Callaway Golf Company, an American sports goods company specialising in golf equipment and accessories, has launched its apparel line and a new range of accessories for golfers in India. The new collection is designed by Perry Ellis International. The range includes eye wear (sun glasses priced between Rs 4,000 and Rs 10,000), times pieces (Rs 6,000 to Rs 20,000) and apparel including golf shoes, headwear (cap), polo shirts (Rs 1,500 to Rs 3,000) and jackets (Rs 3,000 to Rs 6,000).
Worldwide, golf is a $7 billion-plus industry and includes equipment and accessories, but in India it is still small. The Carlsbad company estimates the Indian market for golf at Rs 35-40 crore, growing at 25 per cent annually, and claims to have a share of 25 per cent in that. In this market it competes with brands such as TaylorMade (the golf brand of German sportswear company adidas), Nike Golf, Greg Norman, Footjoy, Ping, Titleist and Cleveland Golf. According to the company India is among its top three markets in Asia.
“In India the golf playing season extends from October to April and so this is the right time to launch our apparel line. We spend 15 to 16 per of our turnover in marketing activities globally, while 3-3.5 per cent is devoted to research and development,” says Thomas T Yang, president (international), Callaway Golf Company, who was in India on a business tour.
Currently, the company sells golf clubs, balls and accessories under Callaway Golf, Odyssey, Top-Flite and Ben Hogan brands at around 40 multi brand stores across the country. “Everything is imported at the moment. More exclusive stores are in the pipeline. We are also partnering with golf academies like Chandigarh Golf Academy to give junior champions from India a chance to perform on a global platform,” adds Yang.
While Callaway has been selling its products in India through distributors for some time, it was only last year that the company set up its subsidiary in the country. The overseas success of Indian golfers like Jeev Milkha Singh, Arjun Atwal and Jyoti Randhawa has obviously provided the impetus for the company to look at expansion seriously. Callaway’s immediate task is to expand its distribution network in India and be available at golf retail outlets across the country. The company hopes to break even in India in another three to five years.
