Footwear in India

Footwear in India
Euromonitor International
March 2020
FOOTWEAR IN INDIA Passport i
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Brands Launch Smart Shoes in Response To Growth in the Healthy Living Trend .................. 1
Premium-end Consumers Attracted To Personalisation and Customisation in Footwear ......... 1
Appeal of Sneakers Remains High ........................................................................................... 2
Competitive Landscape ................................................................................................................ 2
Bata India Retains Its Lead in the Indian Market ...................................................................... 2
Foreign Footwear Brands Eye Category Potential and Seek To Enter India ............................ 2
New Regional Brands Enter Footwear and Offer Premium Products ....................................... 3
Category Data .............................................................................................................................. 3
Table 1 Sales of Footwear by Category: Volume 2014-2019 .................................... 3
Table 2 Sales of Footwear by Category: Value 2014-2019 ....................................... 3
Table 3 Sales of Footwear by Category: % Volume Growth 2014-2019 ................... 3
Table 4 Sales of Footwear by Category: % Value Growth 2014-2019 ...................... 4
Table 5 NBO Company Shares of Footwear: % Value 2015-2019............................ 4
Table 6 LBN Brand Shares of Footwear: % Value 2016-2019 .................................. 5
Table 7 Distribution of Footwear by Format: % Value 2014-2019 ............................. 5
Table 8 Forecast Sales of Footwear by Category: Volume 2019-2024 ..................... 6
Table 9 Forecast Sales of Footwear by Category: Value 2019-2024 ........................ 6
Table 10 Forecast Sales of Footwear by Category: % Volume Growth 2019-
2024 ............................................................................................................. 7
Table 11 Forecast Sales of Footwear by Category: % Value Growth 2019-2024 ....... 7
© Euromonitor International
FOOTWEAR IN INDIA Passport 1
FOOTWEAR IN INDIA
HEADLINES
▪ In 2019 footwear records current value growth of 13% to reach sales of INR799 billion
▪ Demand for smart shoes is growing among health-conscious consumers
▪ Children’s footwear registers the strongest current value growth of 15% in 2019
▪ Bata India Ltd leads the category in 2019 with a retail value share of 5%
▪ Footwear is anticipated to register a 13% current value CAGR (8% 2019 constant value
CAGR) over the forecast period to reach INR1,445 billion in 2024
PROSPECTS
Brands Launch Smart Shoes in Response To Growth in the Healthy

Living Trend
The healthy living trend sustained its momentum garnering attention from urban Indians who
are increasingly becoming more aware about the ill effects of sedentary lifestyles. This has
resulted in a shift towards gadgets and apps that aid in monitoring daily steps and heart rate,
among others. Thus, to support this shift, many manufacturers have launched smart shoes and
smart wearables, that can be connected to a mobile phone giving its user live updates about
their health. For example, companies such as Under Armour have launched smart shoes named
Under Armour HOVR Phantom SE, which have in-built fitness tracking sensors. The shoes
possess a low energy Bluetooth module inside, which powers the sensors. The product is priced
between INR9,000 and INR13,999. Even Xiaomi launched its Mijia Smart Shoes in India that
have an in-built tracker to count footsteps and can be integrated with its Mi Fit app giving an
update on the user’s activity levels. During the forecast period, the healthy living trend is
projected to remain strong, which will encourage many players to experiment with apparel and
footwear to provide live updates on the wearers’ physical activity.
Premium-end Consumers Attracted To Personalisation and

Customisation in Footwear
Younger consumers look for products that help them to demonstrate their lifestyle and
uniqueness. This has boosted the personalisation and customisation trends. Consumers do not
hesitate to pay a slight premium for products that provide them with these experiences.
Companies such as Puma, which recently opened its first interactive retail outlet in Bengaluru,
offers personalised products to consumers. The store has an in-house studio that enables
consumers to personalise and customise Puma footwear, apparel and accessories using
embroidery and print. Moreover, a fairly new domestic brand Modello Domani that was launched
in 2015 has a unique offering called “picture to product customisation” where an individual can
share the picture of a shoe and create a similar one for themselves. Other major brands that
offer such services in India include sportswear player Nike and e-commerce player Myntra.
During the forecast period, as consumers becoming more selective when making their
purchases, a personalised and customised offering will help brands stand out in this somewhat
competitive category.
Appeal of Sneakers Remains High

