India’s sneaker market is on fire, growing at an unprecedented pace. Major domestic and international brands—from H&M and Marks & Spencer to Zara and GAP—are all rolling out sneaker collections. It’s no wonder that everyone in fashion, from global giants to innovative start-ups, D2C platforms, manufacturers and B2B marketplaces, is buzzing about sneakers. Set to hit a staggering US $ 2.80 billion by 2024, this market is poised for a 6.11 per cent annual growth rate (CAGR) from 2024 to 2028 and is forecasted to generate per capita revenue of US $ 1.95 per person in 2024.
With over half of India’s population under 25, the demand for stylish and comfortable footwear is skyrocketing. But it’s not just fitness trends or the undeniable comfort driving this boom—sneakers have become a cultural phenomenon. Celebrities, athletes, influencers and even politicians are igniting a craze for rare and exclusive sneakers, making them a must-have for everyone and the public is eager to catch on. By 2028, sneaker sales in India is expected to reach nearly 66 million pairs, solidifying its status as a fashion staple.
Target consumers and cities for brands and retailers
Millennials and Gen Z are fuelling the sneaker craze, with a recent study revealing that 89 per cent of Gen Z in the US bought sneakers in the past year. Indian brands are swiftly adapting to these trendsetters’ demands.
“Our core audience is the trendsetting, tech-savvy Gen Z and Millennials from middle to upper-middle income brackets,” said Gaurav Tandon, MD, Limited Edt. The Singapore-based sneaker and lifestyle chain made its debut in India in October 2023. Limited Edt offers a curated collection of premium sneakers, featuring high-end labels like Adidas Consortium, Nike NBHD, Urban Islander + New Balance 580, Patta, Obey and New Era.
Gaurav added, “While our website caters to the entire country, we’re zeroing in on Tier-1 cities and expanding to Tier-2 cities to meet the growing demand.”
Asics is also reaching out to Tier-3 cities, offering sneakers priced between Rs. 3999 and Rs. 24,999, according to Saurabh Sharma, Director of Marketing, Asics. With 108 stores already in India, Asics plans to double its presence by 2026.
| US $ 2.80 Bn
Set to hit a staggering US $ 2.80 billion by 2024, the sneaker market is poised for a 6.11 per cent annual growth rate (CAGR) from 2024 to 2028. It’s forecasted to generate per capita revenue of US $ 1.95 per person in 2024. |
Similarly, Egoss, a luxury fashion footwear brand available at over 1500 partner stores nationwide, is expanding into Tier-3 markets, focusing on digitally savvy Millennials and Gen Z aged 18-35, stated Vandit Bhatia, Production Head.
“We’re an affordable brand serving all consumers, including many from Tier-3 cities seeking quality shoes at budget-friendly prices,” said Anuj Nevatia, Co-founder, Bacca Bucci. The brand offers three categories: Street for sneakers, Active for sports shoes and Adventure for trekking and hiking. After gaining significant buzz from its appearance on Shark Tank India Season 3, the D2C brand is set to hit Rs. 100 crore in revenue this year.
Paragon Footwear, a leading name in the industry, caters to a diverse range of markets with three distinct brands. Its flagship brand, ‘Paragon’, is known for its durable, value-for-money products, which are especially popular in Tier-2, Tier-3 and Tier-4 towns, targeting males and females aged 30 and above from middle and lower-income groups. ‘Stimulus by Paragon’ offers added comfort and contemporary designs at a slightly higher price point, appealing to urban consumers aged 25-45 from middle-income backgrounds, while ‘Eeken by Paragon’ focuses on trendy sneakers for 18-30 age group.
“Sneakers account for 20 per cent of our total production, roughly 44 lakh pairs,” said Sachin Joseph, Executive VP, Paragon Footwear. Its distribution network includes 12 depots, over 500 distributors and 90 EBOs across India.
Reba Singh, Co-founder, Off Limits, highlighted, “Sneakers and slippers are a hit amongst the 18-35 age group, while slip-ons attract those over 35. Right now, sneakers are leading the market.” Off Limits, launched by Gurukirpa Lifestyle Company, one of India’s largest sportswear manufacturers and exporters, produces around 2 million apparel items and 1 million pairs of shoes annually. The brand is available on major e-commerce platforms and has two EBOs in Zirakpur and Ambala.
