Lotto is an Italian sports brand from Montebelluna, now owned by the American brand-management firm WHP Global. In India it is run under a long licence by Agilitas Sports, and it sells sneakers, running shoes, sliders and sportswear, mostly for ₹2,000 to ₹3,500.
The important thing for Indian buyers is that these are not imported Italian shoes. The pairs we checked were made in Noida. Across the 20 Lotto products we track, the typical piece sold for ₹2,399.
Lotto in India is an Italian name on Indian-made shoes, licensed since 2024 to Agilitas Sports and made at its Mochiko factory in Noida. There is no import duty inside the price. At a typical ₹2,399 it costs about the same as a discounted Puma or Adidas, so it has to win on fit and design rather than on a heritage premium. Its median discount is 52% off MRP.
Snapshot
- Founded
- More than 50 years ago in Montebelluna, Italy
- Founder
- Founded in Italy; today owned and licensed out by WHP Global
- Headquarters
- Brand owner WHP Global; Indian licensee Agilitas Sports
- Current owner
- WHP Global owns the brand. Agilitas Sports holds a long-term exclusive licence for India, Australia and South Africa, signed in April 2024
- Category
- Footwear first: sneakers, running shoes, sliders, with some sportswear
- Price band in India
- MRPs of ₹1,333 to ₹6,499; most pieces sell for ₹2,000 and above. Mid-range
- Available in India
- Official: Myntra and other marketplaces, through Agilitas
How it started
Lotto was founded in Montebelluna, Italy, more than 50 years ago. Today WHP Global owns the brand and licenses it to local operators.
India has been a bumpy market for it. Lotto has come in through several partners over two decades, and each one had a different plan. Agilitas Sports, led by Abhishek Ganguly, took a long-term licence in April 2024 and relaunched the brand here in 2025.
- Sierra Industrial EnterprisesAppointed licensee from January 2005
- Sports LifestyleExclusive licensee from 2007
- Columbus ShoesTook over making and selling shoes in 2011
- Agilitas SportsLong-term exclusive licence from April 2024
The current licence gives Agilitas the right to design, make, promote and sell Lotto in India, and Agilitas has publicly aimed for a ₹1,000 crore brand within five years.
What they actually make
Twelve of the 20 Lotto products we track are sneakers. Running shoes, sliders and track pants make up most of the rest. Agilitas also says it plans sportswear, accessories and sports equipment.
Manufacturing is local. Agilitas bought the Noida shoemaker Mochiko in September 2023 and said Lotto shoes would be made there. On 30 October 2026, three Lotto shoes we checked on Myntra listed India as the country of origin and named Mochiko Sports, C-18 Hosiery Complex, Noida, as the manufacturer. Agilitas Brands Private Limited was a seller on all three.
What Lotto costs in India
We looked at all 20 Lotto products listed on FashionAudit on 30 October 2026. The median MRP was ₹5,499 and the median selling price was ₹2,399.
- Typical MRP
- ₹5,499
- Typical selling price
- ₹2,399
- Gap
- 52% below MRP
- Checked on
- 30 October 2026
Median prices, FashionAudit listings, 30 October 2026. The blue part is what you pay.
On Myntra the same day, women’s running shoes marked ₹5,999 sold for ₹2,092, and a pair marked ₹2,624 sold for ₹1,154.
Typical selling price after each name. FashionAudit listings: Lotto 20, Puma 100, Asics 14, Adidas 44, Nike 58. Item mixes differ.
At ₹2,400, Lotto is not a cheap Italian import; it is a Noida-made shoe priced against a discounted Puma.
That is the comparison to make. A discounted Puma or Adidas pair sells for about ₹2,650, only ₹250 more than a typical Lotto. Nike holds its MRP and costs about twice as much. Lotto’s sneakers at a typical ₹3,239 cost more than the wider Puma list.
Who Lotto is actually for
Lotto suits someone who likes its designs and wants a European-styled sneaker or a running shoe at about ₹2,000 to ₹3,000, and who has tried it on. Sliders at about ₹1,000 are a low-risk way to test the brand.
It makes less sense if you are paying for Italian heritage, because the shoes you get here are Indian-made. Serious runners should also compare with specialist running brands.
Fair prices against Puma and Adidas
Made in India, so no import duty
A licensee with its own factory
Not an imported Italian shoe
Agilitas’s India record is still short
MRPs are about twice the real price
Reputation and controversies
Lotto’s recent history in India is mainly one of changing hands, which matters for after-sales support: the company answering your complaint today is not the one that sold shoes here a decade ago. Check that a pair is current stock from Agilitas.
Agilitas is a well-funded newcomer, having raised about ₹530 crore according to Inc42. Its ₹1,000 crore goal is a target for five years out, not a result.
Buying it in India
Check for Mochiko and Agilitas
Current Indian pairs name Mochiko Sports, Noida, as maker and often Agilitas Brands as seller. A different name may mean older stock.
Compare with a discounted Puma
Before you pay ₹2,500 or more, compare the same style with a discounted Puma or Adidas pair.
Do not pay for “Italian”
The name is Italian; these shoes are made in Noida. The price should reflect that.
Try sliders first
At about ₹1,000, sliders are a cheap way to test Lotto’s fit and finish before buying a costlier pair.
You can compare current Lotto prices on our Lotto shop page.
Common questions
Is Lotto an Italian brand?
It began in Montebelluna, Italy, and is now owned by the American firm WHP Global. In India it is run by Agilitas Sports under a long licence, and the shoes we checked were made in Noida.
Who owns Lotto in India?
WHP Global owns the brand. Agilitas Sports, led by Abhishek Ganguly, holds a long-term exclusive licence for India, Australia and South Africa, signed in April 2024.
Where are Lotto shoes made?
The pairs we checked on Myntra listed India as the country of origin, with Mochiko Sports, Noida, as the manufacturer. Agilitas bought Mochiko in September 2023.
Is Lotto better than Puma?
Not automatically. On 30 October 2026, Lotto’s typical product sold for ₹2,399 and Puma’s for ₹2,699. Compare the exact shoes, and try both for fit.
Why is Lotto cheaper than its MRP?
Like many brands in India, Lotto prices well above its real selling price. The median discount on the listings we checked was 52%.
How we research and verify brand audits: our methodology.
References
- WHP Global press release, April 2024 — ownership, licence, markets, Noida factory
- Inc42, 2024 — Agilitas funding, Mochiko factory plan
- Marca Money, July 2025 — Indian launch, Montebelluna origin, ₹1,000 crore goal, licence rights
- Business Standard, June 2011 — Columbus Shoes as shoe partner
- FashionUnited, May 2010 — Sports Lifestyle as licensee
- SGB Media — Sierra Industrial Enterprises as licensee from January 2005
- Myntra, Lotto listings, checked 30 October 2026 — country of origin, manufacturer, seller, prices
- FashionAudit Lotto listings, 30 October 2026 — MRP and selling-price analysis of 20 products, and comparison with Puma, Asics, Adidas and Nike
Lotto’s Indian revival is a credible one: a long licence, a funded operator and a factory in Noida. At about ₹2,400, the prices are reasonable and no import duty sits inside them.
But the Italian name is the brand’s biggest selling point and the least relevant fact about the shoe in your hand. It competes directly with discounted Puma and Adidas pairs, and it has no long Indian record to lean on.
Buy Lotto if it fits you better than a Puma at the same price, not because the name sounds Italian.
