Bhupathi's latest ace - sports apparel brand Zeven

Tennis star Mahesh Bhupathi has launched a sports apparel and accessories brand called Zeven to cash in on the rising popularity of this category of apparel.

Bhupathi, along with former Nike Country Manager South Asia Hemchandra Javeri, will focus on building Zeven as a multi-sport, multi-product and multi-channel brand in India, according to PTI.

"With Zeven, we want to create a brand the country will be proud of. We plan to cover all sports, hence we have signed great names including Khushbir for our speed walk category and Lara for gym and fitness," Bhupathi said.

"With Zeven, we want to build a sports community in the country where people can play, discuss and live sports. We will offer the best products at affordable prices, tailor made for India. We are starting with footwear and apparel and will expand in the coming months across sports and range," Zeven Co-Founder and Chairman Javeri said.

He said the company has spent about $5 million in market research and trials in the last couple of years. The brand will focus across sports like hockey, cricket, football, badminton and tennis.

"The products will be designed in India but sourcing will be done globally. The footwear will be made in China, while apparel will be manufactured in India, Sri Lanka and other countries. We have paid special attention to Indian culture and requirements, keeping in mind body fit, size and comfort," he said.

Zeven will start selling these products (Rs 1,900 onwards) through its own portal and is in discussions with other marketplaces to expand its reach, Javeri said.

The company is also looking at retailing its products through modern offline retail as well as sports-focused stores. He declined to comment on revenue targets, saying it was still early as the brand has just being launched.