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A RESEARCH REPORT
ON
Project report submitted for the partial fulfillment of the degree of
MASTER OF BUSINESS ADMINSTRATION
Session-2010-2012
Submitted to: Submitted by:Mr.Ashish Singh Shahnavaz
Husain(Lecturer) Roll No-
4045
Faculty of Institute of Business Management
V.B.S Purvanchal University, Jaunpur (U.P)
Institute of Business ManagementV.B.S Purvanchal University, Jaunpur (U.P)
CERTIFICATE
This is to certify that SHAHNAVAZ HUSAIN , ROLL NO. 4045 is a
Bonafide student of M.B.A 4th Sem (Session 2010-12). The Research project
report entitled of “ LIBERTY”
is done by him in partial fulfillment of award of Master of Business Administration
from Faculty of Institute of Business Management
V.B.S Purvanchal University, Jaunpur (U.P)
.
Mr. Ashish Singh Mr. Ajay Diwedi
(Project Guide) (H.O.D. MBA)
A cknowledgement
I would like to take this opportunity to thank the following people who
have directly or indirectly contributed towards the completion of this
dissertation and without their help this in the present form would have not
been possible.
I am thankful to MR Ashish SIR for giving me opportunity to work on such
a nice project as my project.
Last but not the least my special thanks to my parents without their support
my MBA course would not have been possible.
SHAHNAVAZ HUSAINMBA IV SEMESTER
DECLARATION
I SHAHNAVAZ HUSAIN STUDENT OF INSTITUTE OF BUSINESS
MANAGEMENT IN V.B.S PURVANCHAL UNIVERSITY JAUNPUR
(U.P). Batch 2010-2012, Here by declares that this research
project work Entitled “ LIBERTY”.
The institute and the guide are not liable for any kind of
Misrepresentation in report. I understand that if the report is
Found copied & or violation of IPR. My degree may be
Cancelled.
SHAHNAVAZ HUSAIN
Preface
Until recently, a major part of the demand was met by the
unorganized, informal, small sector. Branded shoes,
produced by large Indian producers, multinationals
producing in India and imports, account for only less than
20% of the entire market. The branded footwear market is
estimated to be 100 million pairs, made up of 5 million pairs
of spore
ts and athletic shoes and nearly 95 million pairs of shoes
and boots. The segment is dominated by men’s footwear,
and there are not more than three women’s brands known
nationally.
Footwear market is estimated at 550 million pairs, of which 450 million
pairs are in the form of casual footwear, such India’s total as ethnic
footwear, rubber and leather slippers, sandals etc, but not boots and shoes.
Leather footwear has a sizeable share, and production is estimated to be at
200 million pairs, including for exports. The footwear market is expected to
grow at 8-10%, based on recent trends. In value terms, the sector represents
a market of US$ 2.17 billion, of which exports account for approximately
35%.
Both Bata and Liberty have launched international brands in India through
tie-ups: Bata with Hush Puppies, Liberty with Burberry’s. An interesting
feature of the market is the presence of several international players in the
informal and sport shoes segment, which has a total market of only 5 million
pairs. The major MNC players are Reebok, Adidas and Nike. Italian brands
Lotto and Fila have franchise tie-ups in India, although the brand is not
aggressively promoted.
