Lotto to foray into cricket gears; to launch range in 6 months

NEW DELHI: Italian sportswear brand Lotto is preparing to foray into the cricket equipment segment by launching a new product range in the next six months, starting with India.

"In the next six months we plan to launch a cricket equipment range in the Indian market. India will be the first market globally that will see the launch of this new product line," Lotto India Managing Director Lalit Kishore told PTI.

He said after India, the company would also look at introducing the range in other global markets such as New Zealand, Australia and the Middle East.

"India is a cricket loving country and there is a good opportunity for growth in this area," Kishore added.

The company will partner with local manufacturers to source equipment such as pads, gloves, helmets and bats.

Lotto, which has been focusing on other sports like tennis and football, is betting big on cricket as it looks to expand its presence in India. In the past, it had signed up tennis star Sania Mirza as its brand ambassador.

Recently the company has signed a sponsorship deal with the Kochi IPL team for a period of one year.

"This is the first time the company has associated with the game of cricket," Kishore said.

As a part of the expansion strategy in India, Lotto is working on a number of areas. It is increasing the number of exclusive retail outlets across India besides investing in marketing activities.

The company currently has about 50 exclusive stores, which are likely to go up to 200 in the next three years.

Lotto was a popular sportswear brand in the country during 1990's, but went missing for almost 10 years before making a re-entry into the Indian terrain.

The company's tie-up with its earlier licencee fell through because of which the brand was not sold in India till 2007, when Sports Lifestyle was appointed as an exclusive licencee in India for Lotto.

Last year, Lotto extended its agreement with Sports Lifestyle for the next 15 years.