India's limited overs skipper Mahendra Singh Dhoni today launched lifestyle brand SEVEN, which will manufacture and market running, training, indoor, and athletic-leisurewear apparel and footwear.
RS Seven Lifestyle (P) Ltd, a part of Rhiti Group launched its active lifestyle brand, SEVEN, in the capital.
At SEVEN's launch, Dhoni was announced as the brand's global ambassador.
In addition to being the face of the brand, Dhoni is closely involved in the design and development of the Seven range of footwear. His insights as an athlete have helped the design team in putting the range together and his inputs will be available to them in the future too.
Dhoni said, "The SEVEN ambition is all about making fitness an intrinsic part of every city, every town, every school, every home. In my opinion, you don't have to be a professional athlete to take your fitness seriously. All you need is the motivation to lead an Active Lifestyle.
"The thought-process and positioning of SEVEN really excites me and I think it will strongly resonate with the youth of India as well. It has always been my dream to have my own brand of footwear in the market, which offers high quality products at affordable price points for the larger masses."
Present at the launch were Arun Pandey, CMD and promoter, Rhiti Group, Kumar Subramanian, Group CEO, Gaurav Bahirvani, Joint President, Global Communications and Devtosh Jha, Business Head, RS Seven Lifestyle (P) Ltd.
Speaking about the company's foray into the retail business, Pandey said, "At Rhiti Group we have always wanted to be associated with fitness and an active lifestyle in a meaningful manner. We believe fitness is everybody's right and not the sole domain of professional athletes.
"SEVEN, we believe, will be the changemaker that nudges people to make this shift not just in the thinking but also in the doing. And in MS Dhoni we have the perfect brand leader to inspire people to do just that. A range of footwear like SEVEN has always been MS' dream and I'm glad that today with his involvement and expert inputs with the footwear division, we've been able to fulfil that dream and offer SEVEN to the world.