TABLE OF CONTENTS
EXECUTIVE SUMMARY 9 INTRODUCTION 10-16
COMPANY PROFILE 17-31
PRODUCT RANGE 32-42
MARKETING : BASIC FUNDAMENTALS 43-45
CONSUMER BEHAVIOUR 46-52
PROBLEM FINDINGS 53-59
OBJECTIVE RESEARCH 60-62
LIMITATIONS 63-65
RESEARCH METHODOLOGY 66-69
DATA ANALYSIS 70-77
RATE THE CHARACTERISTICS OF LIBERTY 78-84
- Advertising 85-90- Liberty Retail Revolution Limited 91
SWOT ANALYSIS 92-93
LEARNING 94-95
MARKETING SEGMENTATION 96-105
NEWS & CASES 106-107
LIBERTY LATEST ACHIEVEMENTS 108-112
FINDINGS 113-114
RECOMMENDATIONS 115-116
CONCLUSION 117
BIBLIOGRAPHY 118
APPENDIX 119-122
EXECUTIVE SUMMARY
Footwear market is estimated at 550 million pairs, of which 450
million pairs are in the form of casual footwear, such India’s
total as ethnic footwear, rubber and leather slippers, sandals
etc, but not boots and shoes. Leather footwear has a sizeable
share, and production is estimated to be at 200 million pairs,
including for exports. The footwear market is expected to grow
at 8-10%, based on recent trends. In value terms, the sector
represents a market of US$ 2.17 billion, of which exports
account for approximately 35%.
INTRODUCTIO
N
Inroduction of LibertyLiberty sells an estimated 50,000 pairs of shoes to men, women and kids on any given day. Casual, chic and comfort are the benchmarks that attract buyers to Liberty fashion shoes in more than 25 countries. Its dozen brands are liberally showcased in online shoe shops at enviable prices and fantastic designs.
Liberty Shoes began its journey when India was coming to grips with becoming an independent republic. The founders were P.D. Gupta, D.P. Gupta and R.K. Bansal. The year was 1954. The day was Christmas. The city chosen was Karnal, Haryana. The company named Liberty Shoes Limited (LSL). The aim was to offer freedom of choice to the Indian consumer. The three pioneers took over a dying shoe co-operative to turn it into a world-renowned footwear manufacturer and seller.
Liberty Shoes Limited (LSL) began as exporters of uppers. Within a decade, it tied-up with a retail outlet in Hungary to provide stylish, smart and comfy Liberty fashion shoes. There has been no looking back for the company. Its presence has grown from a single showroom to 350 exclusive showrooms and more than 6,000 multi-brand shops. LSL also launched Liberty Retail Revolution Ltd. for the retail sector, with 'Revolutions' outlets across the metropolitan cities of Mumbai, Kolkata, Hyderabad and Chennai.
Innovation and Internet for Liberty ShoesLiberty Shoes focused the attention of price-conscious consumers of the Indian market on to footwear that bespoke quality and class. Therefore, in 1982, when shoes for Rs. 50/- were a norm, LSL produced Rs. 300/- per pair of shoes with polyurethane technology. LSL kept adding to its high-class
repertoire of shoes to create brands such as Force 10, Fortune,Tiptopp, Senorita, Coolers, Gliders, to name a few.
Buy Liberty Shoes online to flaunt your style statement. Don't hop from one store to another in this heat. Instead sit at home and purchase stylishly designed footwear from web sellers. Be Stylish. Not only in how you wear your shoes but also in the way you shop for Liberty fashion shoes.
Buy Liberty Shoes OnlineBuy fashion shoes from your favorite shoe-stylist, BeStylish. Exercise your freedom to view the extensive collection. View your choice in details - from the front, back, sideways and from the top. beStylish lets every man, woman and child shop for the range of Liberty's sports shoes, fashion shoes, casual shoes, summer shoes and school shoes. We deliver your shoes to your doorstep, absolutely free of cost.
Company
Profile
Liberty Shoes
Ltd.
The companyLiberty Shoes Ltd. is the only Indian company that is among the
top 5 manufacturers of leather footwear in the world with a
turnover exceeding U.S. $100 million.
We produce more than 50,000 pairs of footwear a day covering
virtually every age group and income category. Products are
marketed across the globe through 150 distributors, 350
exclusive showrooms and over 6000 multi-brand outlets, and
sold in thousands every day in more than 25 countries including
fashion-driven, quality-obsessed nations like France, Italy, and
Germany
With 50 years of excellence, today Liberty produces footwear for
the entire family and is a trusted name across the world. In the
domestic market it is one of the most admired footwear brands
and holds the largest market share for leather footwear.
