Germany-based sportswear maker Puma’s India operations have charted strong sales owing to the growing demand for online shopping and the brand expects to see more of an upswing in the coming months despite COVID-19 disruptions.
Sports and fitness have become somewhat of a trend during and after the lockdown period, which resulted in higher traffic and newer consumers visiting and purchasing from Puma’s website.
To enable consumers to shop more easily, Puma is undertaking a slew of efforts like connecting stores and customers through digital platforms, showcasing the catalogue and taking orders on chat as well as delivering orders home with all safety precautions.
Abhishek Ganguly, General Manager at Puma India, told BusinessLine, “Our mono-brand site has emerged as one of the fastest-growing channels. Our focus on making Puma.com an important part of our e-commerce strategy in the country has helped us during the pandemic.”
He added that e-commerce channels other than their official website have also seen an ‘uptick in need-based purchase’.
Stores of the brand are open but local-level weekend lockdowns in certain states are still a hindrance in getting store sales back to where they were. But the brand is working on getting the right inventory for the festival season as consumers are focused on need-based purchases and that is what Puma plans to offer.
One of the largest sportswear brands in the country, Puma India has 360 stores spread across 120 cities and various e-commerce platforms.
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