Indian Footwear Industry

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Industrial Analysis on Footwear Industry
2010
9/15/2010

1. Indian Footwear Industry

1.1 Overview

The Indian market for footwear includes all producers of non-cleated, rubber and plastic footwear designed in style or for use. The industry is a collection of smaller, segmented, yet often overlapping markets, defined by both the price and the purpose of the shoes. For instance, there are mini-markets for shoes designed for each of many sports and other purposes: basketball, running, walking, tennis, and casual wear. The greatest overlap between these categories is between performance shoes and casual wear. Therefore, there is some degree of overlap between most segments. The industry is dominated by a few large firms, while the majority of other players have less than 5% market share.

These firms fight for market share through non-price competition, on strategies such as strengthening brand image and increasing product proliferation. The success of each firm is greatly dependent upon its marketing campaigns. The brand image of the major firms is created by extensive marketing campaigns and celebrity endorsements. Consumers associate themselves with a particular brand and tend to stick with the brand with which they are comfortable. Entry to the industry is difficult as brand loyalties are high. Standing on the threshold of a retail revolution and witnessing a fast changing retail landscape, the Indian footwear market is set to experience the phenomenal growth in coming years. In past few years too, the market has seen robust growth, says “Indian Footwear Industry Analysis” report. This report provides extensive research and in-depth analysis on the Indian footwear market. The detailed data and analysis given in the report will help the client to evaluate the leading-edge opportunities critical to the success of the footwear market in India. The forecasts and estimations given in this report are not based on a complex economic model, but are intended as a rough guide to the direction in which the market is likely to move. This forecast is based on a correlation between past market growth and growth of base drivers.

1.2 History of Footwear
Footwear is estimated to have started its long history of human use during the Ice Age some 5 million years ago. Unkind weather conditions are said to have created the necessity for footwear. Other evidences show that footwear came to use at the end of the Paleolithic Period, at about the same time the early humans learned the art of leather tanning. Early pieces of footwear were made of wrappings, usually made of leather or dried grasses. Later on pieces were developed from an oval piece of leather which is bound by a piece of strong leather thongs. Sandals, which are the first crafted footwear, are the successors to these wrappings.

In Egyptian funeral chambers, paintings show the different stages in the preparation of leather and footwear. The images also show that in Egypt, footwear depicted power and class. The Pharaohs’ sandals were distinguished by the turned up toes, a characteristic which is missing in the commoners’ footwear. Egyptian sandals were crafted using straw, papyrus, or palm fiber. Later on, Egyptian women adorned their footwear with precious stones and jewels.

Material evidences showed that the Greeks loved and took good care of their feet by using different footwear for different activities. Greek women began wearing sandals to signify their social class. Their footwear signified beauty, elegance, refinement, and extravagance. It has been said that Greek women of bad reputation attracted men by wearing elevated sandals. These sandals create a “clacking” sound when the wearer moves, and this sound was considered as a symbolic flaunting of sexual charms. In Mesopotamia, leather wrappings are tied to the feet by a strip of the same material.

Romans, on the other hand, created durable leather thongs so their legions can travel to places on...
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