With the legacy of successful cricket gear brand LG backing it, Maxxport, a sportswear brand catering to men was launched last year. As per the business strategy, the company is now concentrating on improving brand recognition across the country apart venturing into the women’s sportswear arena. Explains Paras Anand, Director Marketing, Sanspareils Greenlands that owns both the brands, LG and Maxxport, “We are a male-centric brand as of now since we come from a cricketing background. But apart from launching a winter range in September, we are working on a women’s range as well. We are also planning to introduce a light-weight running shoe in October.” Also on the agenda is improving brand visibility in the next 12 months. “By the end of 2013, we are thinking of having at least 15 EBOs in major cities of,” he adds. The company currently has 30 shop-in-shops. Elaborating on the retail presence, Anand says, “In Bangalore, we have four shop-in-shops, of 150 to 200 sq. ft. And we have two exclusive outlets. One is in Ludhiana and the other in Meerut. A third is coming up soon in Delhi. We will then think of having EBOs in Bangalore and Mumbai. Our EBOs are franchise-based. In every city, we have reached through our distribution network. With our existing distribution network of cricket equipment, we already reach 1,500 sports stores. Although we haven’t been able to place our apparels in all these stores, we’ll plan to do it soon.” The company was launched in 1931 in Sialkot, Pakistan by Anand’s grandfather Kedarnath Anand. Indian operations began in 1948. Since 1931, it has been into sports equipment supplies all over the world. In 1970, it entered the domestic market and in 2011, the company diversified into sportswear with Maxxport brand. Maxxport caters to people active in sports. The range includes tops and lowers, which make for a complete range of sports apparel like gym wear, soccer wear, walking shoes, running shoes, track pants, shorts, round neck T-shirts, polo T-shirts, tight skin fit T-shirts and so on. “I don’t think you will find such a range in Indian brands. Although we use the same fabrics as international brands use, our prices are very reasonable,” Anand exclaims. Cricketer Rahul Dravid is the brand ambassador for Maxxport. The philosophy of the brand is about challenging yourself. “It’s about an individual who works very hard to achieve great heights,” opines Anand, adding that Rahul Dravid exactly signifies what the brand is all about— defying obstacles and achieving goals through determination. He sums up by saying, “In 10 years we want to consolidate our sports gear business and in sportswear, we are looking at a turnover of Rs 500 crores in 10 years.”Source: Fashion United
