Indian Premier League (IPL) Chennai team Chennai Super Kings (CSK), backed by India Cements Ltd, is planning to launch cricket kits for its fans from this IPL season. The initiative is expected to bring in Rs 2 crore to its topline this year, said a senior official from India Cements.
CSK has registered itself as a cricket kit manufacturer and plans are to start with offering cricket kits to children, in three names under brand SuperKings Junior. The CSK team members and its captain, Mahendra Singh Dhoni are expected to endorse the CSK brand cricket kit. The products are expected to be launched by the end of this month.
Speaking to reporters in the sidelines of a press meet organised by telecom company Aircel, a sponsor of CSK to announce its consumer initiatives with the IPL team, Rakesh Singh, joint-president, marketing, India Cements, said, "This is a new initiative by CSK this year. We expect that the children would be happy to have such a kit. The kit has all the products required for a cricket game."
While the price range is yet to be finalised, the kit is expected to be in a range between Rs 1,500 to Rs 2,000. The company would outsource the products for the kit from manufacturers in places like Ludhiana and Meerut. The kits would be sold through around 60 outlets, of which around 15-20 would be in Chennai, in the beginning.
'We are expecting around Rs 2 crore to be added in our topline from this initiative this year,' said Singh.
Meanwhile, the company is also seeing its merchandise business, with around 73 designs in its kitty, growing. It is expecting the merchandise to happen through around 600 outlets across the country, of which around 440 outlets would be in Tamil Nadu. Chennai might have around 200 outlets. The merchandise outlets include the Reebok outlets and some other sports ware outlets, with which CSK have tie up for sales.
According to rough estimates, the merchandise of CSK saw sales of around Rs 6-7 crore. Almost 60 per cent of the merchandise is done through Reebok, said Singh.
The company has also signed up with automajor Nissan and a real estate firm based in Chennai, VGN as its sponsors.