The Power Of I 2018

Cricket Sultan

A favourite of Indian legends, Sanspareils Greenlands (SG) cricket kits are favoured globally

Vishal koul

It’s an 18th century game, which an 87-year-old Indian company continues to lord over. We are referring to Meerut-based Sanspareils Greenlands (SG), the country’s biggest exporter of cricket gear by value and the largest manufacturer of cricketing equipment by volume in the world. SG found a new lease of life back home with the advent of the Indian Premier League (IPL). Despite major sports brands such as Nike, Adidas and Reebok wading into the cricket gear market, SG has held its ground and today has an unassailable lead. It continues to be the prime supplier to the world’s richest cricketing board, the BCCI. Its ability to spot talent and nurture them has been phenomenal — there are 12 international cricketers, 25 IPL players, 100 first class cricketers sponsored by SG. It is now looking to diversify by launching sports training apparel. Although a highly competitive market, SG’s ability to create a niche might just work for it.