Avid cricket fans actively indulged in online shopping during the Indian Premier League this year. Though the event has been marred by controversies including sport fixing and rampant commercialization, they haven’t affected the craze for IPL merchandise all through the brisk season.
A host of E-commerce ventures were quick to plunge into the frenzy of activity surrounding the sporting extravaganza with specially curated promotional shops. The idea was to lure cricket crazy public, the youths in particular, as the game has its own unique positioning that propels sales.
The companies formed tie-ups with authorized vendors who possessed licenses for selling IPL merchandise. Different portals and e-tailers have been selling bats, bags, jerseys, caps, sippers, souvenirs etc autographed by Indian and foreign cricketers. Snapdeal, according to a media report published recently, expected its sales to go up by no less than 50 percent during peak IPL season. The merchandises are clearly a big hit during this time period, Amit Maheshwari, the company’s vice president (fashion merchandising), was quoted as saying. In fact, the site’s sales under the sub-category of ‘Cricket’ were quite brisk.
According to him, the autographed souvenir could cost somewhere in the range of Rs 1,000 and could go up to as high as Rs 16 lakh. The merchandise are signed and authenticated by the likes of Yuvraj Singh and Sachin Tendulkar besides the Chennai Super Kings team’s signed jerseys. E-commerce ventures reveal that they are keen to cater to different price points – high to low. The range on Snapdeal.com starts from mere Rs 275, going up to Rs 21,000, whereas cricket jerseys on Tradus cost somewhere between Rs 299-Rs 699. Cricket kit bags are on offer for Rs 799 onwards and bat-ball as a combos are up for grabs between Rs 399 and Rs 11,000.
According to the site’s associate director (marketing), Nimit Grover, cricket merchandise such as branded leg and head gears, bats, balls etc are some of the best selling items in this particular category. The most searched key term on Snapdeal is ‘IPL T-shirts’. Fashionandyou.com is also selling IPL merchandise.
Tags: promotional products, Business Gifting
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