ADITYA Birla Fashion and Retail Limited (ABFRL), an Indian fashion retail company, on Tuesday (14) said it would buy exclusive rights to sell global sportswear brand Reebok’s products in the country’s market both online and offline.

The deal marks ABFRL’s entry into the fast-growing sports and active wear segment in India which has been growing rapidly over the last few years due to the youth’s rising health consciousness and the adoption of active lifestyles. The segment is expected to grow to $13 billon (£9.8 billion) by FY24 at an annual growth rate of 14 per cent.

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