One of Humantech Centers in Karnal, Haryana
The Brief History of The OrganisationIt was the 25th December of 1954 when India was nurturing its
growth as a free country, three dreamers in a small town in
erstwhile Punjab thought of producing an Indian brand of
footwear to make a basic necessity available to their
countrymen.
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal allowed their
vision to cross every barrier and brought cutting-edge
technologies to their own country. Within a short span of time,
the name, Liberty became a synonym to quality footwear in the
domestic market and this encouraged the company to invest
further for enhancing production capacities and to cater to the
demands of international markets.
With 50 years of excellence, today Liberty produces footwear for
the entire family and is a trusted name across the world. In the
domestic market it is one of the most admired footwear brands
and holds the largest market share for leather footwear
The Stracture
Adarsh Gupta
CHIEF EXECUTIVE OFFICER
Adarsh Gupta is a Mechanical Engineer, having specialization in
Polyurethane applications in Footwear and joined Liberty in
1983.He pioneered PU technology for the in India and helped
make Liberty a leader in Domestic Market. He has also put into
place a road map for Liberty foray in the International markets
and aggressively marketed the brand. With a string of
diversification Adesh has changed the company into a multi
product conglomerate with interests in
Retailing, Automotive, Chemicals, Construction and Real estate
sectors. Adesh has won many prestigious awards and a key
functionary of CII and also the Chairman of IMC, ITI, Karnal.
Adarsh Gupta
Executive Director
Having honed his business skills over the last twenty years,
Adarsh is widely traveled across the globe and understands the
nuances of doing business at the global stage. An avid learner
Adarsh continues to enhance his skills and acumen through
development programs, many of which have international
acclaim. Adarsh has done a diploma in Footwear design from the
world acclaimed ARS Sutoria Institute, Milan, Italy.
Shammi Bansal
Executive Director
Shammi Bansal is an eminent name in the leather and footwear
industry of India. He started his quest for innovation and
excellence in 1982 when he joined Liberty Shoes Ltd.
Sunil Bansal
Director
Russia, Hungary, Slovakia, Dubai, Germany, Italy, France are
some of the countries that appear on his mental radar with a
continuous blip reminding of
Action. Even as he oversees the export of the Liberty products to
these fashion destinations, Sunil patiently updates himself on
trends the world over.
Raman Bansal
Director
A graduate with a Diploma in Shoe Designing under his belt
Raman goes about his task with a sense of precision taking along
with him a vast number of dealers and distributors. Sharing the
marketing and sales policies with them and identifying the
success component of each based on continuous feedback from
the market.
Adish Gupta
Director
Looking closely at the expansion plans and the corresponding
human resource requirements, Adish is constantly planning and
strategizing to
Ensure the right resource is available at the right time and
continuous inputs for the growth of the individual.
Vivek Bansal
Director
He heads the Non Leather and PVC production facilities of the
company. From procuring raw materials, to keeping the focus on
fashion trends Vivek enjoys the hectic pace he sets for himself to
innovate and surprise the system.
Anupam Bansal
Director
A keen learner Anupam has trudged through the retail markets
in the country to get a first hand feel of the business of retailing.
He is spearheading the company's focus on making the products
available at fashion stores around the country.
Technology
Better methods. Better tools. Better technology. Enhanced
productivity. Finest quality. Greater customer satisfaction.
Liberty has a lot of firsts to its credit.
It has introduced a new material called TPU (Thermo Plastic
Urethane), for high quality footwear, into the country. This
material has better properties than PVC or TPR (conventional
materials used for footwear).
Liberty has also been instrumental in introducing EVA (Ethyl
Vinyl Acetate), which is a direct injection molding used for
making sole for the f
Irst time in Asia. This technology uses very light material & the
footwear is made with the direct injection system.
