In a race for success, if your foot is firmly on the ground and your spirit soaring, there is all likelihood that you will reach the final goal. The popular saying in sports is equally true for business, which has been amply proved by Andreas Gellner, Managing Director of Adidas India. Taking over the rein of the company's operation in India in August 2004, Andreas disapproved the theory that India was not the right place for selling high-end expensive shoes. Gellner, who is an extremely bullish about the Indian market, is confident about taking India to the top three markets for the German sports goods manufacturer in Asia. Gellner has close to 10 years of experience in Adidas.

He joined Adidas in 1995 in Germany. In October 2000, he became one of the youngest ever-Managing Directors of Adidas when he was promoted to the role of Managing Director of Adidas Malaysia. Under his leadership, Adidas Malaysia has consistently been one of the top countries in Region Asia Pacific over the past few years. Andreas's ability to take on the challenges and guide Adidas to a leadership position in the growing India market has earned him dollops of accolades from the people who are in the business of selling apparels and footwear.

Gellner's strategy has been to focus on premium segment as it was showing high growth. Apparel, which contribute more than half of its total unit shipments compared to shoes and contribute 40 per cent in value terms, are also on the strategy radar. To enhance its brand presence, Adidas India, Gellner announced its plans to promote the game of tennis at three levels in India: the nurturing and recognition of young talent through scholarships, sponsorship and association with key tennis events in the country and the launch of high performance tennis sportswear.

He also said that Adidas is looking at making India the hub of activity for South-East Asia, overseeing operations in Pakistan, Bangladesh, Sri Lanka, Nepal, and Maldives in the next two-three years. According to Gellner, retail in India is witnessing a huge revamping exercise. Organized retail at present comprises merely 2 per cent of the total market in India which would mean that the untapped segment amounts to an astounding Rs. 9,800 billion (approx. $225 billion). In India, more and more brands are getting more serious and focused on exploiting the potential of the Indian market. This leads to more customized offerings to meet the local flavour and budgets as well as investments in better quality shopping environments. With the massive expansion plans afoot and Gellner sporting his trademark never-say die attitude, Adidas is sure to shake many of its rivals in India.