The COVID-19 tailwinds have given a push to the sports activities and health put on classes as customers go for extra consolation put on whereas additionally exhibiting a renewed curiosity in health actions because of well being considerations. In line with Abhishek Ganguly, Managing Director – Puma India, although the orientation in direction of well being and health has not been excessive in India, however the consciousness has elevated with the pandemic, and customers going ahead, too, will proceed to spend money on remaining match.
“We’re witnessing this not simply in our enterprise. In case you have a look at running-related key phrase searches on Google, it’s greater than that earlier than the pandemic. In case you have a look at views in addition to uploads of health movies on YouTube, it has greater than doubled as in comparison with the pre-pandemic days,” mentioned Ganguly.
And because of this, he added, they’re additionally shopping for merchandise to do these actions.
Driving this development, Puma India, is witnessing greater progress than the pre-COVID-29 interval, whereas its e-commerce channel has grown by 3 times because the final 12 months. The expansion momentum, knowledgeable Ganguly, has particularly been excessive since July-August because the second wave of the pandemic waned.
“There may be quite a lot of positivity due to which we proceed to spend money on launching new merchandise, opening new shops and signing extra athletes,” he added.
The sale of athleisure merchandise, significantly, has taken off because the onset of the pandemic, as customers stayed at house and opted for consolation put on as a substitute of formal clothes.
“The traces between gyms and runaways are getting blurred. Whether or not you look on streets or airports, persons are carrying extra athleisure. And whereas this was an ongoing development, now with the pandemic as customers work in a hybrid arrange, they’ve additionally began carrying it for skilled conferences,” mentioned Ganguly.
Puma India attracts about half of its gross sales from the athleisure class and the section will stay a spotlight for the corporate going ahead.