Cricket is more than just a sport in India; it’s a fashion statement, a religion, and a multibillion-dollar advertisement. In the most recent power play off the field, sportswear company playR has clean-bowled the merchandising game by collaborating with not one, but three IPL giants—Chennai Super Kings, Gujarat Titans, and Sunrisers Hyderabad—for the 2025 season.

The deal, announced in Mumbai in April, marks playR’s stylish innings as the official merchandising partner for these fan-favorite franchises.  The brand, driven by Icorets Private Limited, currently handles the creation, marketing, and sales of the teams’ official uniforms both online and offline.

What was the result?  Just weeks after its release, the merchandising frenzy has already resulted in over 30,000 units sold. And, if early traction is any indication, playR is doing more than just riding the wave; it is also creating the surfboard.

“This is a significant milestone for playR,” said Ravi Kukreja, the company’s creator and Icorets director.  “Partnering with three of the heavy-lifters CSK, GT and SRH will help us build advanced added values further delivering the fans experience.”

From Chennai’s yellow army to Hyderabad’s orange brigade and Gujarat’s blue-and-gold crowd, the goal is simple: make premium fanwear available across every pin code—and beyond.  playR is aiming for maximum retail impact with an omni-channel approach that includes top-tier retail outlets as well as lightning-fast Q-commerce platforms.

Official apparel is also available globally via their website, https://playR.in, for those who like to shop from the comfort of their own couches.

So, don’t be surprised if you see a CSK shirt in your neighborhood grocery shop or a GT cap on a trip to Dubai.  That’s playR’s grand strategy in action: to transform cricket into fashion, one delivery at a time.

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Ravi Kukreja, creator of playR and director of iCOREts, argues that increasing fan connection, stronger digital penetration, and strategic collaborations with several clubs are driving a significant increase in demand for the sports goods brand playR this IPL season.

After a strong performance in FY25 with Rs. 55 crore (US $ 6.38 million), up from Rs. 36 crore (US $ 4.18 million) in FY24 and Rs 18 crore (US $ 2.1 million) in FY23, indicating a threefold increase in two years, the company is aiming for Rs. 75 crore (US $ 8.71 million) in sales for the current fiscal year (FY26).

The top-selling SKU this season is Chennai Super Kings (CSK) clothing, particularly the “Dhoni 7” shirt. Items relating to the Gujarat Titans and Sunrisers Hyderabad have also seen high demand.

Kukreja saw that custom jerseys and accessories are becoming increasingly popular as part of a growing trend in personalised fan clothing.

The company has developed an omnichannel strategy by cooperating with multiple retail locations, e-commerce platforms, and q-commerce platforms, thereby strengthening both its online and offline presence.

In order to increase accessibility, playR has increased its focus on tier 2 and tier 3 markets, leveraging local retail relationships, regional marketing campaigns, and logistics partnerships.

playR is now seeking outside funding to further its expansion as a result of continuous revenue growth and rising demand across regions.