The National Basketball Association (NBA) has joined forces with contemporary clothing brand Bhaane for a multi-year collaboration, resulting in the launch of NBAStore.in. This online platform offers a diverse array of official NBA merchandise in India, ranging from jerseys and apparel to performance footwear and accessories. The collaboration aims to capitalize on the thriving e-commerce industry and growing interest in the NBA in India. NBA India’s Sunny Malik expressed excitement about making basketball more accessible, while Bhaane’s CEO Anand Ahuja highlighted the significance of partnering with one of the world’s largest sports leagues. The announcement coincided with the kickoff of the 2023-24 NBA season broadcasts in India.