MS Dhoni opened its first exclusive store of his fitness and active lifestyle brand, SEVEN in Ranchi on 20th July, 2017. And Dhoni fans came in numbers, jamming the Nucleus Mall at Ranchi.
The store located at the Nucleus Mall, Circular Road was inaugurated by, MS Dhoni himself along with the Chairman and Managing Director – Rhiti Sports, Arun Pandey. The launch attracted a multitude of fitness enthusiasts and Dhoni fans.
Dhoni interacted with the fans present during the launch and thanked them for their love and support. The veteran cricketer admitted that it was the first occasion when he saw a sea of fans at a public place in his hometown.
Commenting on the launch he said, “Fitness is crucial not only for sports activities but is also the need for a healthy life. I have always focused on various sports like football and badminton to keep a better form in the field. Fitness gear is the core of performance for any workout session. Keeping this in mind, SEVEN’s products are designed with perfection and are standard for fitness regimes. I am extremely elated with the development, afterall Ranchi is my hometown.”
“I fully resonate with Rhiti Sport’s philosophy which is to democratize sports and re-infuse the true spirit of sportsmanship for a healthy lifestyle and I am committed to further this promise in everything I do”, he added.
The brand is engaged with the audiences through a 360 media and marketing campaign with #IamSEVEN and #changemakers. In a TVC campaign, Dhoni himself is the brand ambassador addressing the #changemakers.
Inspired by Dhoni’s attitude and his dedication towards keeping fit and healthy, the brand SEVEN by MS Dhoni, offers a wide array of fitness categories such as running, training and lifestyle sport with a product portfolio that encompasses an attractive variety of footwear, apparel and accessories for both men and women. Tracing the footsteps of its brand ambassador, the brand aims to scale to a similar height in the retail segment, just as the eccentric career of Dhoni is in cricket.
“SEVEN by MS Dhoni is the first Indian International sports brand and we are focused on taking it to places. This exclusive store in Ranchi is our first step in that direction. We plan to open 20 to 25 exclusive stores by the end of 2017 and about 275 outlets within India by 2020. With a current focus on satellite and key cities, we also plan to expand to tier II and Tier III cities in near future and further plan to take Seven global through international market penetration,” said Arun Pandey, CMD and Chairman, Rhiti Group.
The brand currently has presence across 309 multi-store outlets PAN India and is also available on leading e-commerce platforms like Jabong, Myntra, TataCliq etc along with its own website www.7.life.
‘Seven’ promises industry standard designs of its products, offering them at an affordable price as compared to other brands. It aims to make fitness accessible to all and have a competitive edge in the market.