23 March 2026, Mumbai
Spanish heritage brand Kelme has officially inaugurated its first experiential flagship in Noida, signaling a strategic entry into India’s $15 billion activewear market. Launched on March 23, 2026, in partnership with RSN Sports, the 1,000-sq-ft facility marks the beginning of a nationwide retail blitz. Unlike competitors focused on general athleisure, Kelme is targeting the ‘performance gap’ by introducing over 150 competition-grade SKUs across football, basketball, and badminton. This move aligns with a broader industry shift where India’s sports gear segment is projected to grow at a 12 per cent CAGR, reaching $30 billion by 2030.
Technical specialization and Project 1000
Central to Kelme’s market entry is the launch of ‘Project 1000,’ a three-year grassroots initiative designed to mentor 1,000 emerging athletes with professional-grade equipment and international exposure. By focusing on technically advanced moisture-management fabrics and biomechanically stable footwear, the brand is positioning itself for ‘match-intensity’ play rather than passive lifestyle wear. The next phase of India’s market will be performance-led," stated Anurag Singh, CEO, Kelme India, during the launch. This specialization provides a critical economic moat against established giants, catering to a 15.4 per cent increase in serious grassroots sports participation.
Retail scaling and operational resilience
To ensure rapid market penetration, Kelme has outlined a franchise-led roadmap to establish 70 Exclusive Brand Outlets (EBOs) within the next 36 months. This aggressive expansion is supported by a robust e-commerce platform and a localized supply chain strategy intended to mitigate 2026’s global logistics volatility. By maintaining a high 95 per cent operational utilization rate and offering over 500 color variants tailored to tropical playing conditions, Kelme is building a long-term presence aimed at backing India’s next generation of Olympic-level contenders through 2036.
Kelme is a global sportswear brand founded in 1960, specializing in technically engineered footwear and apparel for professional leagues in 100+ countries. In India, it plans to open 70 EBOs by 2029 through RSN Sports. Historically a kit supplier to Real Madrid, the brand now focuses on high-intensity performance gear for diverse sporting disciplines.
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