Brands

Asics India: Leading the charge in the running community

Published

2 years ago

May 16, 2024

Mumbai: In a world where the pursuit of fitness and athletic achievement knows no bounds, Asics India emerges as a beacon of innovation and community engagement in the running sphere. Rooted in the timeless ethos of “Anima Sana In Corpore Sano” – a sound mind in a sound body, Asics has been a stalwart in the athletic footwear and apparel industry for over seven decades.

Explore how Asics maintains its brand identity while catering to the unique needs of every runner, backed by cutting-edge technology and a commitment to excellence. Delve into the vibrant landscape of Asics India, where strategic partnerships with iconic events like the TCS World 10K Run Bengaluru and a dedication to fostering a diverse community of athletes redefine the running experience. Discover the heartwarming stories of individuals whose lives have been transformed by Asics running shoes and the inspiring victories that fuel the brand’s dedication to empowering athletes at every level.

Indiantelevision caught up with Asics India head of marketing Saurabh Sharma to unveil the secrets behind Asics’ rise to prominence, its innovative marketing strategies, and the inspiring stories of those whose lives have been transformed by the power of Asics running shoes.”

Edited Excerpts

On Asics planning to leverage its partnership with the TCS World 10K Run to solidify its presence in the southern region

The TCS World 10K Bengaluru is a pivotal moment for us. Capturing the south market holds strategic importance, considering its size and influence. This partnership aligns seamlessly with our broader goals to not only showcase our product technology and business contribution at the event but also to enhance brand visibility.

These events serve as ideal platforms to showcase our support to fitness, lifestyle and performance apparel and driving brand consideration amongst consumers. With the changing consumer landscape and increasing sports demand in these regions, we recognize the immense opportunities they present. Active participation in such runs demonstrates our commitment to maintaining a leading position in the Indian sporting goods market.

On Asics maintaining its brand identity while catering to diverse customer segments within the running community

At Asics, we understand that every runner has individual goals, and we recognize the importance of catering to this diverse segment. While maintaining our brand identity as a technology and performance-focused brand in athletic footwear is paramount, we accomplish this through a thoughtfully curated product range that caters to every runner’s stride. We believe every runner deserves the perfect shoe for their individual goals, that’s why we offer a wide range of footwear. Asics’ stability footwear provides the support some runners crave, while lightweight trainers unleash the speed of others. From cutting-edge technologies like FLYTEFOAM and AMPLIFOAM cushioning to the trusted support of Rearfoot GEL, we ensure runners of all levels experience comfort and can enhance their performance with each step.

On the recent strategic collaborations that Asics India has undertaken to enhance its marketing efforts

Asics presence in India’s top running events like Tata Mumbai Marathon, TCS World 10K and our recent collaboration with New Delhi Marathon has been a strategic move that allows the brand to connect with runners in key regions alongside many athletes across the country who look up to these premier marathons and running experiences year-on-year.

Asics has always been a step ahead when it comes to innovation game in marketing. Our brand mission is to reach a wider range of consumers targeting not only tier-1 cities but also tier–2 and 3 cities to ensure that we drive awareness and reach across different regions targeting our potential consumers. Talking about our strategic association with Asics Brand athletes in segments like cricket, squash, tennis and running signifies about our brand approach to cover sports, fitness and training activities, these are smart initiatives to boost brand awareness and lure folks into our retail outlets. We know how to blend innovation with collaboration for some seriously successful marketing campaigns.

On Asics gathering and analysing consumer insights to stay informed about evolving preferences and trends in the running shoe market

We leverage on our community and running events to get feedback from participants that is later analysed and incorporated while developing new innovations and technology.

Asics Institute of Sport Science produces a wide variety of research, where human form, movement and physiology are the focus. At the Asics ISS, work and research is being done day in and day out to create and provide athletes with helpful technologies. Over the years, Asics has addressed what sports science is and worked hard to research, develop and create quality products for customers. The Asics Institute of Sport Science continues to work tirelessly to develop products that perpetuate the enjoyment and development of athletics using personalization and digital technology.

Asics is committed to deliver the best-in-class products to customers ensuring they get maximum support and comfort while they are on their path to achieve new milestones in their fitness journey. Currently, there’s a trend towards not just shoes but a holistic running experience. Asics values the new emerging needs of customers that is why we are not just selling shoes; we are selling lifestyle and technology. Our approach involves staying ahead of the game, blending comfort and performance to cater to the ever-evolving demands of today’s runners. We understand that it is not just about the run rather about the entire running journey.

On Asics leveraging social media and digital platforms to engage with runners and influencers and foster a sense of community around the brand

Asics India understands the importance of creating a strong running community. We go beyond selling running shoes and apparel by actively engaging with runners of all levels. Our partnership with top running events like the Tata Mumbai Marathon, TCS World 10K Run Bengaluru and New Delhi Marathon provides a platform to directly connect with athletes. We have a dedicated running club that offers a platform for runners to connect, exchange training tips and learn from each other’s experiences.

