Asics customizing offerings to suit local tastes, budgets

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OSAKA -- Asics is making a major move into India with shoe designs and prices intended to appeal to locals.

     The Japanese athletic equipment manufacturer recently established a sales company on the outskirts of New Delhi and plans to begin direct sales to sporting goods stores in April. In addition to running gear, it will sell shoes and apparel for indoor sports such as badminton and volleyball in India. Until now, those products have been sold via local agents.

     Although its product lineup in India will be virtually the same as in Southeast Asia, designs and prices will be tailored to meet the needs of Indian consumers.

     Asics, which sponsors the Australian national cricket team, is also considering a sponsorship deal with a professional cricket team in India, where continue reading .... 

Source asia.nikkei.com ©