🏭 ASICS to Boost India Manufacturing to 40% Amid Import Roadblocks
Japanese sportswear giant ASICS has announced plans to significantly increase its local manufacturing footprint in India, targeting 40% domestic production amid tightening import regulations and rising logistics costs. The move aligns with India’s ‘Make in India’ initiative and underscores the growing importance of India as both a consumer and manufacturing hub.
📦 What’s Driving This Strategic Shift?
ASICS is currently facing import restrictions and increased compliance norms on overseas shipments, especially in footwear and sports apparel. To mitigate:
Customs clearance delays
Import duties
Rising freight costs
…the company is recalibrating its supply chain and pushing more production to Indian soil.
“India has become a priority market, not just for retail but also as a manufacturing base,” said Rajat Khurana, Managing Director, ASICS India.
🧵 What Will Local Manufacturing Look Like?
Current domestic output: ~25% of total India sales
Target by 2027: 40% of total sales to be locally produced
Focus categories: Running shoes, athleisure footwear, and select apparel lines
Manufacturing partners: Expansion of tie-ups with Indian contract manufacturers in Tamil Nadu and Karnataka
This would make ASICS less vulnerable to supply chain disruptions from China and Southeast Asia, its traditional production strongholds.
📈 How It Impacts India’s Footwear Market
India is one of the fastest-growing sportswear markets, projected to reach $13 billion by 2027. ASICS’ move follows similar localization efforts by Adidas, Puma, and Nike, all trying to:
Shorten supply chains
Reduce dependency on imports
Avoid geopolitical risks and regulatory hurdles
💡 Strategic Benefits for ASICS
| Factor | Impact |
|---|---|
| Cost savings | Lower duties and logistics costs |
| Market agility | Faster response to trends |
| Brand value | Aligns with local sustainability and employment goals |
| Policy incentives | Avails subsidies under ‘Make in India’ |
🇮🇳 A Boost to Local Economy
By increasing local sourcing and manufacturing, ASICS is expected to:
Create more skilled jobs
Strengthen Indian MSMEs in sportswear
Promote R&D and design innovations in India
❓ FAQs – ASICS Manufacturing Shift in India
Q1. Why is ASICS increasing local manufacturing in India?
To reduce dependence on imports due to rising duties, delays, and logistics bottlenecks, and to align with the Indian government’s Make in India initiative.
Q2. What is ASICS’ manufacturing target?
ASICS aims to produce 40% of its Indian market goods locally by 2027, up from 25% currently.
Q3. Which products will be made in India?
Primarily running shoes, training footwear, and selected athleisure apparel.
Q4. Will local production reduce ASICS prices in India?
While no direct price cut has been announced, reduced import dependency could lead to better value or more offers for Indian consumers.
Q5. Who will manufacture ASICS products in India?
ASICS will continue and expand its partnerships with contract manufacturers in regions like Tamil Nadu and Karnataka.
🏁 Final Thoughts
ASICS’ decision to scale up India-based manufacturing reflects a broader global trend toward regionalizing supply chains and navigating evolving trade regulations. With India emerging as a high-potential retail and production hub, this move positions ASICS to capture market share faster and build long-term operational resilience.
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