On Wednesday, Kelme the Spanish sports and lifestyle brand announced its entry into India. The first Kelme store has opened in West Delhi stocking sports shoes and other apparel. Indian company Global Overseas has brought the foreign brand here through a licensing arrangement, reports say. It earlier got in Indonesian badminton equipment brand Flypower to India.

The footwear will be priced between Rs. 2, 000 and Rs. 5,000 while the apparel range begins from Rs. 500 and goes up to Rs. 2,000. To promote the brand further in the country Mr Luca Gios, Director - International Business, Kelme, said they would rope in sports or fashion celebrities. Paula Guillo, Miss Spain 2011 launched the products in New Delhi and is also the brand ambassador for Kelme.

In the coming years, Kelme is likely to open more stores in cities like Bangalore, Chennai and Chandigarh, informed Ashish Seth of Global Overseas. In fact, the Spanish company has already set its five-year expansion plan in India and has also entered markets in Brazil and Russia. “For seven years we have been trying to enter China actually, but like India it is almost a continent, and not a county, and finding the right partner there has been a challenge,” he said.