ASICS Eyes Dominance in India's $90-a-Pair Running Shoe Market

Japanese sports goods giant ASICS aims to become the top running shoe player in India, currently dominated by Nike, Adidas, and Puma. To achieve this, ASICS is targeting Tier-II and Tier-III cities with aggressive marketing and setting up company-owned stores in key metros. The company sells 75% of its shoes in India at over ₹12,000 a pair.

Japanese sports goods giant ASICS has set its sights on becoming the top running shoe player in India, currently dominated by Nike, Adidas, and Puma. To achieve this ambitious goal, ASICS is targeting Tier-II and Tier-III cities with aggressive marketing strategies and setting up company-owned stores in key metros. The company, which sells 75% of its shoes in India at over ₹12,000 a pair, is leveraging its product and pricing strategy to carve out a market presence in these cities [1].

Rajat Khurana, managing director at ASICS India and South Asia, stated, "We are making an aggressive push into Tier-II and Tier-III cities where customers are ready to lap us up." This strategy is part of ASICS's broader plan to become the No. 1 running shoe player in the $90-a-pair organized market in India. The company aims to set up company-owned stores in four to five locations across key metros as part of this expansion [1].

ASICS's strategy is focused on understanding and catering to the unique market potential of each city. By doing so, the company aims to capture a significant share of the market currently held by established players like Nike and Adidas. This approach highlights ASICS's commitment to localizing its offerings to better meet the needs of Indian consumers [1].

The Indian market for running shoes is growing rapidly, presenting an opportunity for ASICS to expand its footprint. By targeting less saturated markets and setting up company-owned stores, ASICS is positioning itself to capture a larger share of this market. The company's focus on premium pricing and high-quality products is a key differentiator, as it appeals to the growing segment of consumers who are willing to pay a premium for superior performance and comfort [1].

In conclusion, ASICS's aggressive expansion into Tier-II and Tier-III cities, combined with its focus on premium pricing and high-quality products, positions the company well to challenge the dominance of Nike, Adidas, and Puma in the Indian running shoe market. The company's strategic approach and commitment to localizing its offerings make it a strong contender in this competitive market.

References:
[1] https://www.business-standard.com/companies/news/running-for-top-spot-japan-s-asics-eyes-nike-and-adidas-turf-in-india-125080601703_1.html