Establishing a strong-market position with integrated manufacturing and distribution operations.
From in-house production of high-quality leather to advancing our own lifestyle brands through experiential retail, our integrated operations have propelled our success.
We source our raw materials from our tannery; the designs are created at our studios; our leather footwear is manufactured in-house and our brands are marketed through a pan-India network of company-owned outlets. Our brands are also available at third-party stores and at various online platforms. The integrated setup enables us to optimise concept-to-market lead time, ensure product quality, deliver a superior experience and be in-step with our evolving consumer.
We have an expert in-house design and development team that works closely with our global sales team to gather consumer insights and market intelligence. This knowledge translates into compelling designs for our footwear, apparels and accessories.
The services of our in-house team helps us to speed up product innovation. Our design centre and manufacturing units are connected by CAD/CAM, which further minimises the gap between design and manufacturing. Our success in innovation is also driven by specialist teams focussed on critical areas of footwear making. New product options at regular intervals keep our consumers engaged and interested in our brands, leading to fresh purchases.
We are among the few/only Indian overseas footwear suppliers to design our products in-house. As we own the Intellectual Property rights for our products, it protects our unique designs from being infringed upon.
Monthly production of leather at our tannery
Integrated manufacturing facilities
Annual footwear manufacturing capacity
Our tannery, which is among the largest facilities in India, provides a steady supply of quality leather for our footwear units. Modern processes and machinery at the tannery enable high productivity, drive cost efficiencies, conserve energy and water, and minimise negative environmental impact. In-house research & development facility and the expertise of our leather technologists also facilitate the manufacture of customised solutions for niche sectors such as automotive industry and home décor.
Leather footwear production is undertaken at company-owned integrated manufacturing facilities. We have 6 manufacturing units equipped with the latest machinery and technology. These are located across Unnao, Noida and Greater Noida in Uttar Pradesh. The manufacturing facilities are supported by more than 25 dedicated ancillary units. Highly proficient footwear technicians are engaged at our facilities, who are involved in end-to-end product development – from material selection to designing to production. Our robust setup ensures seamless and uninterrupted operations as well as guarantees timely delivery of finished products.
Besides the above manufacturing capacities, we also outsource the production of footwear and apparels to other vendors who exclusively manufacture for us.
Complete control over each stage of production and stringent checks ensure that our products are top quality. Regular inspection of intermediate products is also carried out at various units to maintain quality of end product. Quality inspection of finished products is undertaken batchwise. As per international norms, all our products are REACH compliant.
A huge network of own brand sales and white label exports requires an extremely efficient supply chain. Speed is incredibly important in our business to keep pace with fast-changing trends. Our design-to-market transition takes only 25 days. Supply chain agility enables us to stay close to our consumers and retailers, respond quickly to trends and ensure product availability. Alignment with consumer demand also helps our business to prevent inventory build-up, leading to leaner operations.
In India, we operate a direct e-commerce division in Noida, Uttar Pradesh. We are the first company in the country to set up such a structure. We have also built two warehouses to meet the growing preference for online purchases. Strategically located in the well-connected cities of Mumbai and Bengaluru, these warehouses help to drive product flow, delivery speed and consumer-centricity.
Exclusive Brand Outlets
Multi-Brand Outlets & Chain Stores
For our EBOs, we have deployed two formats: Offline and Offline-Online. Our offline EBOs are located at prime shopping destinations such as high street and shopping malls. Our online-offline EBOs are located outside the cities, and the products are priced at par with the e-commerce sites to enable consumers get great savings. Consumers can also book the products online and pick them up in-store, thereby avoiding delays in last-mile delivery. At many of our stores, we provide rich and immersive in-store retailing where consumers can view, match and try-on products virtually. This helps to make the shopping experience fun, personal and convenient.
We are also engaging with consumers by being present at MBOs, including leading retail chains and large-format stores such as Shoppers Stop, Lifestyle, Reliance Retail, Regal Shoe and Central. At these shop-in-shops, we aim to secure the best possible presentation for our brands. At the end of FY 2018-19, our shop-in-shop presence was in 210+ stores.
For consumers who prefer to shop online, we have our own dedicated e-commerce website. We have also tied up with major online portals such as Amazon, Myntra, Flipkart, Jabong, Paytm, Tata Cliq and Snapdeal.