MUMBAI: RS Seven Lifestyle (P) Ltd, a part of Rhiti Group has forayed into the retail space with the launch of its active lifestyle brand, Seven. The company has roped in Indian captain Mahendra Singh Dhoni as the brand ambassador.
Under this banner, the company will manufacture and market running, training, indoor, and athletic-leisurewear apparel and footwear. Seven is a young, energetic brand designed to appeal to the modern youth or #changemakers.
The brand aims to drive home the point that fitness is accessible to not just sportspersons but everybody, whether you want to break a world record or simply break a sweat.
Dhoni, as an icon of this new, younger, more confident India, projects Seven’s can-do attitude.
Speaking about the company’s foray into the retail business, Rhiti Group CMD and promoter Arun Pandey said, “At Rhiti Group we have always wanted to be associated with fitness and an active lifestyle in a meaningful manner. We believe fitness is everybody’s right and not the sole domain of professional athletes. Seven we believe will be the change maker that nudges people to make this shift not just in the thinking but also in the doing. And in MS Dhoni we have the perfect brand leader to inspire people to do just that. A range of footwear like it has always been MS’ dream and I’m glad that today with his involvement and expert inputs with the footwear division, we’ve been able to fulfil that dream and offer it to the world.”
Dhoni added, “The Seven ambition is all about making fitness an intrinsic part of every city, every town, every school, every home. In my opinion, you don’t have to be a professional athlete to take your fitness seriously. All you need is the motivation to lead an active lifestyle. The thought-process and positioning of Seven really excites me and I think it will strongly resonate with the youth of India as well. It has always been my dream to have my own brand of footwear in the market, which offers high quality products at affordable price points for the larger masses. And that opportunity came to me with Seven, wherein I’m closely involved with the design and development of the footwear division, and I keep offering my inputs to the design team on a regular basis. Interestingly, Seven is also the number that I sport on my shirt, which only increases my fondness for the brand. I do hope that Seven’s vision for change become a reality.”
Commenting of his acquired additional responsibility in the footwear division, Dhoni said, “I’m extremely excited to be involved in bigger capacity with the footwear division of Seven. I have been active from an early age and I believe it is essential to have correct footwear for performance and longevity. And I’m happy that Rhiti Group is committed to making high-quality products available at competitive prices.”
Rhiti Group Group CEO Kumar Subramanian added, “Seven is an enabler of a healthy and active lifestyle. It’s a product and philosophy that invites everybody. It is the finest standard of active lifestyle footwear and apparel that is being specifically launched to target not just the cities but every small town of India. In MS Dhoni we find the perfect embodiment of this ambition. From a business standpoint, we don’t see ourselves in competition with other sports brands, we are in direct competition with lethargy, procrastination and the old way doing things. We have invested in design, in research, in production capabilities, but our biggest investment is our faith in the young generation of today’s India.”
