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OUR HISTORY & LEGACY

Founded by a soldier. Trusted by soldiers. Built for every Indian who plays.

1959. A soldier hangs up his uniform but not his sense of duty.

Sh. Ved Parkash Anand fought in the Burma Campaign of World War II and was still in uniform on the day India raised her own flag. Most men would have called that a life's work. He called it training.

When his service ended, he found a new way to serve — through sport. He didn't open a shop. He didn't build a factory. He sat down in his own house in Jalandhar and began making athletic shoes by hand — running shoes, sports shoes, stitched one pair at a time. Anand Sports Industries (ASI) was born on a home floor, not a showroom floor.

His first customers came from the life he had just left. The Army knew this man and trusted his hands. Before ASI had a signboard, it had the nation's soldiers on its books.

In 1969 his son joined him, and in the early 1970s the family rented its first shop near Football Chowk — the sporting heart of the city — adding hosiery and sports goods to the shoes. Jalandhar's players, and every team passing through for a tournament, found their way to that counter. They never stopped coming.


The decades since have not been a straight line. There have been ups and downs — including a loss that came far too soon, and a generation that had to grow up overnight to carry the name forward. But the name was carried. Two brothers rebuilt ASI into everything it is today: 500+ products, retailers across India, and the honour of dressing India's Defence forces, Police, schools and colleges.

That is why our belief isn't a marketing line. It's inherited:

"Nation Before Self." Woh daalo jo desh ka jawaan daale — wear what the nation's soldier wears.

Today the fourth generation works a few hundred metres from that first rented shop. Same name. Same city. Same standard — and one promise: to raise it, so that the ones who come after us inherit something even greater than we did.

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OUR VISION

1959 was the warm-up.

We'll say it the way our founder would have — without hesitation:

Our vision is to make ASI the No. 1 Made in-India global sportswear brand.

Not "one of the best." Not "a proud alternative." Number one — designed in India, made in India, worn by the world.

We're chasing two horizons at once:

Every pincode of India. From metro gyms to village maidans, we want ASI wherever Indians play — because a fitter, sportier India was the whole point in 1959, and that mission doesn't retire.

Every stage of the world. We believe the day is coming when Made-in-India isn't the underdog label but the one to beat — when the same hands that dress our jawaans dress the world's athletes, stitch for stitch finer than any import.

And as we climb, we carry others with us — backing grassroots sport and young athletes. Because today's schoolkid on a dusty ground is tomorrow's champion, and someone has to believe in them first.

Our great-grandfather once fought under another nation's flag. Four generations later, our dream is to raise India's own — over every playground, every podium, every corner of the sporting world.

Game on.

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OUR MISSION

The mission hasn't changed since 1959. Only the scale has.

Our founder started ASI to promote sports among his fellow Indians. Sixty five years later, that is still the job description.

Every morning in Jalandhar — on our factory floor and in our showroom — we chase two things most brands insist cannot go together:

Quality that outlasts the price. And prices that keep sport affordable for every Indian.

We can promise both for one simple reason: we are the manufacturer. Every ASI product is designed, cut, stitched and checked by our own hands, in our own city. No middlemen adding cost. No shortcuts hiding in the seams. Factory honest quality, at a factory-honest price.

And we work the way a soldier's family works:

  • A soldier's discipline & honesty — our word is our warranty.
  • No-compromise quality checks — if it can't survive the game, it never leaves our floor.
  • Fair, honest pricing — we'd rather win a customer for life than a margin for a day.
  • Made-in-India pride — from Indian hands to Indian playgrounds.

And we make it all without costing the Earth.

Most ASI fabric begins life as discarded plastic: PET bottles collected, recycled and reborn as high-performance sportswear. The bottle that would have choked a river becomes the jersey that runs a marathon.

Because sport should build a healthier India — not a dirtier one. Who is all this for? Everyone the game touches. The schoolkid at morning practice. The gym goer on rep nineteen. The family walking at sunrise. The team in the final. The jawaan on duty. From 8 to 80 — if you play, ASI is yours.

That's what we mean by: ASI — Sporting Up Your Life.