New Delhi: Sports merchandise brand playR is witnessing a sharp surge in demand this IPL season, driven by heightened fan engagement, deeper digital penetration, and strategic partnerships with multiple franchises, according to Ravi Kukreja, founder of playR and director at iCOREts.
The company is targeting Rs 75 crore in revenue for the current financial year (FY26), following a strong performance in FY25 with Rs 55 crore, up from Rs 36 crore in FY24 and Rs 18 crore in FY23, marking a threefold growth over two years.
“This year, in Season 18, we’ve seen a significant surge in IPL merchandise sales. The enthusiasm among fans is at an all-time high,” Kukreja told ETRetail, adding that the growing OTT reach and a vibrant fan culture are fuelling merchandise uptake.
Chennai Super Kings (CSK) merchandise, particularly the ‘Dhoni 7’ jersey, has emerged as the top-selling SKU this season, followed by strong traction for products linked to Gujarat Titans and Sunrisers Hyderabad. Kukreja noted an emerging trend of personalised fan gear, with custom jerseys and accessories gaining popularity.
To capitalise on evolving consumer preferences, “We have a complete 360 degree experience for a fan from a coffee mug to Friday-wear Polo to yoga mat to backpacks,” he said.
The company has adopted an omnichannel strategy, strengthening its online platform and offline presence by partnering with multiple retail stores, e-commerce and q-commerce platforms.
“During the IPL season, while online sales see a significant uptick due to the convenience factor, our offline channels also experience substantial footfall, indicating a balanced preference among consumers,” he added.
playR has also increased its focus on tier 2 and 3 markets, leveraging regional marketing campaigns, local retail partnerships, and logistics collaborations to improve accessibility. Kukreja said, “We’re seeing a noticeable increase in demand from non-metro cities. Our digital-first approach is helping us bridge the reach gap.”
With sustained revenue growth and rising demand across geographies, playR is now exploring external investments to accelerate its expansion. “We’ve built a solid foundation and are open to strategic partnerships that can fuel our next phase of growth,” he stated.
