Kelme has announced the appointment of a new Indian partner, Shivas Group, that will take over the distribution of the Spanish brand in India from Global Overseas. The latter had already started working with Shivas, a retail management company specializing in running networks of franchised single-brand stores for many international brands including Fila, Nike, Oakley, Puma and Reebok. Under a new 12-year distribution and license agreement, Shivas will also have exclusive rights for Kelme's distribution in Bangladesh, Pakistan, Sri Lanka and Singapore. Shivas has committed itself to open two Kelme retail stores in India before the end of this year, adding to the existing network of eight single-brand doors. There should be about 50 by 2015, when the brand should also have a presence in 200 multi-brand outlets. Shivas will also operate a permanent Kelme store at the Buddh International Circuit, the venue for the Formula 1 automotive race in India, as its official merchandise partner. Led by O.P. Sharma and based in New Delhi, Shivas has been operating since 1999. It makes an annual turnover of about $10 million from the sale of major sports and fashion brands.

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