India wins Asia’s Iconic Brand 2025, redefining collectibles culture with global trading cards and community-driven fandom.
India Asia Iconic Brand
Topps India gets honoured as Asia’s Iconic Brand in the category of Collectibles and Trading Cards at the Asian Brand and Leadership Conclave 2025 organised by The Brand Story for redefining India’s collectibles culture by blending global passion with local passions.
The vibrant hall of Amari, Bangkok came alive with insight, inspiration, and the spirit of Asian excellence at the Asian Brand and Leadership Conclave 2025, hosted by The Brand Story with BRICS Chamber of Commerce and Industry as the Industry Partner, and Ernst & Young LLP as Process Advisors. The conclave brought together influential leaders, innovators, and industry visionaries from across Asia under the theme, “Innovating Tomorrow: Leading With Vision and Impact.”
Renowned for its credibility and high standards of evaluation, the conclave recognised top-performing organisations across diverse sectors, applauding their contributions to innovation, leadership, and socio-economic progress. With global media presence and participation from industry experts, the prestigious platform reaffirmed its position as one of Asia’s most influential hubs for brand recognition.
A Vision Rooted in Passion and Belonging
From its establishment in 2012, Topps India has redefined the collectibles landscape in the country, bringing internationally acclaimed products like Match Attax to Indian fans, while introducing formats that speak to local passions and nostalgia. At its core, Topps India is driven by a simple yet profound purpose - to build India’s most passionate and inclusive collector community, one card, one story, and one fan at a time. With each collection released, the brand invites fans to become part of a larger narrative, where cards are more than printed images they are memories, emotions, and tokens of belonging. This deep-rooted vision has been central to Topps India’s journey from a niche player to an industry pioneer.
Match Attax: The Game-Changer
Among Topps India’s standout successes is Match Attax, the official UEFA Champions League trading card game. Over the years, it has transformed from a niche collectible into a nationwide phenomenon, recording consistent year-on-year growth. Today, Match Attax cards are exchanged and cherished in schools, gaming communities, and retail spaces across India. The game’s growing popularity has cemented Topps India’s position as a market leader in football collectibles.
Bridging Borders Through Collecting
Topps India’s genius lies in its ability to bridge global culture with Indian sentiment. By offering globally licensed collectibles from UEFA Champions League to WWE while infusing them with locally relevant fan engagement, the brand creates a cultural crossover that appeals to both seasoned collectors and first-time fans. This bridge is built on nostalgia, the thrill of the chase for rare cards, and the joy of discovering a shared passion within a diverse community.
An Expansive Retail and Digital Presence
The brand’s growth has been amplified by its robust retail distribution network and strong digital footprint. From modern trade outlets to toy stores, bookstores, and leading e-commerce platforms, Topps India ensures that its products are visible, accessible, and exciting to a wide spectrum of consumers. This omnichannel presence plays a pivotal role in mainstreaming the hobby of collecting in India.
Authenticity Through Global Licenses
With official licenses for premium global properties such as UEFA Champions League and WWE, Topps India offers unmatched authenticity and desirability. Every card comes with the assurance of being an officially sanctioned collectible, enhancing its appeal and long-term value. This commitment to authenticity has been a cornerstone of building trust and loyalty among collectors.
A Movement Fueled by Community Engagement
Beyond products, Topps India has invested heavily in community-first marketing and experiential events. Initiatives such as the National Attax Championships, Comic Cons, collectors’ meetups, and high-energy card “ripping” sessions have helped create a movement where fans interact, compete, and celebrate their shared love for collecting. These engagements turn casual buyers into dedicated collectors, and collectors into brand advocates.
A Future of Expanding Universes
Looking forward, Topps India is set to broaden its horizons beyond sports, venturing deeper into pop culture, anime, entertainment, and gaming. The brand also has ambitious plans to develop India-centric collectibles, celebrating cricket legends, regional heroes, and cultural icons that resonate deeply with local audiences. Expansion into Tier 2 and Tier 3 cities will further democratise access to the joy of collecting, ensuring it’s not confined to metropolitan hubs.
Recognition at the Asian Brand and Leadership Conclave 2025
The Asia’s Iconic Brand award at the Asian Brand and Leadership Conclave 2025 is a fitting acknowledgment of Topps India’s decade-long dedication to turning fandom into lasting connections. The Conclave, attended by some of Asia’s most influential business leaders, innovators, and changemakers, celebrated brands that have demonstrated innovation, cultural relevance, and consumer trust on a large scale.
Mr. Pravin Kalnawat, Senior Director, Business and Operations, Topps India, said, “It is truly gratifying to be recognised at the Asian Brand and Leadership Conclave 2025. As part of Fanatics, a global multinational organisation, Topps India is playing a pivotal role in shaping India’s collectibles culture-educating audiences on what to collect, why it matters, and the lasting value collectibles can hold across generations. With the recent introduction of Premier League and NBA products in India, we are bringing globally loved sports properties closer to Indian fans - products that resonate deeply with today’s audiences and reflect their evolving interests.”
Leadership Congratulates Topps India
Dr. Abhay Kaushik, Managing Director and Editor-in-Chief, The Brand Story, remarked “Topps India has not only pioneered card collecting at scale in India but has also transformed it into a cultural movement. Their ability to merge international fandoms with India’s unique passions is a testament to their innovation and deep understanding of their audience. The Brand Story is proud to honour Topps India as Asia’s Iconic Brand at the Asian Brand and Leadership Conclave 2025.”
Mr. Siddesh Pathre, Managing Partner, The Brand Story, added “What Topps India has achieved goes beyond business, they’ve built a community. This recognition as Asia’s Iconic Brand at the Asian Brand and Leadership Conclave 2025 honours their commitment to delivering authentic, engaging, and joyful experiences to collectors across the country. We look forward to seeing their continued success.”
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