SEVEN is an Indian

lifestyle brand A lifestyle brand is a brand that is intended to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of maki ...

that manufactures and markets casual and sportswear

clothing Clothing (also known as clothes, garments, dress, apparel, or attire) is any item worn on a human human body, body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin s ...

and

footwear Footwear refers to garments worn on the feet, which typically serve the purpose of protective clothing, protection against adversities of the environment such as wear from rough ground; stability on slippery ground; and temperature. *Shoes and si ...

. The brand was launched in February 2016 by Indian

cricket Cricket is a Bat-and-ball games, bat-and-ball game played between two Sports team, teams of eleven players on a cricket field, field, at the centre of which is a cricket pitch, pitch with a wicket at each end, each comprising two Bail (cr ...

er and former

captain Captain is a title, an appellative for the commanding officer of a military unit; the supreme leader or highest rank officer of a navy ship, merchant ship, aeroplane, spacecraft, or other vessel; or the commander of a port, fire or police depa ...

of the Indian national cricket team, Mahendra Singh Dhoni and RS Seven Lifestyle. Dhoni is the

brand ambassador A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the ...

of SEVEN and also owns footwear side of the business.

Background

SEVEN was launched by RS Seven Lifestyle (owned by Rhiti Group) and MS Dhoni on 19 February 2016 in

New Delhi New Delhi (; ) is the Capital city, capital of India and a part of the Delhi, National Capital Territory of Delhi (NCT). New Delhi is the seat of all three branches of the Government of India, hosting the Rashtrapati Bhavan, New Parliament ...

. Dhoni was announced as the global brand ambassador. The brand was launched as a lifestyle brand, with plans to manufacture and market sportswear; both clothing and footwear. Clothing and

fashion accessory In fashion, an accessory is an item used to contribute, in a secondary manner, to an individual's outfit. Accessories are often chosen to complete an outfit and complement the wearer's look. They have the capacity to further express an individua ...

side of the brand is owned by RS Seven Lifestyle whereas footwear side of the brand is owned by MS Dhoni. Dhoni also has a

licensing agreement A license (American English) or licence (Commonwealth English) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another part ...

with RS seven. to were spent by investors in development and distributions of the brand. Manufacturing for the brand is done in India, China and Vietnam.

Brand name

The brand name ''SEVEN'' coincides with the ODI and T20 shirt number of MS Dhoni. ''SEVEN'' is the official kit sponsor of Chennai Super Kings in IPL and Joburg Super Kings in SA20 and Texas Super Kings in Major Cricket League

Sponsorship

It previously has sponsored I-League 2nd Division side ARA FC, based in Ahmedabad.

Distribution and stores

SEVEN has fifteen distributors in

India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...

. It also has distributors in the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

and in the

Middle East The Middle East (term originally coined in English language) is a geopolitical region encompassing the Arabian Peninsula, the Levant, Turkey, Egypt, Iran, and Iraq. The term came into widespread usage by the United Kingdom and western Eur ...

Flipkart Flipkart Inc. is an Indian e-commerce company, headquartered in Bangalore, and incorporated in Singapore as a private limited company. The company initially focused on online book sales before expanding into other product categories such as con ...

is the official

e-commerce E-commerce (electronic commerce) refers to commercial activities including the electronic buying or selling products and services which are conducted on online platforms or over the Internet. E-commerce draws on technologies such as mobile co ...

partner of the brand. The brand is available at more than 300 multi-brand retail stores in India. On 20 July 2017, the first outlet of SEVEN was launched in Dhoni's hometown

Ranchi Ranchi (; ) is the capital city and also the largest district by population of the Indian state of Jharkhand. Ranchi was the centre of the Jharkhand movement, which called for a separate state for the tribal regions of South Bihar, northern ...

References

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External links