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. Born in the historic workshops of pre-partition Sialkot, nurtured in the cultural heart of Agra, and now thriving across modern India, ASE Sports embodies the spirit of athletic excellence and relentless innovation. Our journey began with the masterful crafting of cricket bats that found their way into the hands of international champions across 46 countries. Today, we channel that same passion and precision into creating revolutionary sports footwear that empowers athletes at every level.

     What started as a family’s dedication to sporting excellence in the 1940s has transformed into one of India’s most trusted names in sports footwear. 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. 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.

     And in 1997 despite this success, the sons of Sushil Kumar Mahajan introduce a new brand, ASE. They established a manufacturing unit in Agra, focusing on high-quality sports shoes.