Japanese sportswear powerhouse ASICS is doubling down on its commitment to the Indian market by ramping up local manufacturing to 40% in the coming years — a strategic move prompted by recent government regulations and the growing demand for fitness and sportswear in the country.
The push comes in response to India’s tightened import rules, which now require both domestic and international footwear brands to obtain compulsory quality certifications across several segments. This regulatory shift has caused global players to pause footwear imports, forcing companies like ASICS to recalibrate their supply chain strategies.
“To address this critical situation, we are strategically developing local production capabilities,”
— Rajat Khurana, Managing Director, ASICS India
From Import-Heavy to Made-in-India
ASICS hit the 30% local production mark in FY 2024–25 — a critical milestone that grants foreign brands the eligibility to operate single-brand retail stores in India under current FDI regulations.
Looking ahead, the company aims to scale this to 40% to ensure supply consistency, sidestep import bottlenecks, and build deeper integration into India’s manufacturing ecosystem.
In parallel with this manufacturing pivot, ASICS plans to:
- Launch its first company-owned retail store in India (targeting Delhi or Mumbai)
- Open 3 new franchise stores per month through 2025
- Expand its retail footprint beyond its current 125+ franchise locations
Fitness Fueling Footwear: ASICS’ India Surge
ASICS, globally recognized for its premium running shoes, is experiencing a significant uptick in India — thanks to:
- The rise of fitness-focused urban consumers
- Surging interest in tennis and pickleball
- A wider lifestyle shift toward performance-oriented apparel
After registering 26% YoY revenue growth in the previous fiscal year, ASICS is now projecting a 35–37% revenue jump in India for FY 2024–25. That would push its turnover well beyond the ₹4.28 billion ($49.7 million) achieved last year.
This performance positions ASICS alongside global competitors such as Nike, Adidas, and Skechers, all vying for dominance in a market where Deloitte projects a doubling of the sporting goods and apparel sector to $58 billion by 2030.
India: A New Growth Frontier for Global Sportswear
The Indian government’s strategic focus on quality control, FDI-friendly thresholds, and local value creation is catalyzing a new phase of investment and localization in the sportswear sector. ASICS’ decision to deepen its Indian footprint shows how global brands are adapting — not retreating — in the face of regulatory shifts.
With affluent consumers prioritizing wellness, and urban retail real estate becoming more premiumized, India is no longer an emerging market for sportswear — it’s a primary growth market.
Original reporting sourced from Reuters.