Sneakers are casual shoes made from materials, such as canvas or leather. Many young
men and women, especially in urban areas have developed a preference for these types of
footwear. This growing obsession for sneakers is due to their comfortable yet casual feel and
their ability to suit many different types of attire. Their popularity is growing across social media
platforms where several celebrities discuss wearing them, which has helped boost demand.
Several local sneakers clubs have sprung up, such as Sneakerheads that provides a platform
for people who love sneakers and who are passionate about them. Players such as Skechers
recently launched its sneaker collection named Skechers D’Lies as a nod to the 1990s trend for
chunky sneakers available in wide range of colours. Italian brand Ylati also entered India to offer
its premium sneakers range by entering into a licensing agreement with Superkicks India. The
company will offer premium leather sneakers priced upwards of INR13,000. The brand, which
was only launched in 2010, already has a following amongst Bollywood celebrities who have
been seen wearing them. In the coming years, it is projected that the demand for sneakers will
continue growing as there are many Bollywood celebrities, Punjabi singers and Indian rap
artists, among others who will wear sneakers, helping the trend to gain further momentum.
COMPETITIVE LANDSCAPE
Bata India Retains Its Lead in the Indian Market

Bata India held the leading position in footwear in India in 2019. The brand plans to expand its
footprint in the country, which will include the launch of over 500 new stores over the forecast
period. The company plans to open these stores in small towns with the objective of expanding
its presence in tier two, three and four towns. Over 2018/2019, it opened many new retail stores
and franchises and invested in renovating 47 outlets and relocating 47, while it closed 28. The
company also opened an experiential store outlet in Mumbai spread across 6,000 square feet. It
houses a “Sneaker Studio”, an extensive fashion footwear and handbags collection as well as
workwear ranges for men and women. It also has a Happy Feet Centre for specialised foot care
services, such as 3D foot scanning, an on-site podiatrist and a premium shoe laundry. It also
provides consumers with an omnichannel experience enabling them to order any footwear
available on its website from the store and have these products shipped to their address.
Foreign Footwear Brands Eye Category Potential and Seek To Enter

India
During 2019, several new foreign footwear brands launched product offerings in India.
Companies continue to consider India a lucrative market due to the large base of youth
population that is willing to spend on premium offerings. Players are using a mixed approach
such as e-commerce initially to build local understanding after which they gradually open retail
outlets. New players continue to focus largely on urban areas. However, as tier two and three
markets build momentum, these players will also invest in these locations. US footwear brand K-
Swiss entered India in 2019 after obtaining a brand licensing agreement with BFL Brand Folio
Pvt Ltd. It plans to open five stores across different metro cities and enter agreements with e-
commerce players to expand their distribution. It will launch its varied range such as tennis
performance footwear premium dress sneakers. Brazilian footwear brand Melissa also entered
India and opened its first store in DLF Promenade Mall, New Delhi. The brand entered a
licensing agreement with Enviably Me Pvt Ltd, the footwear brand that offers products
manufactured using Melflex plastic and which are 100% recyclable.
New Regional Brands Enter Footwear and Offer Premium Products

During 2019, several domestic players entered the premium footwear category.
Manufacturers are seeing growing interest amongst young consumers for premium offerings in
casual footwear for products such as sneakers that make them feel unique and showcase their
lifestyles. To do this, domestic manufacturers are tapping into e-commerce to build a presence
and develop demand. In 2019, domestic footwear brand SKO was launched offering premium
sneakers, espadrilles, mules, sandals and loafers, among others, for both men and women. It
offers Scandinavian design aesthetics such as clean looks and minimalism in its product
portfolio. The products retail at around INR4,500 and are sold via its own website and other e-
commerce websites such as Amazon and Flipkart. In addition to these players, another
domestic brand Zeesh was launched, which offers premium leather sneakers. The company
with its previous experience in contract manufacturing for premium fashion brands gained a
competitive advantage over other domestic players in the category. It currently sells its products
via its own website with further plans to expand its distribution.
CATEGORY DATA
Table 1 Sales of Footwear by Category: Volume 2014-2019
mn units
2014 2015 2016 2017 2018 2019
Children's Footwear 239.0 279.7 320.2 358.5 401.7 454.0

