Team India colours, a hot-selling item

With the Indian cricket team's chances at the World Cup looking bright, the demand for ‘Team India' jerseys is quickly soaring, especially among young, jingoistic India.

Says Mr Mukesh Bansal, CEO of myntra.com, which sells customised India jerseys from Nike: “We are overwhelmed with the consumer response – the demand has been more than expected and we are trying to buy inventory wherever it is available so that we are not sold out. Since January 15, we have sold over 8,000 jerseys – that is almost 300 per day. On a normal match day when India plays, we sell about 50 shirts, while on a non-match day it is 20. There is a general euphoria around the Indian team this year and with the World Cup happening in our backyard after 15 years, the excitement is greater. As the World Cup progresses, we hope to double sales.”

Unprecedented demand

The jersey is a clear draw among the younger audiences and the demand is equally strong across big and small cities, says Mr Sanjay Gangopadhyay, Marketing Director, Nike India, which is the official apparel sponsor of the Indian team. “The demand for the team jersey has been unprecedented, especially with the team's chances at the event looking so good. About 50 per cent of Nike's cricket merchandise sales currently come from the India jersey. We have ramped up accessibility of the jersey across 1,000 Nike outlets, MBOs and other retail channels in the country.”

And it is not just the Indians who are rooting for the Indian team. According to Ms Monica Laliwala, who owns SportXS, a sports gear destination store, there is demand for the team jersey even among foreigners living in the country – a clear indication of the popularity of Dhoni and his men.

“As long as the Indian team is in the Cup, the interest levels among consumers will be high,” says M. Venkateshwar Kumar, Business Head – South, Big Bazaar.

Variety and more

With the pitch fever on the rise, a few retailers are dishing out offers on the various types of the team jersey whose prices range from Rs 800 to Rs 2,500. While Myntra.com is undertaking bulk orders for corporates and offering free personalisation – customers can have their name and number of choice on the tee – SportXS is looking to offer gift vouchers and combo deals with the India cap. Nike began its ‘Bleed Blue' marketing campaign way back in September, much before the season's fervour had even caught on. The sports brand is also releasing limited edition replicas of the actual jersey the Indian team will be wearing at the World Cup. Priced at Rs 3,499, they are made from recycled plastic bottles.

Style statement?

While one can surely spot the Indian team jersey at the stadia, can the influence trickle down to non-match days too when the team jerseys are worn as casualwear? Unlike Europe and the US where games such as football and basketball have influenced people's daily lives in what they wear and do, in India – though cricket is religion – brands have not really tapped into the game's true potential outside the playing arena, says Mr Gangopadhyay of Nike. “It is not uncommon to see people in Manhattan walking on the streets with a swagger, wearing basketball-inspired clothes. In India, how many people can you see like that on the streets, outside the stadium? Not many.”

Can the World Cup usher in that change?

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