
8.0
10.0
6.4
13.4
12.9
12.3
16.8
11.0
50.2
46.9
61.0
36.3
87.7
83.4
78.5
117.3
68.8
trade sources
SPORTSWEAR IN INDIA
APPAREL AND FOOTWEAR IN INDIA INDUSTRY OVERVIEW

EXECUTIVE SUMMARY
Strong Growth Continues
Apparel and footwear continued to show strong retail value growth in India in 2014. Rising
disposable incomes, urbanisation and the growing importance of personal appearance among
Indian consumers helped drive sales. The category registered stronger current retail value
growth in 2014 than the previous year due to improving economic conditions. A new
government in office renewed confidence among the masses and in industry.
Premiumisation Trend Contributes To Overall Growth

The trend of consumers trading up to premium products continued in 2014. Increasing
disposable incomes, rising numbers of double-income families, urbanisation and growth of
modern retailing helped increase the penetration of branded and premium apparel and footwear
sales. The growing middle class in the country was willing to spend on apparel and footwear
products and a gradual shift towards branded and premium offerings was seen. The influence of
Bollywood movies and television soaps also contributed to consumers becoming more style
conscious and increasing expenditure on appearance and fashion.
International Players Continue To Look To India

Strong growth in apparel and footwear in India represents an opportunity for international
players to enter. A number of international players such as Gap and H&M stated they intend to
enter the market. Players such as Pepe and Elle confirmed their entry into the childrenswear
market. The new government in power has made it amply clear that they would continue to
allow 100% FDI in single brand retailing. This commitment by the new government is expected
to encourage international players to enter the country. The government also started the Make
in India campaign to invite international players to set up their manufacturing base in India.
Over the coming years more international players are expected to enter the Indian market.
Internet Retailing Continues To Gain Distribution Share

Internet retailing continued to show strong growth in India during 2014. Most of the internet
retailing players such as Amazon, Snapdeal, Flipkart and Jabong benefited from investment in
2014, which helped to increase the variety and categories of products offered. Internet retailing
led consumers in tier-two and tier-three cities gaining access to branded apparel and footwear
products which previously was unavailable to them. Tier-two and tier-three cities provide great
opportunities for players to expand and internet retailing is being considered as the best
platform for expansion in these centres.
Opportunity for Luxury Brands To Expand

In 2014, luxury brands in India where available mainly in metro centres such as New Delhi,
Bangalore, Mumbai and Chennai. There are immense opportunities for luxury apparel and
footwear players to expand in non-metro centres in India. Consumers in these centres have
money to spend but the availability of luxury brands is negligible. Luxury brands within apparel
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and footwear are looking at cities such as Pune, Surat, Hyderabad, Kolkata and Chandigarh for
future expansion.
KEY TRENDS AND DEVELOPMENTS

Popularity of Internet Retailing Among Consumers Continues To Surge
Internet retailing has been gaining prominence in India over the review period and the
penetration of internet retailing has been on the rise over the review period. Rapid growth of
smartphones in India has helped drive sales through internet retailing as more and more
consumers are coming online. As of 2014, it is estimated that close to 4% of all apparel and
footwear sales in India were contribute by internet retailing. The year also witnessed a slew of
investments into the Indian online retailers with top business heads of India committing money.
Ratan Tata of Tata Sons invested in Snapdeal.com, Narayan Murthy of Infosys invested in
Amazon.com and Azim Premji of Wipro invested in Flipkart.com giving a boost to Indian online
retailing. Japanese telecom and media group SoftBank Corp invested US $627 million into the
Indian retailer Snapdeal.com. Infusion of money into the Indian online retailers helped the online
players to increase their product offerings and to smoothen out their delivery and logistics side
of the business.
The trend of consumers visiting stores and checking products and making orders online is on
the rise in the urban centres. The trend of online shopping of apparel is being driven largely by
technology savvy youth as well as by the urban tech savvy urban workforce. Internet retailing
provides the option of convenience of shopping from home and hence is gaining popularity
among urban consumers who are hard strapped for time. Internet retailers such as Myntra.com
and Yepme.com also offer coupons to shoppers and hence are attracting more shoppers online.
Outlook
Over the forecast period the importance of internet retailing channel is expected to increase
as share of internet retailing is expected to continue to increase. The government of India under
Prime Minister Narendra Modi recently conducted Digital India Week in order to increase
broadband internet penetration in the country. The government has an ambitious target of
connecting all the villages in the country through broadband connection. Private players such as
Reliance Industries Limited, Aditya Birla Group, Tata Group, Wipro and Bharti Enterprises
pledged an investment of Rs4.5 trillion over the next five years to achieve this goal.
Broad band connectivity across all rural regions would mean a boom for internet retailing as
penetration of internet retailers would increase manifold. A number of top brands in apparel and
footwear industry are already concentrating on the internet retailing channel and there are talks
of some prominent luxury brands such as Swarovski, Furla and Armani joining e-commerce. As
per Euromonitor estimates, by the end of the forecast period of 2019 close to 13% of all apparel
and footwear sales in India would be through internet retailing indicating the importance of this
channel over the forecast period.
Semi-formal Dress at Work Picking Up

