Full Breakdown
Anta Sports Returns to India with Premium Store Rollout
4/28/2026, 12:52:26 PM
Anta's India Relaunch: Store Openings and Market Strategy
- Anta Sports Products Ltd., the Fujian-based Chinese sportswear maker, will open its first new store in Gurugram, a New Delhi suburb, next month, and aims to operate ten stores across India by March 2027, offering apparel at an average of 8,000 rupees (~$85) and footwear at 9,000-10,000 rupees.
Historical Context: 2020 Exit and Bilateral Tensions
- Anta launched a store in India in 2020 but closed it after the 2020 border clash strained India-China ties; direct flights resumed in October, signaling a diplomatic thaw.
- The 2020 border clash prompted travel restrictions between the two nations; the resumption of direct passenger flights in October eased those curbs and signaled a visible improvement in India-China relations.
Key Players
- Brandman Retail Ltd., led by director Kashika Malhotra, is Anta’s Indian partner and will manage both brick-and-mortar and e-commerce sales; Brandman plans four Wilson tennis-apparel stores this year. Wilson, a tennis-apparel brand owned by Anta Group, will see four new stores opened by Brandman in 2026.
Timeline
Pricing and Expansion Data
- Ten stores by March 2027; apparel ~8,000 rupees, footwear ~9,000-10,000 rupees; four Wilson stores slated for 2026.
Strategic Significance
- The relaunch coincides with Indian consumer interest in Chinese brands, from smartphones to electric cars, and differs from Shein’s locally-sourced licensing model with Reliance Industries Ltd., as Anta will import its products. The move underscores Chinese goods gaining acceptance in India.
Official Statements & Responses
- Brandman said Anta sees strong growth potential and intends to showcase the brand “in the best way possible.”
- The partner noted past negative perceptions of Chinese products as a “big iffy point,” but recent improvements in bilateral relations have eased those concerns.
- Anta declined to comment when approached for remarks.
Criticism & Opposition
- Indian consumers have historically viewed Chinese brands skeptically, a sentiment Brandman acknowledges could affect market acceptance, especially given Anta’s reliance on imports rather than local manufacturing.
Verbatim Quotes
- “They see a lot of growth in India,” — Kashika Malhotra, Director, Brandman Retail Ltd.
- “In the past, the perception of China was one of our biggest iffy points,” — Kashika Malhotra, Director, Brandman Retail Ltd.
- “they want to show it in the best way possible,” — Kashika Malhotra, Director, Brandman Retail Ltd.
What’s Next
- The Gurugram store is slated to open in May 2026, marking the first of ten Anta outlets planned for launch across India by March 2027. Brandman will import Anta’s China-made products and distribute them through its e-commerce platforms and brick-and-mortar stores, while also rolling out four Wilson stores in 2026.
