Proline India has partnered with well-known Italian company Fila to introduce the firm's shoes and apparel into India.

Proline Sportsystem, the sports and fitness division of Proline India, will import Fila shoes manufactured at its plants in China and Indonesia for sales in the Indian market. The shoes will be priced at Rs. 2500/- (US $ 54/-) and above. Unbranded, pure leather shoes are available at $4 in India. Fila shoes will not be manufactured in India as the company says that India does not have the necessary shoe technology.

Proline will be manufacturing Fila apparel in India at its facilities at Tirupur, Bangalore and Hyderabad. The range includes track suits, t-shirts, polo shirts, caps, socks, trousers, jackets and swimwear.

Fila is not looking for volumes, but only a presence in India, the company said. The products will be sold through 18 exclusive stores, five Proline stores and 60 multibrand outlets. These are ambitious plans for Proline, which is a relatively small outfit.

Proline launched the K-Swiss brand shoes in India just four months ago.

About Fila
Fila Holding SpA, based in Biella (Italy), is a leading designer and marketer of footwear and apparel for sport and free time. The company has created strong brand recognition by marketing products with a high design and style content and by securing professional athletic endorsements.

By Navroz Havewala