Men's Footwear 509.4 573.1 637.3 701.7 770.7 844.8
Women's Footwear 290.0 336.4 384.5 430.1 476.4 521.6
Footwear 1,038.5 1,189.2 1,342.0 1,490.2 1,648.8 1,820.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Footwear by Category: Value 2014-2019
INR bn
2014 2015 2016 2017 2018 2019

Men's Footwear 236.3 268.2 300.9 335.8 376.1 419.3
Women's Footwear 122.9 149.7 178.7 209.5 242.1 276.0
Footwear 409.7 477.5 549.0 624.4 708.6 799.2
Table 3 Sales of Footwear by Category: % Volume Growth 2014-2019
% volume growth
2018/19 2014-19 CAGR 2014/19 Total
Children's Footwear 13.0 13.7 89.9

Men's Footwear 9.6 10.6 65.8
Women's Footwear 9.5 12.5 79.9
Footwear 10.4 11.9 75.3
Table 4 Sales of Footwear by Category: % Value Growth 2014-2019
% current value growth

2018/19 2014-19 CAGR 2014/19 Total

Footwear 12.8 14.3 95.0
Table 5 NBO Company Shares of Footwear: % Value 2015-2019
% retail value rsp

Company 2015 2016 2017 2018 2019
Bata India Ltd 5.7 5.2 5.0 4.6 4.6

Relaxo Footwears Ltd 4.2 3.8 3.8 3.8 3.8
Veekesy Rubber Industries 3.1 3.1 3.1 3.0 3.0
Paragon Group Ltd 3.7 3.3 3.3 3.1 2.9
Metro Shoes Pvt Ltd 1.4 1.4 1.5 1.5 1.6
Khadim India Ltd 1.4 1.4 1.5 1.4 1.4
Mirza International Ltd 0.4 0.5 0.8 1.1 1.3
Puma Sports India Pvt Ltd 1.3 1.2 1.3 1.3 1.2
adidas India Marketing 1.9 1.5 1.3 1.1 1.0
Pvt Ltd
Liberty Shoes Ltd 1.1 1.0 1.0 1.0 0.9
Skechers Retail India 0.6 0.6 0.8 0.9 0.9
Pvt Ltd
Aero Group 1.1 1.1 1.0 0.9 0.9
Various franchisees - 1.1 1.1 1.0 0.8
Footwear (klick) India 0.8 0.8 0.8 0.8 0.7
Pvt Ltd
Future Lifestyle 1.0 1.0 0.8 0.7 0.6
Fashions Ltd
Crocs India Pvt Ltd 0.2 0.3 0.4 0.4 0.4
Clarks Future Footwear 0.3 0.4 0.4 0.4 0.4
Ltd
Fila India Ltd 0.4 0.4 0.4 0.2 0.3
Reebok India Pvt Ltd 0.4 0.4 0.4 0.3 0.3
Trent Ltd 0.3 0.3 0.3 0.3 0.3
Action Footwear Pvt Ltd 0.4 0.3 0.3 0.3 0.3
Asics India Pvt Ltd 0.1 0.2 0.2 0.2 0.2
Arvind Lifestyle Brands 0.2 0.2 0.2 0.2 0.2
Ltd
Sports Lifestyle Pvt Ltd 0.1 0.1 0.2 0.2 0.2
Marks & Spencer 0.1 0.1 0.1 0.1 0.1
Reliance India Pvt Ltd
Lakhani India Ltd 0.1 0.1 0.0 0.0 0.0
Nike India Pvt Ltd 1.2 - - - -
Others 68.2 70.2 70.1 71.2 71.6
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Footwear: % Value 2016-2019
% retail value rsp

