BIC name Kelme as official merchandise partner

Jaypee Sports International Ltd (JPSI) today announced that Kelme, a popular sports and lifestyle brand of Spain, will be the official supplier and licensed merchandise partner for Buddh International Circuit (BIC).
Through this partnership, Kelme will have exclusive rights to design, develop and sell BIC branded motorsport and lifestyle apparel and accessories across India, Singapore, Malaysia, Sri Lanka and Bangladesh.
"We are very pleased to have a top quality international brand like Kelme as our apparel partner. There has always been a lot of interest for merchandise among motorsport fans, and with Kelme on board, we intend to offer more variety of stylish and trendy BIC collection," Sameer Gaur, MD and CEO of JPSI said in a statement.

Ashish Seth, Director, South-East Asia, Kelme added, "Kelme has been synonymous with technology innovation and style. This partnership with BIC will provide world class merchandise to fans across the globe, and help popularise motorsport in India."
Kelme is a new entrant in Indian market but it is well-known in Europe and elsewhere particularly for its sponsorship of popular football team Real Madrid and the 1992 Spanish Olympic team.