The online segment is also showing good growth. Revenue in the online sneaker market in India is set to reach US $ 33.42 million in 2024, growing annually at 7.85 per cent to reach US $ 48.7 million by 2029. “While most of our target audience are Millennials and Gen Z in Tier-1 cities, online purchases from Tier-2 and Tier-3 cities are rising,” shared Sangeet Paryani, Founder, SuperKicks.
Retail outlets contribute 60 per cent to overall sales revenue, but digital sales are increasingly important, emphasised Saurabh Sharma.
“Targeting the 18-35 age group, our shoes are priced between Rs. 999 and Rs. 2999. We blend the latest technology and fashion trends while maintaining affordability. With online sales covering 99 per cent of pin codes, our goal is to reach every last customer,” said Reba Singh.
Whereas, Veena Ashiya, CEO and Founder of Monrow Shoes, a women’s footwear brand with Rs. 50 crore turnover and 50 locations, mentioned that 65 per cent of their business is online, with their website being the largest sales channel. Sachin Joseph added that while Paragon remains reliant on physical stores, they are expanding their e-commerce efforts.
India’s sneaker reselling scene is also catching fire, mirroring a global trend that saw the market hit US $ 1 billion in 2020 and it is projected to skyrocket to US $ 5 billion by 2025. With average price being around Rs. 15,000—over 20x higher than typical footwear—sneakers are becoming the new status symbol. Even Tinder saw a 2.5x spike in sneaker interest in 2021, proving that Gen Z loves to showcase their style through kicks.
NFTs are also making waves in the sneaker market. Nike acquired RTFKT to create digital sneakers and artifacts using NFTs and blockchain. Adidas is collaborating with Bored Ape Yacht Club, PUNKS comic and gmoney under ITM (Into the Metaverse) to offer physical items for NFT holders. StockX now lets buyers purchase an NFT of a sneaker that can be exchanged for a real pair later. The rise of digital sneakers and collectibles is just beginning!
Premium segment taking off
Meanwhile, ‘Sneaker-heads’ and ‘fitness freaks’ are driving the trend of premiumisation, seeking quality and exclusivity. A report by market research firm 1Lattice predicts the premium footwear market share will increase from 47 per cent in FY 2021 to 49 per cent by FY 2025.
This change in demand is reflected in the premium options offered by Adidas and Myntra on the latter’s website, which has gone up by 30-40 per cent.
The Myntra trend index indicates that in the sneaker segment, premium shoes, typically ranging from Rs. 5,000 to Rs. 12,000 and above, such as Adidas Originals, Nike Jordans, Converse All Stars and New Balance BB550, are highly popular. Additionally, the Nike Dunk Low Retro Panda edition sold out within three minutes, showcasing the high demand for coveted releases by these brands.
“It’s like a sneaker stampede, highlighting the insatiable appetite for the most coveted,” Myntra said in a statement.
Indian consumers seek high quality at a fair price, but a growing affluent segment is warming to premium options, claimed Pulkit Verma, Business Head, Digital, The House of Rare. The company designs, manufactures and retails men’s and women’s apparel under the brand names Rare Rabbit and Rareism, with one production plant and over 80 stores across India.
“Our products range from Rs. 4,999 to Rs. 19,999, appealing to top-tier professionals and individuals with strong disposable income. A growing segment values premium offerings and is willing to invest in quality products for their craftsmanship and durability,” noted Sangeet Paryani. Established in 2018 with a multi-brand sneaker store, the brand now boasts an annual turnover of Rs. 60 crore and operates four stores in Mumbai, Delhi, Bengaluru and Hyderabad.
Similarly, Elevar Sports, a premium brand selling sneakers, sports shoes and equipment, targets the 28-35 age group in Tier-1 and Tier-2 cities. According to Zara Mathews, Brand Marketing Manager, the brand caters to fitness enthusiasts who seek top-notch performance and innovation in their sports gear, valuing quality over mere brand names.
