Living up to its commitment towards promoting sports culture in the country, Prayag, India’s leading bath assets and sanitary ware brand, aims to dominate sports sponsorship space in the country. Prayag has outlaid 40% of its total marketing revenue for spending on sports sponsorships with an intention to support different sports including the players associated with them. Mr. Nitin Aggarwal, CEO, Prayag spoke at length on this issue. Excerpts of the interview…
What is the objective of Prayag behind sponsoring major sports events?
Mr. Nitn Aggarwal: We at Prayag always remain passionate about supporting major sporting events which help us reach millions of young consumers. Apart from brand building exercise, our intention remains promoting young India through these events. Games like Cricket, Football and Kabaddi, etc require Focus, Flexibility, Expertise and Sturdiness just like the Prayag product line and by associating with these sports events, Prayag has undoubtedly demonstrated its strong commitment towards these values. These events also help us penetrate deeply in the regions which have not been yet explored much by us. Moreover, in those markets where we already have our strong presence, we have further got benefitted by the growing popularity of various sports among the youth. The most attractive product line of Prayag is thoughtfully designed to provide a wide and comprehensive range of models that enable the customers to choose the one that precisely matches their needs. Made from the finest grade of plastic, the product range is solid, maintenance free, corrosion and scratch resistant, and promises durability and a lifetime of completely dependable service.
What are your growth estimates in the next couple of years?
Mr. Nitin Aggarwal: Being an inventor and undisputed leader in the industry, Prayag is all set to touch new horizons of growth in the years to come. We are witnessing increased market demand and wide acceptability for our most innovative and unmatched range of products which redefine elegance for every home and institutions globally. Prayag already has an advance running plant for manufacturing in Bhiwadi and very soon, it is planning to bring a new dedicated unit for plumbing and faucets. Today, Prayag has a network of more than 12,000 dealers and 200 distributors and by 2018, it is planning to touch the mark of 22,000 dealers.
Give us a glimpse into the major sports events you have been associated with in the last couple of years and your plans going forward?
Mr. Nitin Aggarwal: Continuing with our passion to sponsor various sporting events in the last couple of years, we have been associated with Asia Cup as associates sponsors, IPL as official team partners of Kings XI Punjab, Title sponsors for Prayag Cup 2nd year in a Row (India –Zimbabwe), Atlético de Kolkata and Delhi Dynamos for ISL, Delhi Waveriders for IHL, U Mumba and Patna Pirates for Pro Kabaddi league, and lots more. In the last seven years, Prayag has sponsored major sporting events and now in the last four years it has been also associated with sports getting popular at regional levels in India like Kabaddi, Football as well as Hockey. Prayag is also looking forward to tie up with the upcoming cricket series in India, T-20 series as well as the Futsal event in the country.
Are you currently associated with any popular sporting event?
Mr. Nitin Agrawal: Prayag has recently announced its prestigious association with IPL 2018 . After its tremendous support in sponsoring ‘Nidhas Trophy T20 and ODI International Series’ in Sri Lanka, this is another mega event, Prayag has associated with. Delhi Dynamos in pastas well and has given us enough reasons to rejoice with their ecstatic performance.
What message would you like to give to the sports fraternity in India?
Mr. Nitin Agrawal: First of all, I congratulate the entire sports fraternity in India for making us proud with their wonderful performance at various national and international tournaments. I would also like to extend my best wishes for their promising sports career in the times to come and simultaneously I wish to also encourage them to give their 100% in their respective sports they are playing for their country.