Cult.Sport expands cash on delivery offering with GoKwik

Sportswear and footwear brand Cult.Sport has partnered with e-commerce enabler GoKwik to expand its cash on delivery offering for its direct to customer e-commerce store. With this move, the brand aims to bring new customers onboard, especially in non-metro locations where cash is a preferred form of payment. 

“We believe India is a country with a billion sports people, where only a few take the field,” said Cult.Sport’s managing director Shamik Sharma, India Retailing reported. “Therefore, we want to enable India to say ‘Yes’ to playing sport. Partnering with GoKwik will help us streamline and solve on-ground logistics challenges and be future-ready with the technology.”

Cult.Sport counts around 44% of its orders as coming from Tier 3 cities where shoppers mainly prefer to pay in cash. Expanding cash on delivery services would make e-commerce more accessible to consumers in these locations. 

“Cult.Sport is helping India adopt an active lifestyle,” said GoKwik’s chief executive officer Chirag Taneja, India Retailing reported. “Their digital-first approach in providing all fitness products under one roof has contributed to their immense growth in this sector.”

Mukesh Bansal and Ankit Nagori launched Cult.Sport in 2016 to offer active wear, sneakers sporting goods, cycles, and fitness equipment to active Indians, according to its website. The brand has a modern, bright aesthetic and aims to appeal to multiple age groups.