Product details

Italian sportswear maker FILA entered the Indian market with a licensing agreement with Cravatex Ltd (Cravatex) in 2002. By 2010, the company had around 800 multi-branded outlets in India. In 2012, the company extended its license agreement with Cravatex for another 30 years. In 2013, Cravatex under the leadership of Rohan Batra decided to change the business structure and devised a new strategy for FILA. The company also started to work on innovative marketing strategies to target the millennials. In this regard, the company came up with events, digital activations and influencer marketing. In 2018, due to the shift in consumer preference towards sports inspired athleisure clothing, FILA witnessed demand of its sports brand. The company planned to tap this opportunity by aggressive expansion strategy and tried to build its presence across the country. Moreover, the company estimated to increase the sales by 50% by the end of FY 2019 and also planned to open 100 stores by the end of 2024. Amidst this scenario, it remained to be seen whether FILA be able to succeed in its market expansion strategy in India in the coming years.