Nike is consolidating its India operations by laying off a chunk of its already diminishing workforce in the country. The brand has also shelved plans to open a back office in Bengaluru. Signaling the diminishing importance of Indian market for the brand, Nike had earlier shut 35 per cent India stores in 2016, following it up by reducing the number of stores to around 150 or lower in 2019. During the same period, the company had also let go of a significant number of employees, while absorbing some in Southeast Asia operations.
Henceforth, New Delhi-based SSIPL, which runs Nike stores in India, will play a bigger role for the company. Unlike other global sportswear companies, Nike did not localize its products for India, as a result it found it difficult to cut losses in the market.
