Motilal Oswal maps IPL supply chain

Motilal Oswal Ltd. used an August 8 social media thread to map the movement of Indian Premier League merchandise from central warehouses to stadium counters and online orders, describing a system built on inventory visibility, demand planning and rapid replenishment. The brokerage’s post outlined a chain that starts with licensed production, moves through central hubs and city-level fulfillment, and then splits between venue sales and e-commerce sync with FanCode. The thread also cited India’s licensed sports merchandise market at about $1.13 billion in 2025. The thread arrived against a shifting backdrop for one of the named retail participants. FanCode Shop, which had positioned itself as a destination for official sports merchandise and partnered with Flipkart in March 2025, later decided to wind down the merchandise business, with operations set to continue until October 2025, according to company statements reported by The Economic Times and Moneycontrol. (imarcgroup.com) ### How did Motilal Oswal say the IPL merchandise chain works? Motilal Oswal’s post described a merchandise flow that begins with centralized inventory hubs and then feeds stadium fulfillment centers and online channels. The firm said stock is allocated against match schedules and city demand, with venue inventory and e-commerce orders coordinated so teams and sellers can avoid stockouts during peak match windows. (storiesflistgv2.blob.core.windows.net) The same thread highlighted RFID and barcode use for tracking merchandise movement and inventory status. Motilal Oswal said those tools support visibility across hubs, stadium points and order processing, allowing operators to trace stock and reconcile sales across channels. ### Why does FanCode matter in this map? FanCode Shop was one of the few named consumer-facing platforms tied directly to official sports merchandise in India. (x.com) Flipkart said on March 20, 2025 that it had partnered with FanCode Shop to bring official merchandise to its SuperCoin users, including gear from IPL teams such as Rajasthan Royals, Mumbai Indians, Kolkata Knight Riders, Punjab Kings, Gujarat Titans, Delhi Capitals, Lucknow Super Giants and Sunrisers Hyderabad. Moneycontrol reported on March 24, 2025 that IPL sales at FC Shop had doubled year-on-year from 2022-23 to 2023-24. The same report said FanCode had tied up with Rajasthan Royals as the team’s official jersey manufacturing partner, overseeing design, manufacturing, marketing and distribution for the franchise’s official merchandise. (storiesflistgv2.blob.core.windows.net) ### What does the $1.13 billion number refer to? IMARC Group said India’s licensed sports merchandise market reached $1.13 billion in 2025 and projected it would reach about $1.50 billion by 2034. The research firm said demand was being driven by higher sports engagement, expanding fan bases and a preference for authentic products tied to teams and leagues. The Economic Times cited a similar market estimate when reporting FanCode Shop’s closure plans in August 2025, putting the India market at about $1.1 billion in 2024 and projecting further growth over the next decade. (moneycontrol.com) ### Did the operating model outlast the retailer named in the thread? (imarcgroup.com) FanCode said in 2025 that it had chosen to redirect resources to its core content product. The Economic Times reported that the decision to wind down the merchandise business was taken in June 2025, with FanCode Shop continuing to run until October while fulfilling existing orders. (economictimes.indiatimes.com) That timeline means Motilal Oswal’s thread described a supply-chain model that was visible in the market even though one of the better-known merchandise platforms later exited the category. The firm’s post framed the operating system — central hubs, match-led allocation, venue fulfillment and digital sync — as a template that could be applied beyond one retailer. That is an inference from the thread’s structure and wording, rather than a separately announced expansion plan. (economictimes.indiatimes.com) ### Where does the next verifiable marker sit? October 2025 was the end date FanCode gave for running FanCode Shop while fulfilling placed orders, according to reporting by The Economic Times. March 20, 2025 remains the dated reference point for Flipkart’s FanCode Shop partnership, and IMARC’s 2034 forecast is the published long-range market marker attached to the category. (storiesflistgv2.blob.core.windows.net) (x.com)