We constantly keep an eye on athletes, our collaborations with T Gopi, Sawan Barwal and Harman Jot Singh inspire runners and demonstrate Asics’ commitment. On-boarding influencers like Asics coach Deepa Nayak, Girish Bindra and Megha Kishore has helped us reaching out to a larger social media audience. These initiatives highlight Asics’ dedication to creating a supportive and empowering environment for runners.

On the notable customer testimonials or success stories that highlighting the positive impact of Asics running shoes on runners

At Asics, our core focus lies in fostering a community around running and athletic performance. One of the greatest testament to the positive impact of our shoes is the loyalty of our customers. Many customers return with positive reviews and repurchase, often bringing friends and family.

One such inspiring story of our Asics Running Club coach Ms. Deepa Nayak who’s in the running community with over 10 years of running experience and 5 years of coaching experience. Deepa is also an ACE-certified personal trainer; she has done 16 marathons with 10 times Boston qualified and the fastest Indian female in the Berlin Marathon 2022 with a time of 3:18 and in the Tokyo Marathon 2024 with 3:13 marathon. She has run the Boston and London marathons in a span of 6 days with a time of 3:22 and 3:23 respectively in the year 2023. From an inactive childhood, being called a fat girl to being persistent at marathons, achieving 3:13 is a long journey with consistent hard work. Her passion for running has driven her towards coaching, leaving her corporate job to pursue coaching full-time. She has coached over 200 runners and now working with Asics Running Club and Runners 360 to help runners achieve their goals.

We’re proud to see athletes achieve their best with our shoes. We are committed to designing shoes that empower runners of all levels to perform at their peak, and victories like Thonakal Gopi’s win at the New Delhi Marathon are truly inspiring.

Our commitment extends beyond running. We’re constantly innovating and striving to be a part of inspiring journeys, like the journey of our brand athlete Rohan Bopanna. His dedication to peak performance perfectly aligns with our commitment to innovative technology and best-in-class products in footwear and apparel. We share a common passion for inspiring people to move and maintain overall well-being.

Related Topics:ASICS India Saurabh Sharma

Up Next

“India has immense potential to become an AI innovation & adoption hub”: Metaphy Labs’ Varun Sharma

Don't Miss

Playflix K-Drama app wins ‘Best App of the year 2024’

Click to comment

Brands

Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

Brands

Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

Brands

BCCL profit jumps 53 per cent in FY25 as tax bill shrinks

Revenue rises 4.3 per cent to Rs 10,209.33 crore while deferred tax gain lifts bottom line sharply

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

NEW DELHI: Bennett, Coleman and Company (BCCL) has posted a sparkling set of financial results for the year ended 31 March 2025, proving that there is still plenty of ink and gold left in the ledger.

Revenue from operations climbed a steady 4.3 per cent, reaching Rs 10,209.33 crore compared to Rs 9,786.44 crore the previous year. When you sprinkle in other income, which rose 8.9 per cent to Rs 949.36 crore, the total income for the media behemoth hit a healthy Rs 11,158.69 crore.

While the income grew at a modest pace, the bottom line tells a far more dramatic story. The real headline is the 53 per cent surge in annual profit. How did they pull off such a feat? While Profit Before Tax (PBT) saw a gentle nudge upward of 2.7 per cent to Rs 1,610.00 crore, it was a vanishing act by the taxman that really did the trick.

Total tax expenses plummeted by 32.4 per cent, dropping from Rs 468.76 crore down to Rs 316.97 crore. This was largely thanks to a swing in deferred tax, moving from an expense of Rs 156.02 crore in FY24 to a benefit of Rs 39.44 crore this year.

Total income rose from Rs 10,658.55 crore in FY24 to Rs 11,158.69 crore in FY25, marking a 4.7 per cent increase. Total expenses grew at a slower pace, up 3.0 per cent from Rs 9,306.06 crore to Rs 9,581.45 crore. Profit before tax inched up 2.7 per cent, moving from Rs 1,567.02 crore to Rs 1,610.00 crore. However, the standout figure was net profit, which jumped sharply by 53.0 per cent, climbing from Rs 1,042.03 crore in FY24 to Rs 1,594.73 crore in FY25.

Despite the rising costs of doing business across the globe, BCCL kept a tight grip on the purse strings. Total expenses rose by just 3.0 per cent to Rs 9,581.45 crore. By keeping costs lower than the rate of income growth, the company ensured that the final figure, a net profit of Rs 1,594.73 crore, was nothing short of a front-page sensation.

In a world of shifting digital tides, it seems the BCCL ship is not just steady, but sailing into significantly wealthier waters.