With the 2014 FIFA World Cup already underway, fans are on a shopping spree, buying football jerseys of all colours, shapes and sizes, to show support for the team they are rooting for.
It is not only sports retail brands such as Adidas or Nike who are raking in the profits. Local shops are also selling local jerseys bearing famous players' names for a mere `500 or so.
Vijay Kumar, an ardent soccer fan, said, "We wear these semi-original jerseys to show our interest, passion and dedication towards football."
Besides jerseys, there is a range of other football merchandise such as studs and footballs of different countries participating in the World Cup.
"The tournament occurs once every four years and it is a profitable time for us. We sell 25-30 jerseys in a week. This time Portugal's jerseys are in demand. Apart from that, people buy England and Germany too. Brazil's bright yellow jersey is also selling like hot cakes," said Dashmesh Aulakh, a sports shop owner.
City kids are keenly interested in the game. Jasjot Singh, who is supporting Italy, would never buy a fake jersey. "I cherish the jersey as much as I cherish the tournament," said Singh.
Manjot Singh, PAU football team captain, said, "We are crazy about the tournament and we are all supporting Brazil."
Besides jerseys and shoes, fans can be seen flaunting accessories such as bags, flags and badges as well as tattoos and haircuts of famous players.