Brand (GBO) Company (NBO) 2016 2017 2018 2019
Bata (Bata Ltd) Bata India Ltd 4.4 4.1 3.9 3.7
Relaxo Relaxo Footwears Ltd 3.3 3.3 3.2 3.2
VKC Pride (VKC Group) Veekesy Rubber Industries 3.1 3.1 3.0 3.0
Paragon Paragon Group Ltd 3.3 3.3 3.1 2.9
Metro Metro Shoes Pvt Ltd 1.4 1.5 1.5 1.6
Khadim Khadim India Ltd 1.4 1.5 1.4 1.4
Red Tape Mirza International Ltd 0.5 0.8 1.1 1.3
Puma (Puma SE) Puma Sports India Pvt Ltd - - 1.3 1.2
adidas (adidas Group) adidas India Marketing 1.4 1.2 1.1 1.0
Pvt Ltd
Liberty Liberty Shoes Ltd 1.0 1.0 1.0 0.9
Skechers (Skechers Skechers Retail India 0.6 0.8 0.9 0.9
USA Inc) Pvt Ltd
Woodland Aero Group 1.1 1.0 0.9 0.9
Nike (Nike Inc) Various franchisees 1.1 1.1 1.0 0.8
Lancer Footwear Footwear (klick) India 0.8 0.8 0.8 0.7
Pvt Ltd
SPARX Relaxo Footwears Ltd 0.6 0.6 0.6 0.6
Hush Puppies Bata India Ltd 0.6 0.5 0.5 0.5
(Wolverine World
Wide Inc)
Lee Cooper (Lee Future Lifestyle 0.7 0.6 0.5 0.5
Cooper Fashions Ltd
International Ltd)
Crocs (Crocs Inc) Crocs India Pvt Ltd 0.3 0.4 0.4 0.4
Clarks (C&J Clark Clarks Future Footwear 0.4 0.4 0.4 0.4
International Ltd) Ltd
Fila (Fila Holding Fila India Ltd 0.4 0.4 0.2 0.3
SpA)
Reebok (adidas Group) Reebok India Pvt Ltd 0.4 0.4 0.3 0.3
Trent (Private Label) Trent Ltd 0.3 0.3 0.3 0.3
Power (Bata Ltd) Bata India Ltd 0.3 0.2 0.2 0.3
Asics (Asics Corp) Asics India Pvt Ltd 0.2 0.2 0.2 0.2
US Polo (US Polo Arvind Lifestyle Brands 0.2 0.2 0.2 0.2
Association) Ltd
Lotto (Lotto Sport Sports Lifestyle Pvt Ltd 0.1 0.2 0.2 0.2
Italia SpA)
Trèsmode (Future Future Lifestyle 0.1 0.1 0.1 0.1
Group) Fashions Ltd
Marks & Spencer Marks & Spencer 0.1 0.1 0.1 0.1
(Marks & Spencer Plc) Reliance India Pvt Ltd
Lakhani Lakhani India Ltd 0.1 0.0 0.0 0.0
Puma (Kering SA) Puma Sports India Pvt Ltd 1.2 1.3 - -
Others Others 70.7 70.6 71.7 72.1
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Footwear by Format: % Value 2014-2019
% retail value rsp

2014 2015 2016 2017 2018 2019
Store-Based Retailing 96.5 95.6 94.4 92.4 89.7 88.9

