KELME Steps Into India with a High-| Performance Global Legacy Playbook and

Spanish sportswear brand KELME enters India, blending global performance legacy, innovation, and ambitious retail expansion to tap a rapidly evolving sports market.

- By Sandeep Kumar

Our goal is to enhance the Indian sports ecosystem right from the grassroots level,” says an upbeat Anurag Singh, CEO, KELME India, capturing the brand’s larger ambition. “With KELME, we are bringing world-class sportswear to one of the fastest-growing sporting nations,” he adds—underscoring that this is far more than a market entry; it is a bold, strategic play in one of the world’s most dynamic and rapidly evolving sports landscapes.

Born in Spain in 1960, KELME has long stood at the intersection of performance and authenticity, carving a legacy through partnerships with iconic teams like Real Madrid and global milestones such as the 1992 Barcelona Olympics. Over six decades, the brand has evolved beyond its European roots into a globally recognised sportswear name, consistently balancing engineering-led innovation with design and accessibility.

A defining inflection point came post-2014, when KELME underwent a structural transformation, shifting its manufacturing and product development focus to Asia. This move was not merely operational as it enabled the brand to deeply understand diverse playing conditions, particularly high-humidity and high-intensity environments, and engineer products tailored for performance in such climates. The result is a sharper, faster, and more agile KELME—one that delivers superior cost-to-performance value, accelerated innovation cycles, and a supply chain built for scale and reliability.

Now entering India with a flagship store in Noida and an ambitious 70-store expansion roadmap, KELME is positioning itself at the convergence of global legacy and local relevance, aiming to tap into the country’s rapidly evolving sporting culture.

In an exclusive interaction with IMAGES Business of Fashion, Anurag Singh shares the brand’s vision for its India foray and the larger ambition driving its expansion.

What makes India a strategic market for KELME?