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Hundred partners with Srikanth Kidambi to expand its presence in Indian badminton market

Srikanth's association with Hundred marks a watershed moment in the brand's efforts to increase its presence in the Indian badminton industry.

Hundred, a worldwide performance-focused sports brand, has teamed up with badminton star Srikanth Kidambi, a Padma Shri Award winner and former World No. 1 Men’s Singles player.

Srikanth’s association with Hundred marks a watershed moment in the brand’s efforts to increase its presence in the Indian badminton industry. This strategic alliance will make its official debut at the renowned Indonesia Masters 2025, demonstrating Hundred’s commitment to motivating and supporting the future generation of badminton players.

According to the 2024 Google-Deloitte Think Sports survey, badminton is currently the second most popular sport among Gen Z in India. Srikanth Kidambi’s partnership with Hundred demonstrates the brand’s dedication to the sport’s growth in India, as well as its efforts to nurture young talent and promote Indian athletes on a worldwide scale.

Manak Kapoor, Director, Hundred Singapore, said, “Welcoming Srikanth to the Hundred family is a testament to our commitment to pushing the boundaries of badminton globally. We see Srikanth as a pivotal figure in driving this mission, particularly in India, where his legacy and influence can inspire young players to embrace the sport, take it seriously, and compete at the highest levels.”

Srikanth, on the collaboration, commented, “I am thrilled to partner with Hundred, a brand that resonates with my passion for performance and pushing boundaries. Together, we aim to inspire the next generation of badminton players.”

Vishal Jain, Director of Hundred India, said, “Badminton has seen tremendous growth in India over the past decade, becoming the second most played sport among the younger generation. At Hundred, we are strategically positioning ourselves to capture this momentum, not just by delivering high-performance products but by actively pushing the sport and the industry forward.”

Srikanth Kidambi is currently a member of the “Club Hundred,” an exclusive club of badminton talents from across the world which includes Line Kjaersfeldt, Rasmus Gemke, Mads Christophersen, Alexandra Boje, Dejan Ferdinansyah, and Gloria Emanuelle Widjaja.

Hundred is teaming with Srikanth Kidambi on a series of special product releases that will be available in worldwide markets. These high-performance goods, intended for both experts and fans, will demonstrate innovation and excellence. This agreement strengthens Hundred’s position as the brand of choice for top-performing athletes globally.

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