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SBD Global/March 14, 2013/Marketing and Sponsorship

IPL's Chennai Super Kings Hope To Generate $360K With New Kit Launch For Fans

Indian Premier League Chennai team Chennai Super Kings, backed by India Cements, is "planning to launch cricket kits for its fans," according to Gireesh Babu of BUSINESS STANDARD. An India Cements senior official said that the initiative "is expected to bring in" Rs 2 crore ($368,290) to its topline this year. CSK has "registered itself as a cricket kit manufacturer." The club plans "to start with offering cricket kits to children, in three names under brand SuperKings Junior." The CSK team members and captain Mahendra Singh Dhoni "are expected to endorse the CSK brand cricket kit." The products are "expected to be launched by the end of this month." While the price range has yet to be finalized, the kit is "expected to be in a range" between Rs 1,500 and Rs 2,000 ($27-$36). The company "would outsource the products for the kit from manufacturers" in Indian cities such as Ludhiana and Meerut. The kits would initially "be sold through around 60 outlets, of which around 15-20 would be in Chennai" (BUSINESS STANDARD, 3/13).
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