Through Agilitas Sports, Lotto Sport makes a daring comeback into India with the goal of developing a ₹1,000 crore brand. The campaign, which has cricket players Yuvraj Singh and Abhishek Sharma as ambassadors, combines Indian and Italian culture.
Through a strategic alliance with Agilitas Sports, an Indian sportswear and lifestyle business co-founded by former Puma India MD Abhishek Ganguly, the Italian sportswear behemoth Lotto has formally entered the Indian market. This is a daring move into one of the fastest-growing sportswear markets in the world, with the goal of making Lotto a ₹1,000 crore brand in India within the next five years.
Local Autonomy and Strategic Expansion
Agilitas Sports obtained the sole right to produce, market, and sell Lotto in Australia and India at the beginning of 2024. With total control over Lotto’s design, retail, and product strategy thanks to this licensing agreement, Agilitas can customise the brand to Indian tastes while preserving its essential European characteristics.
Agilitas is attempting to establish Lotto as a mass-premium lifestyle and sportswear brand with a foundation in both global quality and Indian relevance by using a fully integrated approach, which includes product development, digital marketing, retail execution, and supply chain management.
Culturally Focused Star-Powered Campaign
Agilitas has enlisted cricket players Yuvraj Singh and Abhishek Sharma to spearhead its brand campaign in order to introduce Lotto’s new chapter in India. With a playful, culturally relevant campaign, the pair—both renowned for their flamboyant style and mass appeal are assisting in the launch of Lotto.
With an emphasis on Lotto’s Italian ancestry and global legacy, the campaign uses a light-hearted approach to engage young people in India. The brand is establishing itself as a lifestyle movement as well as a supplier of sportswear by fusing nostalgia and modernity. By connecting Indian cultural passion points with international fashion, the use of cricketing icons adds authenticity and national resonance.
Focussing on India’s Developing Athleisure Market
By 2027, the athleisure and performance wear market in India is anticipated to reach ₹1.1 lakh crore, propelled by urban fitness trends, a growing middle class, and digital-first brand discovery. By providing reasonably priced luxury goods in urban and Tier II/III markets, Lotto intends to capitalise on this trend.
The business will use a multi-channel distribution approach that consists of:
- Outlets for Exclusive Brands (EBOs)
- Top e-commerce sites
- Collaborations with department stores and retail chains
In order to develop collections that are in line with Indian body types, fashion sensibilities, and climate, Agilitas is also investing in locally designed products by utilizing Indian manufacturing capabilities and data-driven consumer insights.
What’s Up Next for India’s Lotto?
Lotto is prepared for a full-scale relaunch in India thanks to celebrity endorsement, a solid retail strategy, and an engaging brand narrative. It is anticipated that the brand will establish a strong presence in a fiercely competitive market thanks to the combination of European design, Indian execution, and digitally astute marketing.
Agilitas is not merely reintroducing a global brand as Lotto reinvents itself for a new generation; rather, it is creating a brand that is intended to win hearts (and wardrobes) throughout India.