- Grocery Retailers 2.7 2.9 3.0 3.1 3.2 3.3
-- Modern Grocery 2.2 2.3 2.3 2.5 2.5 2.6
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 0.6 0.6 0.6 0.7 0.7 0.7
--- Supermarkets 1.6 1.7 1.7 1.8 1.8 1.9
-- Traditional Grocery 0.6 0.6 0.7 0.7 0.7 0.7
Retailers
- Non-Grocery Specialists 92.6 91.5 90.1 88.0 85.1 84.2
-- Apparel and Footwear 71.9 70.8 69.9 69.6 68.9 69.0
Specialist Retailers
-- Leisure and Personal 11.3 11.1 11.0 10.8 10.6 10.7
Goods Specialist
Retailers
--- Sports goods stores 10.2 9.9 9.7 9.6 9.4 9.4
--- Other Leisure and 1.1 1.2 1.2 1.2 1.2 1.2
Personal Goods
Specialist Apparel
Retailers
-- Other Non-Grocery 9.4 9.7 9.2 7.6 5.6 4.5
Specialists
- Mixed Retailers 1.2 1.2 1.2 1.3 1.3 1.4
-- Department Stores 1.2 1.2 1.2 1.3 1.3 1.4
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-Store Retailing 3.5 4.4 5.6 7.6 10.3 11.1
- Direct Selling - - - - - -
- Homeshopping 0.1 0.1 0.1 0.1 0.1 0.1
- E-Commerce 3.4 4.3 5.6 7.5 10.2 11.0
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Forecast Sales of Footwear by Category: Volume 2019-2024
mn units
2019 2020 2021 2022 2023 2024

Men's Footwear 844.8 923.9 1,008.7 1,098.9 1,194.8 1,299.7
Women's Footwear 521.6 570.6 623.3 683.2 747.6 816.3
Footwear 1,820.4 2,006.7 2,206.7 2,430.4 2,669.2 2,931.9
Table 9 Forecast Sales of Footwear by Category: Value 2019-2024
INR bn
2019 2020 2021 2022 2023 2024

Men's Footwear 419.3 446.9 475.8 509.2 546.3 587.2
Women's Footwear 276.0 300.5 326.2 354.8 384.6 416.4
Footwear 799.2 861.0 926.1 999.5 1,078.5 1,164.2
Table 10 Forecast Sales of Footwear by Category: % Volume Growth 2019-2024
% volume growth
2019/20 2019-24 CAGR 2019/24 Total

Footwear 10.2 10.0 61.1
Table 11 Forecast Sales of Footwear by Category: % Value Growth 2019-2024
% constant value growth

2019/2020 2019-24 CAGR 2019/24 Total

Footwear 7.7 7.8 45.7

Footwear in India

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Footwear in India

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Footwear in India

LIST OF CONTENTS AND TABLES

Brands Launch Smart Shoes in Response To Growth in the Healthy

Premium-end Consumers Attracted To Personalisation and

Appeal of Sneakers Remains High

Bata India Retains Its Lead in the Indian Market

Foreign Footwear Brands Eye Category Potential and Seek To Enter

New Regional Brands Enter Footwear and Offer Premium Products

Children's Footwear 239.0 279.7 320.2 358.5 401.7 454.0

Table 2 Sales of Footwear by Category: Value 2014-2019

Children's Footwear 50.5 59.6 69.3 79.1 90.5 103.8

Table 3 Sales of Footwear by Category: % Volume Growth 2014-2019

Children's Footwear 13.0 13.7 89.9

Table 4 Sales of Footwear by Category: % Value Growth 2014-2019

% current value growth

Children's Footwear 14.8 15.5 105.5

Table 5 NBO Company Shares of Footwear: % Value 2015-2019

% retail value rsp

Bata India Ltd 5.7 5.2 5.0 4.6 4.6

Table 6 LBN Brand Shares of Footwear: % Value 2016-2019

% retail value rsp

Table 7 Distribution of Footwear by Format: % Value 2014-2019

% retail value rsp

Store-Based Retailing 96.5 95.6 94.4 92.4 89.7 88.9

Table 8 Forecast Sales of Footwear by Category: Volume 2019-2024

Children's Footwear 454.0 512.3 574.7 648.3 726.9 816.0

Table 9 Forecast Sales of Footwear by Category: Value 2019-2024

2019 2020 2021 2022 2023 2024

Children's Footwear 103.8 113.6 124.2 135.5 147.7 160.6

Table 10 Forecast Sales of Footwear by Category: % Volume Growth 2019-2024

Children's Footwear 12.8 12.4 79.7

Table 11 Forecast Sales of Footwear by Category: % Value Growth 2019-2024

% constant value growth

Children's Footwear 9.4 9.1 54.7

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