The Indian workplace has seen a shift in dressing from the regular formal wear to casuals and
semi-formals. A number of IT companies such as Infosys, SAP, Seimens and others have in
recent times changed the dress code to the workplace from formals to semi-formals and
casuals. This trend is increasingly being adopted by other IT and non-IT companies. As a result,
increasingly more and more consumers are opting for semi formals or casuals as opposed to
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formalwear. Semi formals are now being called as fashion casuals or active casuals. The trend
is fast picking up among working professionals.
As semi-formals and casuals are gaining in popularity more number of workplaces are shifting
to semi-formals from complete formals. The also picked up with more number of women joining
the workforce. Growing popularity of casuals at work place is driving the demand for denims in
the country. Denims such as stretch jeans have soared in popularity due to the trend of casuals
picking up at the work place. A number of brands are now encouraging consumers to shift to
stretch jeans and cotton trousers by promoting the comfort factor of their products. Players
such as Allen Solly promoted their cotton trousers chinos with the tag line Bring play to work
with chinos, in every colour worth a steal driving the trend of wearing semi formals at the work
place.
Outlook
The influence of Western culture at workplaces in India is expected to further accelerate over
the forecast period. As a result, demand for casuals or semi-formals is expected to continue to
increase. Casual shirts, cotton trousers, stretch jeans, jackets and coats are expected to witness
an increase in demand over the forecast period backed by this trend. The trend of wearing
casuals, predominant within the IT sector in 2014, is expected to spread to other industries such
as manufacturing and pharma over the forecast period owing to the comfort factor associated
with casuals.
Popularity of Performance Based and Weather Based Apparel on the

