Fabindia, one of India’s leading lifestyle retail brands announced its partnership with Star Sports, the official broadcaster of VIVO IPL 2019. As a style partner, Fabindia will style anchors, experts and commentators across all feeds on all match days on the Maruti Suzuki Cricket Live show. “Cricket’s popularity and universal appeal resonates across India. It is this synergistic appeal that we are very excited about, and are looking forward to the association with Maruti Suzuki Cricket Live where the male anchors will sport Fabindia’s men’s wear. The program will be telecast in seven regional languages along with English – the reach was close to 350 million last year." said Viney Singh, Managing Director, Fabindia, speaking about the collaboration. Commenting on the brand’s first-ever marketing partnership with cricket Karan Kumar, Chief Brand & Marketing Officer, Fabindia said, “One essential element of our marketing strategy has been to help our consumers re-contextualize our products and emphasize on their innate ability to be a part of their everyday lives. The western casual wear category for men is especially important for us. We believe that the Maruti Suzuki Cricket Live’s unparalleled reach combined with the sartorial style of its anchors would be a great platform to showcase the versatility of our product language to almost a billion people across the country.” VIVO IPL 2019, goes live on March 23rd until May 12th 2019. This season, which is the 12th, Star Sports is targeting a TV reach across sports and movie channels, and will have feeds across eight languages -Hindi, English, Tamil, Telugu, Kannada, Marathi and Bengali, on TV and through the digital video application, Hotstar. With 293 stores across 105 cities in India and 14 international stores, Fabindia Overseas Private Limited is India’s leading retail platform for a wide range of products produced by artisans living largely in rural areas. Fabindia aims to blend indigenous craft techniques with contemporary designs, presenting aesthetic and affordable handcrafted products to today’s consumers using natural materials and fibres. The product range extends from a large variety of apparel for men, women and children to home furnishings, furniture, gifts, jewellery, organic food, and personal care products.