Global Performance Brand KELME Enters India, Launches ‘Project 1000’ to Boost Grassroots Athletes

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Noida, March 18: KELME has entered the Indian market with a new store in Noida and a national e-commerce site. RSN Sports leads India operations. The aim is to serve competitive and grassroots athletes who lack access to competition-grade performance gear across key sports.

The Noida outlet works as an experiential space. Athletes can test high-performance products for football, futsal, basketball, badminton and other indoor and outdoor sports. The India launch includes more than 150 performance products, aligned with a plan to build both retail and digital reach.

Project 1000 targets emerging Indian athletes

As part of the India launch, KELME unveiled Project 1000. This three-year plan targets 1,000 emerging athletes across India. It will provide professional-grade sports gear, mentorship, structured development plans, academy and club partnerships, and chances for international training and exposure.

Focus on bridging grassroots and elite competition

Project 1000 aims to narrow the gap between grassroots training and elite events. The long-term vision is to support athletes who can reach Olympic level. KELME India positions itself as a performance partner, rather than only a sportswear seller, for the next athlete generation.

Leadership outlines sporting ecosystem vision

Ranjit Singh, Director of KELME India, emphasised that the brand's entry goes beyond commercial expansion. "RSN Sports has brought KELME to India not merely to introduce an international brand, but to contribute to the country's growing sports ecosystem," he said.

CEO Anurag Singh echoed similar sentiments, highlighting the evolution of India's sports culture. "As participation grows, there is a clear need for performance gear designed specifically for competitive play. Our focus is to support that ecosystem with technically advanced sports products," he said.

Indian sportswear market growth supports KELME move

India’s activewear and performance gear market is estimated at 11 to 15 billion dollars in 2024. It accounts for about 3.7 percent of the global market. It is projected to reach 30 billion dollars by 2030, growing at over 12 percent CAGR.

Grassroots sports drive demand for performance gear

Growth in football, badminton and basketball at grassroots level is lifting need for performance gear in India. Many brands still focus on lifestyle and athleisure products, leaving a gap for match-ready equipment for serious athletes seeking competition-focused engineering and design.

Planned rollout of 70 Exclusive Brand Outlets

To expand in India, KELME plans 70 Exclusive Brand Outlets over three years. These will open through franchise partners. Director Shiv Kumar Sharma said serious athletes often struggle to find performance-grade gear, and KELME wants to address this with engineering-led products.

KELME brings more than 63 years of global performance wear experience, with products used in professional leagues worldwide. By pairing engineering-driven gear with Project 1000 support, the brand seeks a long-term role in India’s sports journey, from grassroots athletes to elite contenders.