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Bollywood star Abhishek Bachchan got game. The actor launched the NBA’s first online store in India in association with leading Indian e-tailer Jabong.com.
Offering over 200 items — the widest range of NBA merchandise available here — the online store will also offer NBA products for women for the first time in India. NBAStore.in will complement the NBA’s partnership with Adidas, which offers NBA products in over 200 Adidas stores across the country.
“I am a big fan of basketball and the NBA,” said Bachchan at the launch, “I attended my first NBA match in Los Angeles as a 6-year-old when my father (Bollywood icon Amitabh Bachchan) was recuperating there after his accident in 1982 (he was injured during the filming of Hindi movie Coolie). I have played basketball in school and even captained my team and used to practice for two-three hours daily.”
Jabong.com is a leading online fashion store, which claims 30 million unique visitors per month, delivering products in over 400 cities, towns and villages.
The NBA games are telecast here on sports channel Sony Six (part of the Sony Entertainment Television network). This season, a record 14 games per week have been televised on the channel, up from six last season and “viewership has grown by triple digits, and attendance at grassroots basketball events has doubled”, according to a statement.
“Passion for basketball and the NBA is growing rapidly in India, and the increasing demand for NBA merchandise makes this the perfect time to launch a dedicated e-commerce destination,” said NBA India managing director Yannick Colaco.
The India store is the latest NBA international online store since 2012, following launches in China, Mexico, Brazil, Europe, the Middle East and Africa. The NBA claims that over 30 percent of its merchandise revenue is generated internationally.
The NBA opened its India office in 2011, while the league has had a presence here via hosting various events since 2008. Nearly 30 NBA players have also conducted basketball events in India.