Archive · 14 Aug 2025
Asics Aims to Top Running Shoe Sales in India
Asics, a sports goods company, wants to be the biggest seller of running shoes in India.
They sell shoes that cost over Rs 12,000 a pair.
Currently, they are number 4 but plan to be number 1 in the next five years.
They're opening more stores, especially in smaller cities.
They're also making more shoes in India to save money and sell them for cheaper.
The company hopes to export the products.
Although making shoes in India is more expensive than in other countries like China, they plan to keep prices competitive.
Asics, a Japanese sports goods company, aims to become the top running shoe seller in India.
The company plans to expand its presence in Tier-II and Tier-III cities, alongside new stores in metros.
Asics currently holds the No. 4 position in the Indian market for running shoes priced at $90 and above.
Asics intends to increase manufacturing in India, targeting 900,000 pairs this year and eventually exporting.
The company acknowledges higher production costs in India compared to other manufacturing locations.
- Who
- Asics, a Japanese sports goods company.
- What
- Asics plans to become the No. 1 running shoe seller in India.
- When
- Within the next four to five years.
- Where
- India
- Why
- To capture a larger share of the Indian running shoe market.
India Production Challenges
Competitive Pricing Strategies
Cost of Production
India Production Challenges
Production costs in India are higher than in China, Vietnam, and Cambodia.
Competitive Pricing Strategies
Asics is absorbing the 4-5% higher cost to keep prices competitive.
- Current Market Position
- No. 4 in the running shoe market for shoes priced at $90 and above
- Target
- No. 1 running shoe player
- Store Expansion
- Aiming for 300 stores in five years
- Store Focus
- 60% of new stores in Tier-II and Tier-III cities
- Price Strategy
- Rs 9,500-10,000 in Tier-I cities, Rs 8,000-8,500 in Tier-II and Tier-III cities
- Manufacturing
- Making 30% of footwear in India currently; planning to increase localization and export
- Production Goal
- 900,000 pairs manufactured in India this year.