As an Associate Vice President, Global Partnerships, NBA India, Siddharth Chury works to extensively build the NBA’s consumer product portfolio for India. Chury leads strategic partnerships, brand licensing management, product merchandising, retail and e-commerce management, business development, marketing and sales for the NBA’s merchandising business in India. Chury portfolio spans from traditional consumer products such as apparel, footwear & accessories, sporting goods to newer licensing categories such as gaming and branded attractions.

Prior to joining NBA India in 2015, Chury served as the India head for the leading global adventure brand Merrell, as part of a joint venture of Tata International & Wolverine World Wide Inc. At Merrell, Chury was responsible for launching & building the brand in India and also developing the outdoor category in the country. Prior to his time at Merrell, Chury spent close to a decade at adidas in various roles across multiple verticals in the organization. Chury resides in Mumbai, India