Tech major Accenture partners with PUMA India to build next gen supply chain network

Sports brand PUMA India and global consulting firm Accenture have joined forces to enhance PUMA’s supply chain and distribution network in India.

Using digital twin technology, Accenture aims to help PUMA speed up order fulfillment while reducing operating costs.

The collaboration marks a step forward in PUMA’s goal to streamline logistics, enabling faster product delivery to customers across India’s states and territories.

Enhanced logistics and efficiency

Accenture’s advanced analytics have enabled a comprehensive redesign of PUMA India’s supply chain model, spanning from large hubs to regional warehouses.

The transformation focuses on faster dispatch times and a more efficient flow of materials, optimizing layout and fulfillment processes to meet the needs of India’s growing consumer base.

The improved logistics approach is expected to bring down shipping costs, aligning with PUMA’s commitment to adapt to consumer expectations with quicker and more cost-effective deliveries.

Projected outcomes

The integration of Accenture’s solution into both PUMA India’s online and offline channels aims to increase delivery speeds by up to 70% and lower supply chain expenses by about 10%.

Additionally, the company anticipates doubling its express-delivery capacity for online orders. This move positions PUMA to handle higher customer demand and further reinforces its reputation for efficiency in the fast-paced world of sports retail.

Leadership comments

Karthik Balagopalan, managing director of PUMA India, noted that in a competitive market, “speed and efficiency are key to providing an excellent brand experience and building customer loyalty.”

He highlighted that the collaboration with Accenture is a strategic move to build a robust, data-driven supply chain that can adapt to changing consumer needs.

Saurabh Kumar Sahu, head of Accenture’s India operations, explained that brands must “reinvent their supply chains to improve speed to market, scale operations, and remain agile and sustainable.”

According to Sahu, the collaboration with PUMA sets a foundation for long-term profitability, enhanced efficiency, and environmental responsibility.

Sustainability initiatives

The collaboration is expected to help PUMA India achieve its sustainability goals faster, through reduction in carbon emissions by being closer to both consumers and suppliers.

Accenture has also worked with third-party logistics partners to equip PUMA India’s fulfillment centers with sustainable infrastructure such as solar power, reusable assets, and electric vehicle (EV) charging stations.