NBA India: NBA ropes in Bhaane to drive its e-commerce platform in India

The National Basketball Association (NBA) and Bhaane Private Limited, an indigenous contemporary apparel brand, have signed a multi-year collaboration for Bhaane to operate The online store provides fans in India with the most comprehensive selection of official NBA merchandise ever available in the country.

During the season, will offer fans across India a range of authentic NBA merchandise and memorabilia, including current and former player jerseys, apparel, headwear, performance and casual footwear, basketball, accessories , and more from big brands like Nike , New Era, Mitchell & Ness, Wilson and NBA Fanwear by Suditi.

Fans who purchase merchandise from will also be eligible to enter contests run by Bhaane to win a range of prizes, including tickets to regular season NBA games in the US and NBA All-Star games.

“We are excited to work with Bhaane to launch, furthering our commitment to making basketball and the NBA more accessible to fans across India,” said NBA India Head of Global Business Partnerships and Media Sunny Malik.

“The launch of our most comprehensive store dedicated to fans in India comes at a time of booming e-commerce industry in India and interest in the NBA. Through this collaboration, NPA is poised to capitalize on this growth and cater to the growing demand for authentic goods and fashion apparel in the Indian market.”

“The NBA is one of the biggest sports leagues in the world, and we are excited to collaborate with them on their official online store in India,” said Anand Ahuja, Founder and CEO of Bhaane. “This is a significant milestone for Bhaane, allowing us to blend our distinctive fashion philosophy with the global appeal of NFA. Through this platform, we aim to redefine the way fans connect with basketball and express their love for the game through cutting-edge and authentic products.” The 2023-24 NBA season ended its broadcasts in India on October 25. The games will be broadcast live in India on Sports18-1, Sports18 Khel, JioCinema, and NBA League Pass, the league’s premium live game subscription service available through the NBA App.

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