At Delhi’s Lajpat Nagar market, stalls have been packed with team jerseys from around the world since the FIFA World Cup began. Most of them aren’t official kits. They’re look-alike versions that resemble the originals but use different fabric and stitching. The price gap driving demand An authentic jersey costs around ₹8,000-₹9,000. In Lajpat Nagar, known for budget shopping, similar copies sell for ₹600-₹1,100 depending on material quality. That big price difference reflects a larger change in how India buys sports gear. Jerseys are no longer just for match days. They’re now worn as everyday fashion. Oversized fits, retro club shirts, and football-style tees are being styled with jeans, cargos and sneakers. What was once a global streetwear staple is now catching on in Indian cities. From event buy to lifestyle category Industry players say the shift started about 5 years ago. Sports merchandise has moved from being tied to tournaments to becoming a year-round lifestyle segment. Brands now expect buyers to care more about authenticity, fit and design over time. “Fans today don’t just watch sports. They build communities around it online, and jerseys have become part of that identity,” said Dhruv Sayani, founder and MD of Ccigmaa Lifestyle & KT, a brand focused on sports culture and athlete collaborations. “India is still early compared to global markets, but the momentum is strong. Interest beyond cricket has jumped a lot in the last 3 years.” Market size and the middle ground The licensed sports merchandise market in India was pegged at about $361 million in 2025. It’s expected to grow to $517 million by 2032, at a CAGR of 5.3% from 2026 to 2032, according to industry estimates. With India’s huge consumer base, there’s clear room to grow. But many shoppers still hesitate to spend a large chunk of income on official kits. That keeps demand high for cheaper alternatives. This has opened space for a new middle segment. Between counterfeit jerseys at ₹400-₹1,000 and official ones at ₹7,000-₹9,000, brands are launching design-led, casual football-inspired apparel. The idea: let fans show team pride without the premium price tag. Post navigation End Of An Era — Rohit Sharma Bids Goodbye To ODIs
