3 days ago
Why India is the next strategic market for global footwear brands
By Kashiska Malhotra
India is no longer just a low cost manufacturing hub or a price sensitive market for everyday goods. Over the past decade, its consumer landscape has transformed especially in categories once considered niche or premium. Footwear is one of them. Backed by strong youthful demographics and a maturing retail ecosystem, India is quietly becoming one of the most strategic frontiers for
global footwear brands
eyeing long-term growth.
Explosive Market Growth with Premium Potential
India's footwear sector is experiencing rapid expansion. According to IBEF, India is the world's second-largest consumer of footwear, with a market value of over USD 12 billion for leather goods and footwear.. This signals a qualitative shift in how Indians buy and relate to footwear. As the middle class expands consumers are upgrading from functionality to fashion, from unbranded to branded and from utility to identity.
This transition is particularly evident in urban India where footwear has evolved from a basic necessity to a form of self expression. What was once a largely functional purchase is now influenced by identity and aspiration. It's reflecting the country's broader shift toward lifestyle driven consumption.
A Young Demographic Defines Fashion and Fitness
One of India's greatest advantages lies in its people, especially the young. With an average age of 29 years India is one of the world's youngest large populations. Nearly two-thirds of Indians are under 35, making up a large group of trend-aware consumers. This generation is highly tech savvy and impacted by global cultural trends.
Social media sites are highly influencing consumer purchasing decisions. An increasing interest in individualism and urban subculture styles have made sneakers in particular a cultural identifier. From college students in Pune to startup founders in Bengaluru footwear is now a part of identity and storytelling.
Premium and Performance Footwear Demand
Notably, despite India's large size the premium segment remains underpenetrated. The market is still dominated by low priced domestic brands and unbranded products at the entry level. However the gap is closing: consumers are increasingly open to higher quality and global brand footwear. As disposable incomes rise more middle class Indians are willing to pay for better comfort and the perceived value of an international label. Reports highlight that the growth of urban middle and upper middle income groups is lifting the entire pyramid and creating space for premium casual and performance shoes. In urban areas especially, young professionals are shopping for quality leather shoes and running sneakers with advanced features.
This shift is clear in the apparel and sports space where fitness trends and growing health awareness have increased demand for high performance footwear. For example millions participate in city marathons and fun runs each year. Popular sports like cricket and football create mass market appeal for branded sports shoes. Observers note that as more Indians take up outdoor activities, they are buying more performance sneakers and trainers. Rising consumer interest in sports has also encouraged brand sponsorships and celebrity athlete partnerships which in turn fuel further growth in this segment.
Growing Retail and Omnichannel Infrastructure
India's retail sector is undergoing rapid change. High street stores in major cities offer engaging brand experiences. In Tier 2 and 3 towns multi brand stores and e-commerce platforms are expanding access. This evolution has made branded footwear more visible and reachable across the country.
Fashion and footwear are developing as high engagement sectors in India's fast changing digital commerce sector. Omnichannel strategies are vital because consumers now want a smooth transition between digital and physical touchpoints.
With the help of online marketplaces, marketers can now reach millions of people without having to make a significant upfront expenditure. Paired with franchise and distributor led models this hybrid approach enables brands to scale quickly. With mobile first marketing, influencer outreach and local retail partnerships, India offers a dynamic and flexible environment for global footwear expansion.
Sustainability: A Growing Differentiator
India's next wave of consumers is more conscious not just about what they wear but how it's made. Environmentally friendly manufacturing methods and vegan leather are gaining popularity. The market for eco-friendly shoes is still small but it is growing ra[idly among Gen Z and millennial consumers in cities. This reflects more general changes throughout the world and offers multinational businesses with a mission a chance to distinguish out without sacrificing performance or style.
Flexible Partnerships, Strong Local Expertise
Unlike some emerging markets where regulation complicates expansion, India offers an encouraging landscape for franchising, distribution and retail partnerships. International players can scale through a mix of company owned stores and alliances with established local retailers. Many Indian partners bring deep operational knowledge, regional insights and supply chain expertise essential ingredients for successful market adaptation.
Conclusion
There is more to India's appeal to international shoe manufacturers than fleeting buzz. With a growing middle class, a younger customer base, quickly changing shopping habits, and an increasing desire for quality and brand value, it's a long-term growth narrative rooted in structural changes. India may easily rank among the top three growth markets for any worldwide footwear brand trying to expand beyond the crowded Western economies, provided that the proper marketing tactics are implemented, particularly with regard to product localization, omnichannel presence, and cultural relevance.
India is preparing for a footwear revolution as the world watches, as the boundaries between fashion and function become increasingly hazy.
(The author is the director, Brandmand Retail. Views expressed are personal)