Liberty also pioneered the PU (Poly Urethane) Technology in
India for the footwear industry.
Besides these Thermo Plastic Elastomer has been developed for
the first time in India at Liberty. A CAD/CAM design center is in
place at Liberty. The Sympatex waterproof technology in
footwear was pioneered by also Liberty. Liberty is also the first
company to market PPE products for safety purpose
Manufacturing Excellence
We call them Humantech Centers. When people visit us they
see them as centers of Excellence for manufacturing shoes
where technology works in perfect tandem with human
creativity. Liberty has Humantech centers at four locations in
India, the latest being the Uttaranchal project which was
launched recently to boost the production of world-class
footwear. This Greenfield plant near Dehradun will increase the
company's existing production capacity of 18 million units’ pa by
200,000 units
The locations of the four are Humantech Centers:
GHARAUNDA, HARYANA (APPROX. 95 K.M. FROM DELHI)
Gharaunda is the first plant of its kind in this part of Asia that is
equipped with Desma machines for PU Direct Injection
Moulding. Using PUF technology and Computer Aided Systems
this vertically integrated plant produces Industrial Safety Shoes
that are made to European standards. Sympatex TEX booties as
well as ordinary booties are also made here. Beside these
Gharaunda has a design center where an ambitious team of
young designers working in tandem with experienced
technologists.
Liberty puram, Haryana (102 k.m. from Delhi)
About 14 km from Karnal this Humantech center, spread across
50 acres of landscaped greens, has 16 lines for Cement Last
Construction footwear, 15 lines for Direct Injection Mounded
footwear and 3 lines for EVA Direct Injection footwear. It is a
manufacturing base for slippers and sandals that put the
Chinese sheet slippers to shade, teenager's shoes with very light
PVC soles as well as leather soles, shoes for both sexes as well
as booties for ladies.
Karnal, Haryana (124 k.m. from Delhi)
Liberty’s first manufacturing center caters essentially to the
domestic market and produces Cement Last Construction as well
as leather sole footwear for both men and women.
Dehradun in, Uttaranchal
This new Humantech center makes Cement Last Construction
footwear as well as the comfort range of sandals for ladies. It
will soon also produce sports shoes for the likes of Reebok and
Nike as well as for the domestic market.
Product Mix
Liberty has created a repertoire of 10 well developed brands, each one of
which has been painstakingly nurtured to cater to its specified target group.
Care has been taken to create a specific identity for each brand and to
provide the latest international designs.
Today, the new range from Liberty is all about style, design, and comfort.
The range imbibes the spirit of fun and is trendy to the core. There is a
product for every season and occasion.
Force 10 has long perceived to be the flagship brand of Liberty, Force 10,
today is Synonymous with value for money fashion sports shoes. It is a
symbol of family force of Liberty which has 10 members. Targeted at the
age Group of 13-28 year old boys and men, Force 10 produces over 600,000
pairs annually. Available in the range of Rs. 350 to Rs. 1250, Force 10 looks
with
“Life at a force of 10”
Coolers are the brand of men’s sandals and slip-ons. These sandals cater to
the age group of 21-45 years and are a stylish and comfortable
accompaniment to any apparel. The range is amongst the most sought after
during the summer months and over 1,000,000 sandals are produced every
year. In the price range of Rs. 295 to Rs. 899, Coolers are indeed
“Cool comfortable sandals”
Foot fun has been created as an exclusive brand for children in the age group
of 1 to 12 years. Children have their own peculiar requirements so far as
footwear is concerned. The Liberty Foot fun addresses all concerns of style,
comfort, fitting as well as gives special emphasis to the flexibility of the
footwear. Bright and vibrant colors are to the USP of the range and the
maintenance proof products add value for the children and parents alike.
The products in this category include sandals, infant and toddler range of
unisex shoes, sports shoes, and school shoes. The range is available in the
price range at Rs. 135.00 to Rs. 395.00 and sells over 2,400,000 pairs
annually. It conforms to the tag line.
