Callaway Golf India Private Limited, a sports goods company specialising in golf equipment and accessories, is aiming to become the number one player in the Rs 35-40 crore Indian golf market by 2012.
The company, which formally entered India in 2010, enjoys a 25 per cent market share, from less than 3 per cent a year before. It hopes to increase this to 35 per cent by the year end.
“Our share gain strategy is to get more people to try our products, bring stronger product line, latest technology and teaching methodology to India catering to the needs of every golfer-- from beginners to professionals, women and kids,” said Vivek Mehta, country head, Callaway Golf India.
There are four major brands available in India —TaylorMade, a division of adidas, Nike Golf, Titleist and Ping Sell Golf.
Callaway, a subsidiary of US-based Callaway Golf Co, intends to position itself as an aspirational brand based on innovation, design and lifestyle. “We would launch new product lines by November 2011. Our product lifecycle varies from 1-2 years, so every year we launch new products between October and March,” he said.
The company has also launched a limited customer solution pack offering a discount of Rs 25,000- 30,000 on a golf set customised for Indian consumers.
Stating that golf courses in India had increased to 200 from 80 five years ago, he said the market was growing at 25-30 per annum. Hyderabad now has 4-5 golf courses from just one a decade ago. Another 25 new courses are under construction. The number of golfers, which is currently 130,000, is also expected to increase 20-25 per cent year-on-year.
There are around 65 outlets (50 in top 10 cities and 15 across Tier II and III cities) in India. Callaway has 40 outlets across 15 cities. “Seeing the golf market growth, we would open 200 outlets in the next few years and explore Tier II cities,” its marketing head Prashant Singh said.
To achieve its goal of being the number one brand, Callaway is tying up with various golf academies, premier driving ranges, golf courses including DLF golf club, PGA golf club, Chandigarh golf club, besides doing promotional activities.
“Our target is to make every golfer a better golfer. We have 7-8 golf coaches in the country and would expand the network to 12 to improve the game methodology,” he said.
The company spends 32 per cent of its revenue on marketing and advertising. He said the inclusion of golf in the 2016 Olympics would have a great impact on the market.
Callaway’s immediate focus is to expand its distribution in India and be present at all retail golf outlets. “We will invest for the long run in the next four-to five years. It will take a little more time to see the exponential growth take off,” he said.
