Sports brand PUMA India expanded its sporting portfolio by partnering with Indian badminton icon in a multi-year collaboration. This marks PUMA’s official foray into badminton, tapping into the sport’s robust fan base of 57 million in India and its exponential growth potential. India will also be the first country within PUMA universe to promote the popular racquet-sport.
PUMA India’s partnership with PV Sindhu will further the global brand’s commitment towards its sports-first positioning and seizing the potential of India’s swiftly evolving sports market. With the official entry into badminton, PUMA India is expected to boost its presence in the performace-wear segment and scale the company’s current growth rate by 2x.
The partnership between PUMA and Sindhu will debut at the India Open 2025 in New Delhi, providing the platform for a dynamic collaboration which will set the tone for the future of badminton in India.
Commenting on the occasion, Karthik Balagopalan, Managing Director of PUMA India, said, “PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes. As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport.”
Badminton’s popularity in India is surging. Among all badminton fans, according to the 2024 Google-Deloitte Think Sports report, 27.8 million are Gen Z, highlighting the racquet-sport’s strong appeal to younger audiences. Badminton has also emerged as the second-most played sport in urban India after Cricket, and has seen a remarkable 65% rise in active participation over the past four years. Sindhu is also the highest-followed badminton athlete on Instagram in the world. Leveraging this partnership, PUMA aims to widen the sport’s attractiveness, particularly amongst the country’s youth.
Later this year, PUMA India will also be launching a collection for badminton enthusiasts in India. With projections indicating that India’s sports apparel market is set to reach USD 399.5 million by 2030, growing at a steady CAGR of 5.9% from 2023 to 2030 (Horizon*), PUMA is well-positioned to take advantage of the opportunities within the country’s changing sports dynamic and landscape. Similarly, the badminton equipment market, expected to grow from USD 202.7 million to USD 304.6 million by 2030 (Horizon*). This is led by the badminton shoes segment, the fastest-growing and most lucrative category, further emphasising PUMA’s focus on high-performance footwear.
Commenting on the partnership, PV Sindhu said,”I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court.”
Sindhu’s association with PUMA places her alongside an impressive roster of the brand’s elite athletes, featuring cricketing icons Harmanpreet Kaur, Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, boxing champ MC Mary Kom, to lifestyle icons like Kareena Kapoor Khan, Ibrahim Ali Khan Pataudi and international legends such as Usain Bolt and Neymar Jr.
PUMA has over 76 years of global expertise in high-performance, innovative products and continues to evolve to engage with Gen Z. By strategically broadening its focus to participative sports in India, including running, athletics, and now badminton, among others, the brand is committed to fostering a culture of sports. Moreover, PUMA’s investment reflects the brand’s larger vision of persistently inspiring the next generation through sports and moulding a dynamic and inclusive sporting ecosystem.
