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E-tailers cash in on the cricket frenzy

Online portals like Snapdeal, Tradus and Jabong are offering bats to helmets and gloves to shoes for cricket fans

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It is a well known fact that cricket is inevitably the most popular sport in India. E-tailers are now capitalising on this and are coming up with new ways to attract customers, by getting their favorite cricket merchandise to the doorstep. Online portals like Snapdeal, and Jabong are offering bats to helmets and gloves to shoes for cricket fans.

To keep the cricket frenzy alive, recently and Tradus introduced cricket bats that can be customised as per the buyer's will. Says Amit Maheshwari, VP - fashion at Snapdeal.com, "The customer will have the option of choosing bat shape, handle type and weight of the bat. The offer also allows the customer to personalise his bat by getting his name printed on it. It does not stop here, the buyer will also get a jersey free with his name printed on the back on purchase of these customised cricket bats." These online players have taken a step towards making the sports enthusiasts overcome the touch and feel factor involved in making an online sports purchase, with such initiatives.

On the other hand Jabong has tied up with cricket equipment maker SG Cricket. The two have unveiled a range of cricket bats like VS319, commemorating Virender Sehwag's 319 runs against South Africa in 2008. Tradus is also offering new range of SG products at a discount of 10 to 15 percent. All major cricketing brands which includes SG, Puma, Kookaburra, Slazenger, Adidas are listed on Snapdeal also.

According to Tej Kapoor, VP - fashion at Tradus, "The company is set to see a spike of 20-30 per cent on cricket products around the Test Series and brands like SG, Reebok, Adidas and Puma are gaining traction." After the discount bats on Tradus cost anywhere between Rs 1,000 and Rs 3,000.

Sports category at Snapdeal has helped revenues double in last 2-3 months. Market for cricket products in India is huge, say e-tailers. E-commerce companies are focusing on further increasing the market by bridging the demand-supply gap and enabling budding cricketers in Tier-2 and Tier-3 cities have access to quality equipment, says Maheshwari.

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