Rise
Trend of sportswear and performance based apparel is on the rise in India. There is a growing
interest in sports in the country which is one of the prime reasons for growing popularity of
sportswear and performance based apparel in the country. The trend is also being assisted by
the rapid growth in gated communities in the metro and urban centres which are equipped with
modern gyms and swimming pools. Overall the urban population in India is becoming more
health conscious and are taking up to sporting activities, yoga, exercise, walking and jogging
which is driving the demand for sportswear. Brands such as Reebok, Proline and Shivnaresh
are doing well under sportswear.
The sportswear and performance based apparel also saw a boost as big jeans brands came
out with a number of products that were promoted as best suited for commuting. Commuting as
a focus was increasingly seen within jeans brands. The trend was started by VF Brands with
their Lee Urban Rider campaign which was followed by Levis with their Commute range. The
luxury brand Diesel also launched a commuter series to promote jeans while travelling.
The year also witnessed weather based jeans being launched in the Indian market. Summer
of 2014 witnessed Lee jeans coming out with their Coolmax range and carried out the No
Sweat Campaign. VF brands also came out with dual weather denims that keep you cool in
summer and warm in winter. Levis also launched the Coolmax series claiming it to be a climate
based series which keeps you warm in winter and keeps you cool in the summer. Another
significant innovation that the Indian market witnessed during 2014 was the launch of water
repellent jeans by Wrangler and Levis. Louis Philippe also launched its Golf trousers series
which the company claimed to be made with nano technology making the trouser spill proof and
stain resistant while being naturally breathable and soft.
Outlook
Over the forecast period, sportswear and apparel brands are expected to launch new
products and carry out innovations within their apparel offerings. There are a large number of
international players already present in the Indian market and more number of international
Passport
SPORTSWEAR IN INDIA
Passport
players such as GAP and H&M are expected to enter the market over the forecast period. The
new Indian government made it amply clear that they would continue the policy of allowing
100% foreign direct investment in single brand retailing, leading to more international players
showing interest to enter India. As competition intensifies among various sportswear and
performance based apparel, brands are expected to carry out numerous innovations to cater to
specific needs of the consumers.
The Indian economy is expected to continue to perform strongly over the forecast period
leading to consumers having higher disposable incomes. As health and fitness gains
prominence among the consumers, demand for sportswear and performance based apparel is
expected to further increase. Internet retailing is also expected to boost sales of sportswear and
performance based apparels over the forecast period. To create product differentiation and to
create a niche for themselves in the highly competitive apparel market of India, companies will
continue to innovate and launch similar products.
MARKET DATA
Table 8
Sales of Apparel and Footwear by Category: Volume 2009-2014
mn units
Apparel
Footwear
Source:
Note:
2009
2010
2011
2012
2013
2014
4,396.4
833.4
5,229.8
4,731.8
924.8
5,656.6
5,115.6
1,050.5
6,166.0
5,543.6
1,189.0
6,732.6
6,008.7
1,342.9
7,351.7
6,551.0
1,527.3
8,078.3
Sportswear volume not researched
Table 9
Sales of Apparel and Footwear by Category: Value 2009-2014
INR bn
Apparel
Footwear
Sportswear
Source:
2009
2010
2011
2012
2013
2014
1,485.6
313.8
81.6
1,799.4
1,658.1
351.4
101.0
2,009.5
1,862.7
402.2
126.5
2,264.9
2,109.1
464.6
157.1
2,573.7
2,410.3
536.9
196.5
2,947.2
2,765.3
625.1
241.9
3,390.4
Table 10
Sales of Apparel and Footwear by Category: % Volume Growth 2009-2014
% volume growth
Apparel
Footwear
Source:
Note:
2013/14
2009-14 CAGR
2009/14 Total
9.0
13.7
9.9
8.3
12.9
9.1
49.0
83.3
54.5
10
SPORTSWEAR IN INDIA
Table 11
Passport
Sales of Apparel and Footwear by Category: % Value Growth 2009-2014
% current value growth
Apparel
Footwear
Sportswear
Source:
2009-14 CAGR
2009/14 Total
14.7
16.4
23.1
15.0
13.2
14.8
24.3
13.5
86.1
99.2
196.6
88.4
Table 12
NBO Company Shares of Apparel and Footwear: % Value 2010-2014
% retail value rsp

Company
Aditya Birla Nuvo Ltd
Bata India Ltd
Arvind Ltd
Relaxo Footwear Ltd
Pvt Ltd
Paragon Group Ltd
Rupa & Co
Page Industries Ltd
Benetton India Pvt Ltd
Aero Group
Veekesy Rubber Industries
Metro Shoes Pvt Ltd
Raymond Ltd
Celebrity Fashions Pvt
Ltd
Gini & Jony Ltd
Liberty Shoes Ltd
Khadim India Ltd
Nike India Pvt Ltd
Trent Ltd
Indus League Clothing Ltd
Levi Strauss India Pvt
Ltd
Catmoss Retail Ltd
Lux Hosiery Industries
Ltd
J G Hosiery Pvt Ltd
Inditex Trent Retail
India Pvt Ltd
ITC Ltd
Fabindia Overseas Pvt Ltd
Provogue (India) Ltd
Others
Total
Source:
2013/14
2010
2011
2012
2013
2014
1.1
1.1
0.6
0.5
0.6
1.2
1.1
0.7
0.7
0.6
1.4
1.2
0.8
0.7
0.7
1.6
1.2
0.8
0.7
0.7
1.8
1.2
0.8
0.8
0.7
0.4
0.4
0.2
0.3
0.7
0.2
0.4
0.2
0.3
0.3
0.5
0.4
0.3
0.3
0.7
0.3
0.4
0.2
0.3
0.3
0.5
0.4
0.3
0.3
0.5
0.3
0.4
0.2
0.3
0.3
0.6
0.4
0.4
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.6
0.4
0.4
0.4
0.4
0.4
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.1
0.2
0.2
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.4
0.2
0.2
0.2
0.2
0.2
0.3
0.4
0.2
0.3
0.2
0.2
0.2
0.3
0.2
0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.1
0.2
0.1
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
-
0.2
0.1
0.2
0.1
0.2
0.2
0.2
0.2
0.2
0.2
0.3
90.1
100.0
0.2
0.2
0.3
89.2
100.0
0.2
0.2
0.2
0.3
88.3
100.0
0.2
0.2
0.2
0.2
87.9
100.0
0.2
0.2
0.2
0.2
87.3
100.0
11
SPORTSWEAR IN INDIA
Table 13
LBN Brand Shares of Apparel and Footwear: % Value 2011-2014
% retail value rsp

