PUMA India Strengthens Badminton Ties with PV Sindhu Partnership

PUMA India has taken a significant step by officially entering the badminton space, aiming to bolster its presence in the performance-wear segment. This move is anticipated to double the company’s current growth rate. Indian badminton icon PV Sindhu, a two-time Olympic medallist and the first Indian woman to achieve this feat, has become the first badminton player to endorse PUMA India.

PV Sindhu Joins PUMA’s Esteemed Athlete Roster

The collaboration places Sindhu among PUMA’s iconic athletes, including cricket stars Harmanpreet Kaur, Olympians such as Sarabjot Singh, and global legends like Neymar Jr. This multi-year partnership reflects PUMA’s commitment to expanding its sporting portfolio and highlights Sindhu's trailblazing legacy in badminton, inspiring millions globally.

Expanding the Sporting Portfolio

PUMA’s strategic foray into badminton marks a significant milestone, with India being the first country within its global operations to promote the racquet sport. With over 57 million badminton fans in the country, this move aims to tap into the sport’s growing popularity and create a robust foundation for its exponential growth.

Debut Partnership at India Open 2025

The collaboration between PUMA India and Sindhu will debut at the India Open 2025 in New Delhi. This event sets the stage for a dynamic partnership that will influence the future of badminton in India, further strengthening the sport’s position in the country.

Statements from PUMA India and PV Sindhu

Karthik Balagopalan, Managing Director of PUMA India, expressed his enthusiasm:
“PV Sindhu is a legend and a trailblazer, and we are proud to welcome her to the PUMA family. Her achievements have placed India on the global badminton map and continue to inspire future generations. This association aligns perfectly with our goal to expand PUMA’s footprint in India’s evolving sports landscape.”

Sindhu shared her excitement, saying, “Joining the PUMA family is more than just a partnership—it’s a chance to inspire others. Through this collaboration, I aim to encourage people, especially women, to take risks, believe in themselves, and pursue growth on and off the court.”

Badminton’s Surging Popularity in India

Badminton is witnessing unprecedented growth in India. According to the 2024 Google-Deloitte Think Sports report, the sport has a fan base of 57 million, with 27.8 million from Gen Z. Badminton has become the second-most played sport in urban India after cricket, with a 65% increase in active participation over the past four years.

Targeting the Youth and Expanding Reach

PUMA plans to leverage Sindhu’s massive following, particularly on platforms like Instagram, where she is the most followed badminton athlete globally. This partnership is expected to broaden the sport’s appeal, especially among India’s youth, fostering a stronger connection to the racquet sport.

Launch of Badminton Collection in India

Later this year, PUMA India will unveil a collection dedicated to badminton enthusiasts. The Indian sports apparel market is projected to reach USD 399.5 million by 2030, growing at a steady CAGR of 5.9% from 2023 to 2030. The badminton equipment market is also poised to grow from USD 202.7 million to USD 304.6 million by 2030, with badminton shoes leading the way.

A Vision for the Future

PUMA’s partnership with Sindhu underscores its dedication to fostering a culture of sports in India. The brand is broadening its focus to include participative sports such as running, athletics, and badminton, further strengthening its commitment to the country’s evolving sports landscape.

Sindhu’s Impact on the Sporting Ecosystem

Sindhu’s association with PUMA not only enhances the brand’s credibility but also inspires the next generation. Her journey reflects the transformative power of sports, and through this collaboration, PUMA is poised to create a dynamic, inclusive ecosystem that nurtures emerging talent in India.