RCB plots lifestyle pivot: Puma athleisure scale-up, 12-15 Bar & Cafe outlets under new Birla-Blackstone consortium
CEO Rajesh Menon is reframing Royal Challengers Bengaluru from cricket franchise to lifestyle brand, scaling the Puma athleisure tie-up and rolling out RCB Bar & Cafe to 12-15 outlets, while adding kids wear, formal wear and gaming. The pivot lands as Aditya Birla Group, Blackstone, Times Internet and Bolt Ventures take over ownership.
RCB CEO Rajesh Menon outlines lifestyle brand expansion plans including Puma athleisure tie-up scaling, RCB Bar & Cafe rollout to 12-15 outlets, kids/formal wear and gaming categories, as new consortium owners (Aditya Birla, Blackstone, Times Internet, Bolt) take over.
Also reported by
- Forbes India — Same time