Brand
Company
Bata
adidas
Relaxo
Paragon
Louis Philippe
Van Heusen
Allen Solly
Rupa
Jockey
Arrow
United Colors of
Benetton
Reebok
Woodland
VKC Pride
Peter England
Metro
Indian Terrain
Excalibur
Gini & Jony
Liberty
Khadim
Trent
Nike
Catmoss
Levi's
Park Avenue
Lux
Amul Underwear
Zara
Indigo Nation
Others
Total
Source:
Passport
2011
2012
2013
2014
Bata India Ltd

Pvt Ltd
Relaxo Footwear Ltd
Paragon Group Ltd
Rupa & Co
Page Industries Ltd
Arvind Ltd
Benetton India Pvt Ltd
1.0
0.5
1.0
0.6
1.1
0.7
1.1
0.7
0.6
0.5
0.3
0.3
0.3
0.4
0.3
0.3
0.3
0.6
0.5
0.4
0.3
0.3
0.4
0.3
0.3
0.3
0.6
0.6
0.4
0.4
0.4
0.4
0.4
0.4
0.4
0.6
0.6
0.5
0.5
0.4
0.4
0.4
0.4
0.4

Aero Group
Veekesy Rubber Industries
Metro Shoes Pvt Ltd
Celebrity Fashions Pvt Ltd
Arvind Ltd
Gini & Jony Ltd
Liberty Shoes Ltd
Khadim India Ltd
Trent Ltd
Nike India Pvt Ltd
Catmoss Retail Ltd
Levi Strauss India Pvt Ltd
Raymond Ltd
Lux Hosiery Industries Ltd
J G Hosiery Pvt Ltd
Inditex Trent Retail
India Pvt Ltd
Indus League Clothing Ltd
0.7
0.3
0.4
0.3
0.2
0.3
0.3
0.2
0.2
0.2
0.2
0.1
0.1
0.3
0.2
0.2
0.2
0.1
0.5
0.3
0.4
0.3
0.2
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.3
0.2
0.2
0.2
0.1
0.4
0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
90.4
100.0
0.2
89.8
100.0
0.2
89.3
100.0
0.2
88.7
100.0
Table 14
Distribution of Apparel and Footwear by Format: % Value 2009-2014
% retail value rsp
- Grocery Retailers
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
2009
2010
2011
2012
2013
2014
99.5
2.5
1.7
99.5
2.7
1.8
99.4
2.9
1.9
98.8
3.2
2.1
98.0
3.3
2.2
96.5
3.3
2.3
0.7
1.0
0.8
1.1
0.8
1.1
0.9
1.2
0.9
1.3
0.9
1.3
12
SPORTSWEAR IN INDIA
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
-- Apparel and Footwear
-- Leisure and Personal
Goods Specialist
Retailers
--- Other Leisure and
Personal Goods
Specialist Apparel
Retailers
-- Other Non-Grocery
Specialists
- Mixed Retailers
-- Variety Stores
-- Warehouse Clubs
Non-Store Retailing
- Homeshopping
- Direct Selling
- Vending
Total
Source:
Passport
0.8
0.9
1.0
1.1
1.1
1.1
0.8
0.9
1.0
1.1
1.1
1.1
95.5
85.2
95.0
84.8
94.5
84.4
93.6
83.6
92.6
82.7
91.0
81.1
1.1
1.2
1.3
1.4
1.5
1.6
0.9
0.1
1.0
0.2
1.1
0.2
1.2
0.2
1.3
0.2
1.4
0.2
9.2
9.0
8.8
8.7
8.4
8.3
1.6
1.6
0.5
0.0
0.4
100.0