“Non Stop Fun”
Fortune comprises of men’s formal and casual shoes in Leather from the
House of Liberty. These shoes, meant for today’s students and executives in
the age group of 18-45, combines the latest trends in formal wear abroad in
to the most formal footwear. It is a sign of good luck, a symbol of being
prosperous. The Fortune collection produces 600,000 pairs of shoes every
year. In the price range of Rs. 850 – 1495, these shoes promise,
“It takes some men places”
A symbol of light weight footwear, it gives a feeling of floating in air. It is
the most important brand of Liberty as it covers all segments, varieties,
colours, designs and price ranges. It is a mass brand of the company. Gliders
cater to the specific need of normal, semi-formal footwear as well as
beachwear for the age group of 2-45 years. This range has something or the
other to cater to the requirements of children, young men and women. Over
45, 00,000 pairs of Gliders footwear are produced each year in the price
range of Rs. 125 to Rs. 1795. Gliders conform to the adage:
“Some things are just right”
Senorita is a brand that caters to the high design and fashion styling amongst
young women. Bringing out the flair of each style, Senorita invites young
women in the age group of 14-26 to be comfortable as well as look the most
delicately brought out the latest designs for this brand. Over 4, 50,000 pairs
are produced in this range in the price category of Rs. 495 to Rs. 995.
Senorita invites women to retain their youthfulness, vibrancy and energy
through its tag-line
“Hey woman, stay girl”
Geo Sport exclusive professional sports shoes for 14-38 year olds; Geo Sport
is targeted at budding and professional sportspersons. The shoes cater to
niche of professional sportswear, 15,000 pairs of shoes are created every
year in the price range of Rs. 895 - Rs. 1695. Geo Sport is important to
serious player
“Because winning matters”
Warrior a range of safety shoes for institution sales and workers of the age
group 21- 45 years comprise Warrior, because of its solid sturdy looks,
Warrior is also becoming quite a rage with the young boys and men. The
product line is available from Rs. 685-1195 and sells 4, 00,000 pairs
annually.
Windsor provides casual and formal shoes for the young executives in the
age group of 21 to 40 years. This brand caters to the need for power dressing
for the young executives and allows the busy executive to make a statement
in power dressing, which is as much at ease in the boardroom as in the
cocktail lounge.
The idea is to be comfortable wearing these attractive leather formal shoes
over long periods every day, in keeping with the hectic lifestyles today. Over
750,000 pairs of Windsor are produced annually in the price range of Rs.
895 to Rs. 1999. Windsor truly believes
“What’s life without a little comfort?”
Tiptopp caters to providing comfortable and fashionable women’s slip-ons
and sandals. This range is synonymous with comfort, durability and neat
styling. Targeted at ladies in the age group of 24-40 years, this range sells 7,
50,000 pairs annually. Available in the price range of Rs. 325 to Rs. 550.
RESEARCH
METHODOLOG
Y
MARKET RESEARCH METHODOLOGY
The methodology adopted for this market research is explained
below:
Defining the research problem &
objective
Developing the research plan for
collecting information
Implementing the research plan-
collecting & analyzing data
Interpreting & reporting the
findings
The research methodology adopted was Descriptive in nature.
The cross-sectional study has been used here. Information has
been collected from a given sample of population only once.
Also, the cross-sectional study is single in nature, because only
one sample of respondents is drawn from the target population.
Data Collection
We have used a formal questionnaire to collect data. The survey
had been done in two methods: telephonic interviewing and
personal interviewing. Telephonic interviewing was traditional in
nature and in-home personal interviewing was done.
Questionnaire
We have used a questionnaire for data collection. The
questionnaire consists of questions that are judicious mix of both
close-ended and open-ended questions. As the study was to
study the choice criteria to decide upon a company for shoe
purchase and accordingly prepare the competitive update, i.e.
