The sportswear giant, PUMA India has signed a multi-year collaboration with the Indian badminton icon and two-time Olympic medallist, PV Sindhu.
This is PUMA’s formal entry into badminton, capitalising on the sport’s powerful fan base of 57 million in India and exponential development potential. India will also become the first nation in the PUMA universe to support the famous racquet sport.
PUMA India’s collaboration with PV Sindhu will strengthen the global brand’s dedication to its sports-first stance and capitalise on India’s rapidly developing sports sector. With the formal launch into badminton, PUMA India expects to increase its footprint in the performance-wear market and double the company’s current growth pace.
The alliance between PUMA and Sindhu will make its debut at the India Open 2025 in New Delhi, laying the groundwork for a dynamic cooperation that will shape the future of badminton in India.
Karthik Balagopalan, Managing Director of PUMA India, said, “PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes. As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport.”
Badminton’s prominence in India is growing. As per the 2024 Google-Deloitte Think Sports research, 27.8 million badminton enthusiasts are from Gen Z, reflecting the sport’s popularity among younger viewers. Badminton has additionally emerged as the second-most popular sport in urban India, behind cricket, with a phenomenal 65% increase in active involvement over the last four years. Sindhu also has the most Instagram followers of any badminton athlete in the world. Using this cooperation, PUMA hopes to increase the sport’s appeal, particularly among the country’s young.
Later this year, PUMA India will release a collection for badminton fans in India. With anticipates predicting that India’s sports apparel market would reach USD 399.5 million by 2030, rising at a steady CAGR of 5.9% between 2023 and 2030 (Horizon), PUMA has the opportunity to capitalise on the country’s shifting sports dynamic and scene. In a similar vein, the badminton equipment market is projected to increase from USD 202.7 million to USD 304.6 million by 2030 (Horizon). This is headed by badminton shoes, the fastest-growing and most profitable category, reinforcing PUMA’s concentration on high-performance footwear.
PV Sindhu said, “I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court.”
Sindhu joins a stellar group of PUMA’s elite athletes, which includes cricketing icons Harmanpreet Kaur, Richa Ghosh, Hemalatha Dayalan, Mohammed Shami, Riyan Parag, and Nitish Kumar Reddy.
PUMA has over 76 years of worldwide experience in high-performance, creative goods and is always evolving to better interact with Gen Z. The company is devoted to developing a sports culture in India by deliberately focusing on participatory sports like running, athletics, and now badminton, among others. PUMA’s commitment supports the brand’s bigger ambition of consistently inspiring the next generation via sports while also shaping a dynamic and inclusive sporting ecosystem.