Mahesh Bhupathi launches sports apparel brand Zeven

Tennis star Mahesh Bhupathi has launched a new brand 'Zeven' to cash in on the burgeoning sports apparel and accessories market in the country.
Bhupathi, along with former Nike Country Manager South Asia Hemchandra Javeri, will focus on building Zeven as a multi-sport, multi-product and multi-channel brand in India.
"With Zeven, we want to build a sports community in the country where people can play, discuss and live sports. We will offer the best products at affordable prices, tailor made for India. We are starting with footwear and apparel and will expand in the coming months across sports and range," Zeven Co-Founder and Chairman Javeri told PTI.

He added that the company has spent about USD 4-5 million in research and trials in the last 1-2 years. The focus will be across sports like hockey, cricket, football, badminton and tennis.
"The products will be designed in India but sourcing will be done globally. The footwear will be made in China, while apparel will be manufactured in India, Sri Lanka and other countries. We have paid special attention to Indian culture and requirements, keeping in mind body fit, size and comfort," he said.
Javeri said the company will start selling these products (priced Rs 1,900 onwards) through its own portal and is in discussions with other marketplaces to expand its reach.

The company is also looking at retailing its products through modern offline retail as well as sports-focussed stores. It will also look at setting up 'sports addas' to help enthusiasts meet and connect with sports icons.
He declined to comment on revenue targets, saying it was still early as the brand is just being launched.
"With Zeven, we want to create a brand the country will be proud of. We plan to cover all sports, hence we have signed great names including Khushbir for our speed walk category and Lara for gym and fitness," Bhupathi said.