1.8
1.8
0.5
0.0
0.5
100.0
2.0
2.0
0.6
0.0
0.6
100.0
2.1
2.1
1.2
0.0
1.1
100.0
2.1
2.1
2.0
0.0
2.0
100.0
2.2
2.2
3.5
0.0
3.5
100.0
Table 15
Distribution of Apparel and Footwear by Format and Category: % Value 2014
% retail value rsp
- Grocery Retailers
-- Modern Grocery Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery Retailers
--- Food/drink/tobacco specialists
--- Independent Small Grocers
--- Other Grocery Retailers
-- Apparel and Footwear Specialist
Retailers
-- Leisure and Personal Goods
AP
FW
SW
97.2
3.5
2.3
0.0
0.0
0.0
1.0
1.3
1.2
0.0
0.0
1.2
91.3
82.0
93.4
2.7
2.2
0.0
0.0
0.0
0.6
1.6
0.6
0.0
0.0
0.6
89.7
77.0
95.1
4.0
4.0
0.0
0.0
0.0
1.4
2.6
0.0
0.0
0.0
0.0
86.6
49.0
0.9
4.4
37.3
0.9
3.3
37.3
13
SPORTSWEAR IN INDIA
Passport
--- Other Leisure and Personal Goods

Specialist Apparel Retailers
-- Other Non-Grocery Apparel and
Footwear Specialists
- Mixed Retailers
-- Variety Stores
-- Warehouse Clubs
Non-Store Retailing
- Homeshopping
- Direct Selling
- Vending
Total
Source:
Key:
0.0
1.1
0.0
8.3
8.3
0.3
2.4
2.4
0.0
0.0
0.0
2.8
0.0
2.8
0.0
0.0
100.0
1.0
1.0
0.0
0.0
0.0
6.6
0.1
6.5
0.0
0.0
100.0
4.4
4.4
0.0
0.0
0.0
4.9
0.1
4.9
0.0
0.0
100.0
AP = apparel; FW = footwear; SW = Sportswear
Table 16
Forecast Sales of Apparel and Footwear by Category: Volume 2014-2019
mn units
Apparel
Footwear
Source:
Note:
2014
2015
2016
2017
2018
2019
6,551.0
1,527.3
8,078.3
7,126.3
1,722.1
8,848.3
7,735.3
1,924.9
9,660.2
8,379.1
2,132.8
10,512.0
9,058.5
2,342.4
11,400.9
9,774.7
2,549.8
12,324.5
trade sources
Table 17
Forecast Sales of Apparel and Footwear by Category: Value 2014-2019
INR bn
Apparel
Footwear
Sportswear
Source:
2014
2015
2016
2017
2018
2019
2,765.3
625.1
241.9
3,390.4
2,925.8
672.1
272.1
3,597.9
3,100.6
719.9
304.4
3,820.5
3,293.1
768.8
338.1
4,061.9
3,497.7
815.8
373.0
4,313.5
3,712.7
859.0
408.2
4,571.6
trade sources
Table 18
Forecast Sales of Apparel and Footwear by Category: % Volume Growth

2014-2019
% volume growth
Apparel
Footwear
Source:
Note:
2014/15
2014-19 CAGR
2014/19 Total
7.9
8.9
8.1
8.3
10.8
8.8
49.2
67.0
52.6
trade sources
14
SPORTSWEAR IN INDIA
Table 19
Passport
Forecast Sales of Apparel and Footwear by Category: % Value Growth 20142019
% constant value growth

