Frido partners RCB as the official insole partner for T20 league

Frido, a consumer healthcare brand has partnered Royal Challengers Bengaluru (RCB), to launch of a special edition sports insole and technical socks in collaboration with the T20 team.

The Pune based brand makes orthotic insoles, cloud insoles, and orthopedic heel pads, amongst other lifestyle products such as seat cushions, pillows, and face masks.
This is the first of its kind of partnership between an insole brand and an IPL team.


“With this insole, we have extended our expertise to the field of sports, ensuring athletes have access to the best possible equipment for optimal performance while reducing foot and knee pain,” said. Ganesh Sonawane, co-founder and CEO of Frido.

The sports and athletic insoles market is estimated to be valued at $ 9 billion in 2023 and is expected to reach $ 17 billion by 2033. With a population of 1.4 billion, India is one of the fastest growing and largest international markets for footwear companies.

Most global brands have been around for more than two decades in India and have grown by virtue of pushing their wares partnering cricket and other sporting activities. The newer entrants, however, have been positioning themselves as comfortable lifestyle and regular athletic wear brands. India has seen increasing interest in sports such as kabaddi, soccer, volleyball, hockey and badminton. It now hosts professional leagues in most of these disciplines, drawing participants from across the globe.

“As a brand committed to enhancing freedom and comfort while playing, Frido’s products are an excellent addition to the equipment used by our athletes. The collaboration with RCB underscores Frido’s dedication to innovation and excellence. Leveraging their expertise in technical footwear, Frido aims to support RCB players and fans in achieving their performance goals while minimizing the risk of lower body pain and injuries,” Rajesh Menon, Vice President and Head of Royal Challengers Bengaluru, said.

Arcatron Mobility, that owns Frido, recently raised growth capital from OrbiMed, a global healthcare-focused investment firm. Existing investors BL Taparia Family Office, Chona Family Office, MGA Ventures and founders of Arcatron also participated in the round. The funds will be utilized to ramp up R&D efforts, develop new products and enhance branding and marketing, it had said.