Japanese sportswear giant ASICS plans to ramp up its manufacturing in India from 30% to 40%, with a stronger focus on sustainable footwear, as new regulations make imports challenging. The company will expand local production, open brand-owned stores, and target up to 37% revenue growth this year, banking on India’s booming fitness and sportswear market.
A Regulatory Roadblock Turns into Opportunity for Sustainable Footwear
Global footwear brands are facing a new challenge in India: the government has mandated strict quality certifications for different footwear categories. Without these approvals, imports are on hold. ASICS, like many rivals, has paused bringing shoes from overseas.
To adapt, the company is strengthening its local supply chain. “To address this critical situation, we are strategically developing local production capabilities,” said Rajat Khurana, Managing Director, ASICS India.
Expanding Its Retail Presence
- ASICS currently has around 125 franchise-run stores across India.
- ·The brand is preparing to launch its first company-owned outlet this year, with Delhi and Mumbai being scouted for prime locations.
- A few more brand-owned outlets are on the cards over the next couple of years.
- Along with this, ASICS is doubling down on its franchise strategy, targeting three new store openings every month until the end of 2025.
Riding High on Revenue Growth
The Japanese brand is seeing its India business gain strong momentum. Revenues rose 26% in FY 2023-24, touching ₹4.28 billion (around $49.7 million). In the current year, the company is aiming to achieve a growth between 35% and 37%.
Urban consumers with rising incomes are investing more in health and sports. From marathons to newer games like pickleball, fitness trends are boosting demand for premium footwear. A Deloitte report estimates India’s sporting goods and apparel market could double to $58 billion by 2030.
The footwear brand is striving to build more at home and increase its export footprint across cities. The company largely prioritizes local manufacturing and sustainable footwear production with a wider network of stores as it positions itself to ride the fitness wave in India.
Attribution:
Source: This summary draws from an article first published by Reuters on 16 June, 2025, with contextual updates for relevance.
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