Liberty Vs others, hence open-ended questions were necessary
to get the inner information. Still, we made it as simple as
possible.
Sampling Technique
The sampling technique used was a mix of Convenient. That is,
we used no probability sampling technique in which we chose a
sample of convenient elements.
Sample Design
Sample Size: 400
Execution: The approach as straight forward in the Shoe store. I
approached the customers directly and requested them to fill the
questionnaire.
Mission & Vision
Mission
Its the mission of the Liberty Group to continuously improve the quality of Its the mission of the Liberty Group to continuously improve the quality of its products using cutting its products using cutting-edge technologies and following the latest trends. Edge technologies and following the latest trends.The group emerged with an enthusiasm to offer world. The group emerged with an enthusiasm to offer world class products to its class products to its countrymen and it will carry forward the same attitude along with the countrymen and it will
carry forward the same attitude along with the determination to be the global leader. Determination to be the global leader
A mission with a cause, A vision with an attitude´The goal of an organization gets reflected in its mission and vision. Liberty,The goal of an organization gets reflected in its mission and vision. Liberty, feel the pride of having a goal that inspires us to operate for the feel the pride of having a goal that inspires us to operate for the advancement of the people. Advancement of the people..
Vision
The Group is committed to achieve the highest performance standards in each area of its business. It envisages itself as the most trusted name all each area of its business. It envisages itself as the most trusted name all over the world. Over the world
SIGNIFICATION FEUTURE
Print Campaign
Liberty has tried to project itself as a brand of style. They made
print campaigns with powerful one liners targeting each
segment. For example in the first print campaign shown above
they have targeted the youth in the age group of 14-24. They
have targeted the youth in that phase of life in which they are
undecided about where their life is heading, where their careers
are headed and where they
In the second print campaign they have used stylish models such
as Nethra Ranganathan to represent style and fashion. They
have targeted the urban Indian woman who is style and fashion
conscious. They have also cited the importance of the correct
kind of footwear.
Liberty has targeted various segments like the school college
going youth, the working mothers, the stylish urban woman and
children. In the above print campaigns they have targeted
children and the stylish office going male. They have portrayed
the child as having her own identity. They have also portrayed
the urban Indian working male as stylish and a winner in all he
does. They have very beautifully used the psychographics of the
segments.
In each of their print advertisements they have portrayed
Liberty as a brand used by individuals having a separate
identity, whether it be the identity of a child or an urban Indian
youth. Punch lines like ‘Competition, Winning Edge, I have it all’,
‘Peer pressure? Boys? Every Step I take is very much me’ or
‘Daddy’s eyes, Mummy’s nose, My shoes are just my own’.
ADVERTISING & PROMOTION
The marketing division takes aggressive promotional exercise
throughout the year. Special marketing communication mix are
devised for special occasions like Diwali, Id, Christmas etc.
company promotes its products by adding value to the lifestyle
and a part of the ambitions. It aims at satisfying consumer’s
esteem and self-actualization needs so that consumer can
Relate themselves with the company. However, for promotion of
its product, the main instrument of the company is its
“SHOWROOM POLICY”. This policy aims at reaching more and
more customers through Liberty showroom
What is a customer?
A customer is the most important person ever in this office…….in
person or by mail.
A customer is not dependent on us ……… we are dependent on
him.
A customer is not an interruption of our work…… he is the
purpose of it. We are not doing a favor by serving him……. He is
doing us a favor by giving us the opportunity to do so.
A customer is not someone to argue or match wins with. Nobody
ever wins an argument with a customer.
A customer is a person who brings us his wants. It is our job to
handle them profitably to him and to ourselves.
The Strategies & Plan Being
Implemented By The Organization
SWOT ANALYSIS
STRENGTH
Established brand name.
Wide Dealers network.
Bondage between company and employees.
Customer’s faith.
Leaders in quality
Economies of scale
Infrastructure
WEAKNESS
After sales service like replacement of shoe is very poor.
