German sports goods makers Puma and Adidas have sought the government’s permission to operate their own e-commerce portals, the first among foreign companies to take advantage of the change in law that allowed single-brand overseas retailers to sell online as well in India.

The two firms have also sought clarification and approval from the government on whether their existing wholesale entities can engage in direct retailing and e-commerce, a company executive said.

“Based on the new regulation on single-brand retail, we have sought approval for Puma sports India to do retail and e-commerce. The same entity was originally allowed to do wholesale of Puma products,” a top official of Puma India said.

Company had recently filed an application with the Department of Industrial Policy & Promotion (DIPP), the modal agency for foreign direct investment in India, Adidas has also sought similar approval from the DIPP, according to a confirmed source.