Golf news: Callaway announces its plan to hit the Indian market
Callaway, the global golf equipment major, has announced its entry in the Indian Market today. The golf equipment major will soon be launching its full range of merchandise and accessories in India.
Callaway is attracted towards the growing market of Indian golf and wants to tap the potential this souk contains. The company from UK also aims to source merchandise and apparels from India. According to the Callaway Managing Director SE Asia Sanjeev Pant,
Callaway is aiming to be an inspirational brand in India and with the rousing effect this company aims to achieve, the organization is aiming to bring about a Callaway fever within India. The Managing Director stated that Callaway, apart from bringing the
Callaway apparel in the Indian market, will also bring in a full range of Callaway merchandise.
The UK based company, apart from targeting the already large base of customers in the Indian market, also wants to expand the target market by creating the need for golf in those who do not have the slightest interest in Golf by using the ‘feel’ of the brand.
The global lifestyle range of Callaway ranges from apparel and eye wear to foot wear and watches with the price range of the Callaway merchandise ranging from Rs. 1,500 to Rs. 15,000.
The total market in India is calculated to be thirty to thirty five million with regard to the golf equipment, and the company states that it already contains 15-20 percent of the market in India. According to the Callaway Country Head Vivek Mehta, the company
has plans to tie-up with several retail outlets and departmental stores. He says that the market may be small in India, but research shows that there is a huge level of interest growing in the game of golf. With new golf courses growing in number as well,
Callaway in this regard is following a long-term strategic plan for the country.
Mehta says that the current share of the Callaway merchandise and accessories is 20-25 percent in the company’s annual revenue. The annual revenue amounts to about USD one billion, but in India Callaway is planning to hit bigger numbers.
Recently Callaway is selling products at approximately fifty to sixty multi-brand stores at several golf courses throughout the country, which will be setting up its exclusive stores next year in India. The current market leader in this country is TaylorMade
Golf. Other brands like Nike, Ping and Titleist are already selling golf equipment in India and hold most of the market share.
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