Thiruvananthapuram-based brand, Hyve, is the official sportswear partner of Chennai Super Kings

When Chennai Super Kings (CSK) begins their campaign at the 19th edition of the Indian Premier League, Thiruvananthapuram will be cheering for its hometown hero, Sanju Samson. The Kerala capital has something else also to be excited about. Hyve, a homegrown brand, functioning from KINFRA International Apparel Park, near Kazhakkoottam, is the official sportswear partner of the CSK.

“Hyve has entered into a two-year contract with the team. We are manufacturing CSK merchandise, including T shirts and accessories, except the players’ jersey, bags and flasks. We have finalised 29 products of which 14 are already available,” says Rakesh. This includes fan jerseys, polo shirts, casuals, arm sleeves, totes, sling bags, duffle bags, coffee mugs, caps, waist pouch, steel bottle etc.

A model sporting Chennai Super Kings’ merchandise from Hyve such as fan jersey and waist pouch.
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Special Arrangement

Among the upcoming products is an off-shoulder T shirt celebrating Mahendra Singh Dhoni, with the name Thala 7, brought out in collaboration with Myntra. Last year Myntra had done one for Virat Kohli, Rakesh says.

He adds that while the bottles are imported, all the other products are manufactured at KINFRA by his 200-member workforce.

An alumni of IIM-Ahmedabad, Rakesh launched the company in 2018 to manufacture bespoke jerseys for corporates and sports teams. The retail brand, Hyve, was launched in 2023.

As per the agreement, Hyve has the licence to use CSK IPs such as their logo, slogan, images, content featuring players etc. “We can sell the products in the stadium and via our website,” he says.

Rakesh Rajeev, founder of Hyve.
| Photo Credit:
Special Arrangement

Rakesh says that in the last IPL, a Bengaluru-based company had done the merchandise for CSK and RCB (Royal Challengers Bengaluru). “This season they are doing it only for RCB. This opportunity was unexpected. I had met one of their officials at a meeting and had introduced our brand and products. To our surprise, they showed interest in us,” Rakesh says.

In a press statement, Chennai Super Kings’s Managing Director, Kasi Viswanathan, says, “We are highly impressed with the youthful exuberance of new-age D2C brands like Hyve. Right from the first meeting, they have demonstrated how modern-day businesses thrive on fast-paced execution.”

Rakesh points out that Hyve plans to bring out at least 50,000 pieces of the merchandise. They are available on Hyve’s online store and the CSK Store.

CSK takes on Rajasthan Royals in its first match on March 30. The tournament begins on March 28.