Indian brands tap heritage to boost sales after Prada 'sandal scandal'
MUMBAI/MILAN (REUTERS)Indian footwear sellers and artisans are tapping into national sentiment following the Prada 'sandal scandal' in a bid to boost sales of ethnic slippers with history dating back to the 12th century, and in hopes of reviving a struggling craft.Sales are surging over the past week for the 'Kolhapuri' sandals that have garnered global attention after Prada sparked a controversy by showcasing similar designs in Milan without initially crediting the footwear's origins.After viral photos from a fashion show drew criticism from Indian artisans who make the sandals - named after a historic city in Maharashtra state - Prada was forced to acknowledge that its new open-toe footwear was inspired by ancient Indian designs.Social media has been abuzz in recent days with criticism and sarcastic memes, with politicians, artisans and a trade body demanding due credit to Indian heritage.Prada has said it will arrange follow-up meetings with artisans. In a statement to Reuters on Tuesday, it added the Italian group intends to make the sandals in India in collaboration with local manufacturers, if it commercialises them.Prada does not have a retail store in India and its products are usually reserved for the super rich - its men's leather sandals start retailing at $844, while Kolhapuris can be priced as low as $12.
But linking of the Prada name to the Kolhapuri sandals, which are made by around 7,000 artisans, is providing a business opportunity in India.
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