20 February, 2016, India: The most successful captain of the Indian Cricket Team, Mahendra Singh Dhoni will now endorse a lifestyle brand Seven. The brand is launched by Rhiti Sports Management, a sports marketing and celebrity management firm that represents MS Dhoni. India’s ‘Captain Kool’ will be endorsing the products (sports and leisure-wear apparel and footwear) of the brand on a global platform. Interestingly, ‘Seven’ is also Dhoni’s official jersey number when he plays for the country.
Speaking on the latest development, Arun Pandey, MD, Rhiti Group, said, “New company RS Seven Lifestyle will manufacture and market running, training, indoor, and athletic leisure wear apparel and footwear under Seven brand. It has already signed up distributors in the US and Middle East besides 15 distributors in India. Flipkart is its exclusive e-commerce partner. Pandey said Dhoni is closely involved in the design and development of the Seven range of footwear.”
As per the company’s future plans, Rhiti Sports alsong with its other investors will spend around 150-200 crore on developing and distributing the brand. “The company will get merchandise contract manufactured in India, China and Vietnam to begin with. But we are trying to see if these manufacturers can be brought to India to manufacture here,” Pandey added further.