About us
Our Legacy in Sports Manufacturing
In the early 1940s, before the partition of India and Pakistan, our forefathers were renowned manufacturers of quality English willow and Kashmir willow cricket bats in Sialkot, Pakistan. This tradition of craftsmanship laid the foundation for our enduring legacy in the sports industry.
After the partition in 1948, Sushil Kumar Mahajan, along with his three brothers, relocated to Agra. Here they established a new firm, “Vijay Industries,” and began trading in cricket bats, hockey sticks, and other sports-related articles. Our cricket bats quickly gained international acclaim, being exported to 46 countries worldwide. In 1983, the cricket teams of West Indies, Kenya, and India used our bats, and numerous professional players visited our company to customize their bats to their precise requirements.
However, around 1985 brought unforeseen challenges, including a significant shift in the bat manufacturing industry from
Agra to Kashmir. Adapting to these changes, we pivoted from cricket bats to sports shoes,launching our first brand, Royal Sports Corporation (RSC). Our sports shoes gained widespread popularity across India.
Despite this success, internal mismanagement and the complexities of family division led the sons of Sushil Kumar Mahajan—Harish Mahajan, Suresh Mahajan, Pradeep Mahajan, and Puneet Mahajan—to introduce a new brand, ASE, in 1997. They established a manufacturing unit in Agra, focusing on high-quality sports shoes.
Building on the positive market response, we expanded further by launching another brand, PRO ASE, in 2008. A new plant was set up in Bahadurgarh, Haryana, significantly increasing our daily production capacity. Today, we cater to all categories of sports shoes and various sports-related articles, with a robust network of over 1,200 retailers across India who resell ASE and PRO ASE products.
Our journey from Sialkot to Agra, and from cricket bats to sports shoes, is a testament to our commitment to quality, innovation, and customer satisfaction. As we continue to grow and evolve, we remain dedicated to upholding the legacy of excellence established by our forefathers.
Mission Statement:
Our mission is to design, manufacture, and deliver innovative, high-quality sports footwear that empowers athletes of all levels to achieve their best performance. We are committed to sustainability, excellence in craftsmanship, and leveraging cutting-edge technology to enhance the comfort, durability, and functionality of our products.
Vision Statement:
Our vision is to be a global leader in the sports footwear industry, recognized for our passion for sport, innovation, and sustainability. We aspire to set new standards in product excellence and customer satisfaction, creating a brand that athletes and sports enthusiasts worldwide trust and prefer.
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our history
At AseSports, we began with a simple mission: to craft high-performance shoes that don’t compromise on style. From humble beginnings to becoming a global leader in footwear, our journey is fueled by a passion for innovation and quality.
ROUTES AVAILABLE
Whether you're hitting the trails or pounding the pavement, we have the perfect shoe for every route. Explore our extensive collection designed to enhance your every step and elevate your running experience.
TAKE A TOUR
Get a behind-the-scenes look at how we design and manufacture our shoes. Join us on a virtual tour and see firsthand the craftsmanship that goes into every pair we create. Visit our factory and showroom from the comfort of your home.
success story
From elite athletes to weekend warriors, our shoes have been the foundation of countless success stories. Hear from our community about how AseSports has helped them achieve their goals, one step at a time.
SPORTS shoes
