Lotto India online revenues to double by 2021: Aasheesh Mediratta

By

Maverick Martins

Published
Aug 8, 2019

Sportswear brand Lotto Sport Italia, a major name in the international sports industry, is looking to strengthen its presence in the Indian market, as it sees huge potential for growth in this booming segment.

Lotto was launched in Treviso, Italy, in 1973 and the brand now retails in over 130 countries worldwide. Sports Station India Pvt Ltd (SSIPL) holds the licence to manufacture and retail Lotto in India and has big plans for the brand.

The company is positioning Lotto as an affordable international sportswear brand and targeting the middle-class customer to boost sales. Currently, Lotto generates around Rs 200 crore annually from the Indian market and expecting strong growth going forward on the back on its online and offline expansion.

Aasheesh Mediratta, president of retail and distribution at SSIPL Retail Ltd, spoke to FashionNetwork.com about India’s athleisure market, as well as Lotto’s USP, expansions plans and growth strategy.

FashionNetwork.com: As an international athleisure sportswear brand, what are the challenges for Lotto in the Indian market? What makes it stand out from a host of other international and Indian brands?

Aasheesh Mediratta: The Indian athleisure wear market is growing at the CAGR of +10%. The market already has a mix of premium to mid-market international brands and national mid-market to value brands. Lotto has been positioned as an affordable international sportswear brand in India and has a great potential of growth in athleisure and lifestyle segment followed by performance and apparel category.

Consumers, irrespective of the channel they buy from, are quite aware of the global athleisure sportswear trends and they expect a great looking product, comfort and something that is available at a price which doesn’t pinch them too hard. The brand shall continue to stay focused on fulfilling this task.

FNW: What is your target audience and which markets contribute the most to the company’s sales?

AM: Lotto’s target audience is a middle-class customer, who is looking for an affordable international athleisure sportswear brand at average price points of Rs 1999-2999 ($27-$43) in footwear and Rs 799-1499 in apparel and accessories.
Lotto has a presence across India through exclusive business outlets (EBOs), shop-in-shops (SIS), key accounts and online marketplaces.

FNW: Lotto has been diversifying its product portfolio and entering new segments for growth. What is the highest selling category for Lotto at the moment and what new additions have been made recently?

AM: Footwear continues to be the biggest category for Lotto, followed by apparel and accessories. Our new collection, 'Athletica', which has recently hit the stores has been getting a good response.
 

FNW: The brand has been expanding across the country. What is the expansion plan going forward?

AM: Lotto continues to expand its footprint in India through all channels. Currently, we have 50 EBOs, more than 500 SIS doors in department stores/large format stores, along with presence in value key accounts. Going forward, the brand shall continue to strengthen its presence across all these channels.

FNW: What is the online strategy for the brand in India?

AM: Lotto is available online through all the major marketplaces including Flipkart, Amazon, Paytm among others. With continuous increase in internet penetration and high growth in usage of smartphones, the brand stays confident of doubling the online sales in next couple of years; current contribution of online sales being 20% of overall sales.

FNW: What is the current sales revenue of Lotto in the country? How much of it comes from offline and online sales and what is the growth plan?

AM: Lotto’s annual gross sales amount to 200 crore in India, out of which online contributes 20 percent. The balance is through our retail and distribution; our own EBOs, SIS & key accounts.