Price of products offered is not satisfactory.
Company representative doesn’t visit dealers frequently.
Sustained growth rate
OPPURTUNITIES
Have the opportunity of grabbing the market share through
launching of new & wide range of products with new
designs.
Wide market in low price shoes as most population is
financially weak in our country.
Existing successful products of company.
Increase sales by giving incentives to sales officers and
dealers.
Develop market sensitive product line.
Globalization
THREATS
Cut throat Competition
Due to lack of good design of products and good after sales
service the company can lose their customer to other
companies who provide good quality of product and after
sales service.
Competition for resources
New entries in the market
Unforeseen conditions.
CONCLUSION
This project is based on the study of “Customer perception and
market potential about “LIBERTY SHOES”. The market of
Liberty is prosperous & customer perception about it is good.
Major findings include that although company holds a very good
reputation in the market, it failed to satisfy customers on few
aspects. Although the company offers very good product quality
but slightly on a higher price, and few problems like unattractive
designs, low customer preferences in comparison with MNC’s
like Nike, Reebok, bad color combination, effective presence
only in northern part of the country are few problems with the
Liberty. Lack of good advertising & promotional Strategies has
made Liberty to fall little low in the number game. The company
should improve the technology and designing process according
to latest fashion and trends in the apparels market. Company is
facing stiff competition from Action, Lakhani, Bata, Red Tape,
Lee cooper Red Chief, Nike, Adidas, Reebok. Apart from that
company can indulge in promotional activities in rural areas
where market potential is really good.
BIBLIOGRAPHY Marketing management –Kotler Philip
Statistical method-Gupta S.P
Research methodology-Kothari-C.R
Footwear Digest
Footwear and leather Fashion
World footwear
Company’s Handouts & Bulletins.
www.libertyshoes.com
www.google.com
NEW INITIATIVES
We have taken the initiative to create a retail team for Liberty Shoes. We foresaw that the retailers needed to take a quantum leap forward if footwear shopping was to be turned into a rewarding experience. Re-christening them as channel partners, we have worked towards establishing a very interactive relationship through periodic channel partners meet that gives a big boost to our sales and benefits our partners as well.
We also ensure that the relationship with the partners extends beyond conventional business dealings. We have achieved this by making them all feel like members of a close-knit family who is working together, evolving together and prospering together. Liberty Shoes’ south India initiatives
Thursday, 10 February 2011 With production levels of more than 50,000 pairs a day, Liberty Shoes plans to invest Rs 30-50 crores in the next one year to expand its retail presence in south India. This is part of its aggressive pan-India expansion policy. According to Anupam Bansal, Managing Director, the company has plans of investing Rs 50 lakh to Rs 1 crore in each exclusive store in various cities and smaller town of south India.
Liberty Shoes already has 37 exclusive stores in south India, which ensure good business for the company. It now plans to open about 50 new stores in the next year, where nearly 80 per cent would be in Tier-II, III cities. With over 50 years of brand excellence, Liberty produces footwear for the entire family and is one of the most admired brands in India. And this is expected to stand the company in good stead in the south Indian markets.
The company also has plans set up a centralized warehouse for south India, probably in Bangalore, in another six months. This would help speed up its south India operations. Ramesh Sadhu, the CEO of Liberty Retail Revolutions said the company would initially have stores in Bangalore, Chennai and Hyderabad. Liberty has already initiated expansion in the southern market around six months ago and would be focusing on school shoes, which is a profitable segment there.
As a brand it’s constantly evolving to keep pace with the changing trends and aspirations of people while maintaining the sanctity of certain traditions like workmanship and good value. The company is among the top manufacturers of leather footwear in the world with a turnover exceeding $100 million. Liberty
shoes are also marketed across the globe through 150 distributors, 350 exclusive showrooms and over 6,000 MBOs and sold in more than 25 countries including France, Italy and Germany.