Golf has more than a few admirers in India now. Consequently, the market for golf equipment makers is expanding in the country.
As more and more honchos of India Inc
tee off and the youth take to the game, equipment companies are mulling expansion of their business in the country.
For instance, the US-based equipment maker Callaway Golf entered the Indian market in early 2010 and soon launched its apparel segment in India.
"The size of the golf industry is still fairly small compared to other countries, but it has been growing at about 25 to 30 per cent every year and gradually becoming part of the country's corporate lifestyle," said Vivek Mehta, country head, Callaway Golf India.
"There is a definite surge in demand for golf equipment in the country owing to the increasing popularity of the game and with more Indian golfers qualifying for international tournaments. A great example here would be our R11 driver (a hightech golf driver) launched earlier this year," said Ateet Gaur, managing director, TaylorMade Adidas Golf, South Asia.
The sale of R11 has shot up much beyond market expectations despite it being a new product, added Gaur.
Golf courses are becoming a place of networking for the decision-makers of India Inc, said Sayeed Samadi, country director, Tiger Sports Marketing, a firm that has been playing a key role in professional management of golf in India since 1997.
"Callaway has been successful in capturing close to 30 per cent market share from less than five per cent last year in India.
Callaway has been No. 1 in irons for more than 14 years in the US and is getting to the No. 1 position in India with the success of the new Razr X irons," said Mehta.
The company claims to have achieved market leadership position in some categories, such as putters, packaged sets and irons, in the first 18 months.
While Delhi is the biggest market in India for the golf equipment makers, golf can be played throughout the year in Bangalore due to its soothing climate and passion for the game, Mehta pointed out.
"Delhi has nearly 600 CEOs playing golf currently," said Samadi.
Many corporates and IT biggies are falling in love with golf these days in Bangalore and the city has more than 300 chief executive officers (CEOs) playing golf.
Callaway is planning to expand its presence in India by opening new channels like exclusive stores and 'shop- in-shops' in departmental stores.
It will open its first exclusive store by the end of this year in Delhi.
"Right from the grassroots level, through our association with the Indian Golf Union (IGU) and Albatross, we train kids from schools and help develop courses in Tier- II and Tier- III cities," said Gaur.
It is good to see the game becoming popular and even more competitive as it is set to be featured in the 2016 Olympic Games, Gaur pointed out.
According to Gaur, TaylorMade recently launched the Fall Winter collection from Ashworth, which is a golf lifestyle brand, with stylish polos, jackets and trousers for golfers.
"With nearly 5,000 CEOs and about 10,000 mid-level managers playing golf in India now, the game is growing in all categories - professional, corporates and amateurs. The market in India is expected to multiply in the next two to three years," said Samidi.
Courtesy: Mail Today
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