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Sports lifestyle brand D:FY launched in Mumbai

Rajiv Mehta, who launched the German sportswear brand Puma in India, has now moved on to start his own sports lifestyle brand D:FY. The startup KAN D:FY Sports launched in partnership with former private equity investor Prashant Desai is looking at Rs 1,000 crore in revenues in coming five years. The brand will have 22 standalone stores across eight cities by the end of December. It will also be sold online in an exclusive partnership with Amazon and in a shop-in-shop format at the Central department store chain.

D:FI will be manufactured in China and retailed in India at price points between Rs 2,000 and Rs 6,000. The founders have invested $3 million since inception and plan to invest an additional million dollars for marketing and promotions. The sportswear brand has involved bowling veteran Anil Kumble as its mentor for product design. Additionally, it has roped in cricketer Hardik Pandya as well as Bollywood actress Nidhi Agerwal as brand ambassadors.

 

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