I met Mr. Manoj and Mr. Anil, two youngsters in front of the Garima stores. They were about to leave with a bag full of shawls that they had purchased at Garima. Mr. Manoj worked for Kerala State Road Transport Corporation. Their company, Crown Fashion Enterprises mainly distributed sports related stuffs throughout Malappuram district. During World Cup season they procured only football-related merchandising. “Football is in our blood” said Mr. Manoj, who is a hard core Argentina fan. In his Argentina jersey, he showed me various nations’ shawls. Messi’s jersey has the highest demand and Mr. Manoj had purchased around 1000 pieces. Other items included Wrist bands, flags, football itself and shorts. I requested for some pictures and within no time Mr. Manoj and Mr. Anil draped their car with various nations’ shawls.