2014/2015
2014-19 CAGR
2014/19 TOTAL
6.1
5.3
9.4
6.0
6.1
6.6
11.0
6.2
34.3
37.4
68.8
34.8
Apparel
Footwear
Sportswear
Source:
trade sources
DEFINITIONS
Other terminology:
GBO refers to global brand owner, which is the ultimate owner of a brand.
NBO refers to national brand owner, which is the company licensed to distribute a brand on
behalf of a GBO. The NBO may be a subsidiary of a GBO or it may be a completely separate
company. Share tables at both GBO and at NBO level are provided in the report. Reference
to shares in the report analysis is at NBO level.
SOURCES
Sources used during the research included the following:
Summary 1
Research Sources
Official Sources
Centre for Monitoring Indian Economy

Directorate General of Foreign Trade
Dollar Industries Ltd
HKTDC
Trade Associations
Bengal Hosiery Manufacturers Association

Calcutta Hosiery Traders Association
Clothing Manufacturers Association of India
Intimate Apparel Association
South India Hosiery Manufacturers
Association
Trade Press
Alibaba
All Business
Apparel Magazine
Apparel Resources
Bharat Textile
Business Line
Business Standard
15
SPORTSWEAR IN INDIA
Passport
Deccan Herald
Economic Times
Ezine Articles
Fibre2Fashion
India Business News
India Retail Blitz
Indiamart
Inside Fashion Magazine
Rediff Online
Retail Mantra
Reuters
The Hindu Businessline
The Telegraph
Source:
16

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SPORTSWEAR IN INDIA

LIST OF CONTENTS AND TABLES

Sales of Sportswear: Value 2009-2014 ........................................................ 3

Apparel and Footwear in India - Industry Overview ...................................................................... 7

Sales of Apparel and Footwear by Category: Volume 2009-2014.............. 10

Research Sources ...................................................................................... 15

SPORTSWEAR IN INDIA - CATEGORY

Sales of Sportswear: Value 2009-2014

Sales of Sportswear: % Value Growth 2009-2014

% current value growth

NBO Company Shares of Sportswear: % Value 2010-2014

% retail value rsp

adidas India Marketing

LBN Brand Shares of Sportswear: % Value 2011-2014

% retail value rsp

Distribution of Sportswear by Format: % Value 2009-2014

% retail value rsp

Forecast Sales of Sportswear: Value 2014-2019

Forecast Sales of Sportswear: % Value Growth 2014-2019

% constant value growth

APPAREL AND FOOTWEAR IN INDIA INDUSTRY OVERVIEW

Premiumisation Trend Contributes To Overall Growth

International Players Continue To Look To India

Internet Retailing Continues To Gain Distribution Share

Opportunity for Luxury Brands To Expand

KEY TRENDS AND DEVELOPMENTS

Semi-formal Dress at Work Picking Up

Popularity of Performance Based and Weather Based Apparel on the

Sales of Apparel and Footwear by Category: Volume 2009-2014

Sales of Apparel and Footwear by Category: Value 2009-2014

Sales of Apparel and Footwear by Category: % Volume Growth 2009-2014

Sales of Apparel and Footwear by Category: % Value Growth 2009-2014

% current value growth

NBO Company Shares of Apparel and Footwear: % Value 2010-2014

% retail value rsp

LBN Brand Shares of Apparel and Footwear: % Value 2011-2014

% retail value rsp

Bata India Ltd

Reebok India Pvt Ltd

Distribution of Apparel and Footwear by Format: % Value 2009-2014

% retail value rsp

Distribution of Apparel and Footwear by Format and Category: % Value 2014

% retail value rsp

--- Other Leisure and Personal Goods

Forecast Sales of Apparel and Footwear by Category: Volume 2014-2019

Forecast Sales of Apparel and Footwear by Category: Value 2014-2019

Forecast Sales of Apparel and Footwear by Category: % Volume Growth

Forecast Sales of Apparel and Footwear by Category: % Value Growth 20142019

% constant value growth

Centre for Monitoring Indian Economy

Bengal Hosiery Manufacturers Association

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