SingaCup Organizer paid a visit to SingaCup’s Official Equipment Supplier, Nivia Sports at Jalandhar, India in September. It was an extremely fruitful trip as SingaCup was certainly the main discussing topic.
Nivia has been one of the biggest sports & lifestyle brands in India. Although the humble family business started in 1934, the fast growing business resulted to the establishment of Nivia by its Managing Director, Rajesh Kharabanda’s Grandfather and Father using the initials of their respective names, Nihanja and Vijay in 1962.
“India has always been a sports (products)-producing nation in the sixties but there was hardly any good product or brand available for the people. So when everybody was exporting, my Grandfather and Father decided to give the Indian people a quality international product at the most reasonable prices. In addition to that, Nivia also wants to provide all sportsmen and inspiring athletes with international product which all of them could afford”, said Rajesh.
For the past 80 year, Nivia has always been dealing with sports products. Currently, Nivia’s products are sold through 1,200 dealers’ sports shops. Including all other sports shops, there are more than 2,000 over sports shops throughout India which carries Nivia’s products. Apart from that, Nivia has also established their brand in the e-commerce industry as their largest partner in India.
The India’s leading Sports Brand is into its third year of SingaCup participation as the Official Equipment Supplier. Rajesh explained, “SingaCup is unique. To my knowledge, there are not many events where young footballers from the participating countries can play in. Although SingaCup is a tournament, SingaCup is promoting football in a very beautiful manner. SingaCup is creating an opportunity for young players from all over the regions to come and gather in a single venue, share their cultures as well as experiences. I am sure the young footballers are taking back very good memories and friendships for life after the tournament.”
So what would Nivia want to achieve from the involvement in the Singapore’s biggest International football tournament? Rajesh expressed that there was no commercial motive intended. “The SingaCup idea is good and we just want to contribute. Since SingaCup has grown and is getting bigger and bigger now, we do have the ambition to reach out more to the players participating in the SingaCup. Preferably starting from India’s immediate neighboring countries such as Pakistan, Bangladesh, Sri Lanka and etc”, added Rajesh.
And with regards to Nivia’s potential big plans coming up for SingaCup, Rajesh remains hopeful and supportive. Rajesh concluded, “For whatever plan SingaCup is going to have, Nivia is going to work closely with SingaCup Organizer, and to provide the best possible links and support to ensure the success of the event.”
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