Global sportswear giant Puma is betting big on India’s evolving sporting culture as fitness and sports gain momentum beyond cricket. The company is making running a major growth pillar, investing not only in premium sportswear products but also in grassroots initiatives and nationwide races.
Karthik Balagopalan, Managing Director of Puma India, shared insights on the brand’s strategy in an interview with a news agency.
“What we see in India is that the country is becoming a lot more sport-focused and sport-conscious, which is great. This is exactly what we’re betting on for us to help India become a sporting nation,” he said.
Balagopalan emphasized that running is among the fastest-growing sports in India, making it a prime focus for Puma’s investments.
“From a macro perspective, we believe running is one of the fastest-growing sports in the country. We are supporting it and investing heavily in it—not only from a product assortment point of view but also in terms of the races we support across the country and everything we are doing for runners, from entry-level to elite,” he explained.
Vedanta Delhi Half Marathon
Mumbai Half Marathon
Bangalore Half Marathon
Ladakh Marathon
In addition, the brand hosts weekly city runs and collaborates with top running coaches to build deeper engagement with enthusiasts, from amateurs to professional athletes.
While Balagopalan did not disclose specific financial projections, he highlighted India’s importance in Puma’s global growth plans.
“India is one of the fastest-growing markets for us, and we are extremely bullish on the market as well as on Puma in India,” he said.
This bullish outlook comes as India witnesses a rapid rise in health-conscious consumers, growing urban fitness trends, and a surge in organized sporting events.
Puma has adopted a balanced sourcing model by investing early in local manufacturing and sourcing, ensuring business continuity and preparing for future trade opportunities.
The company has also expanded its retail footprint across India. Notably, its sales are now evenly split between online and offline channels, giving Puma the flexibility to stay agile in India’s digital-first retail landscape.
Puma’s sharp focus on running, grassroots training, and localized sourcing underlines its commitment to India’s growing sports culture. With India increasingly shifting towards fitness beyond cricket, Puma is positioning itself not just as a sportswear brand, but as a catalyst in building a nation of runners and fitness enthusiasts.
By balancing online and offline strategies, supporting iconic marathons, and investing in community-level sports, Puma aims to make India a core growth market within its global portfolio. As the fitness ecosystem matures, Puma’s long-term vision could help redefine India as a multi-sport nation, fueling both participation and passion.