Also, we see an increasing number of women have taken their liking to sneakers in India. Globally, the woman’s sneaker market was estimated at US $ 27 billion in 2022, which in turn is predicted to reach US $ 51.7 billion by 2032, growing at a CAGR of 6.70 per cent from 2022 till 2032. This growth has been fuelled by the increasing presence of female creatives, widespread discussion on gender politics and body issues, besides brands taking into account woman preferences and opinions, when creating their strategies.
Celebrities like Rihanna have fuelled this trend, with her 2016 Fenty x PUMA line making waves.
| US $ 8.88 Bn
The global sustainable footwear market, valued at US $ 8.88 billion in 2022, is projected to soar to US $ 14.13 billion by 2031. |
Over the last two years, women have gradually invested in sneakers, whether it’s Jordans, Dunks, Classic Superstars or White Stan Smiths. We’re seeing a prominent shift as women are now preferring to spend their money on good sneakers rather than heels or stilettos.
“Our primary audience is Gen Z and Millennials, especially women in Tier-1 and Tier-2 cities who prioritise comfort, fashion and style,” shared Veena Ashiya, further adding, “Our latest capsule collection emphasises practical sneakers that pair well with a variety of outfits, featuring more feminine elements compared to androgynous styles.” She also highlighted that the brand meticulously crafted its shoes by sampling over 3,000 foot imprints to tailor them to the unique needs of the Indian women.
Some brands are now offering larger sneaker sizes, with Off Limits leading the way. Reba Singh explained, “We saw a gap in the market and created the Big & Tall range, catering to sizes UK 12 to UK 14. While most brands stop at UK 11, we’re filling this need with stylish, colourful options for those with larger feet.”
Hottest sneaker trends
India’s sneaker game is on point with global trends. AstorMueller India, known for brands like Bugatti and TT.BAGATT, has made waves with its new nu:beat line, offering retro-inspired sneakers with bold designs. COO Sandip Kanti Baksi noted, “Our ‘Anthem’ range, featuring double-colour soles and leather and suede uppers, has been a hit.” The brand’s limited-edition releases, such as the ‘Area 808’ and ‘Area 909’ ranges, have also been popular. Since its launch in April 2023, AstorMueller has expanded to 100 stores across 30 cities and plans to introduce the German brand Salamander in FY ’25.
Sangeet Paryani pointed out the rise of running-inspired lifestyle sneakers from brands like New Balance and ASICS, with models like the New Balance 2002r/1906 and ASICS gel-1130 gaining traction.
“We couldn’t ignore the classics—Adidas Samba remains a staple for many due to its easy styling and football heritage,” he said. Trends toward normcore aesthetics are making styles like Converse All Stars, Vans and Nike’s Field General/Killshot popular for daily wear.
Bold colours are now in vogue. Reba Singh shared, “While classic all-white and black-and-white sneakers always perform well, people are now exploring bolder fashion choices.” She continued, “Our Stussy range, with over 50 vibrant variants, was our best launch yet! The Skyline skate sneaker, available in 10 colours, saw surprising demand for unique shades like Wine and Mango.”
Social media has also revolutionised trend dissemination. As Anuj Nevatia puts it, “What used to trickle down from Tier-1 cities to others now spreads instantly, thanks to social media.” Gaurav Tandon observed, “India aligns well with global trends. Nike Dunks and adidas Sambas remain popular, but we’re seeing a shift towards brands like New Balance and ASICS. Collaborations with cultural icons and brands are thriving.”
Highlighting the Indian market’s evolving tastes, Shruti Kasat, Founder, Saree Sneakers, said, “There’s a growing demand for unique, personalised sneakers that blend traditional Indian embroidery with modern design elements.” Saree Sneakers, launched by Kolkata-based designer Shruti Kasat, is making waves with its artisanal sneakers crafted to pair perfectly with lehengas and sarees.
Echoing this trend, Veena Ashiya remarked, “There’s growing interest in sneakers that incorporate traditional Indian motifs, blending cultural elements with modern aesthetics.”
Additionally, drawstring closures are becoming popular, offering a stylish and practical alternative to traditional laces. These no-lace sneakers provide a snug fit and a touch of street style without the hassle of untied laces.
This summer, black sneakers have emerged as a sleek, minimalist alternative to chunky loafers and ballet flats. Endorsed by style icons like Kaia Gerber and Jennifer Lawrence, they’re set to dominate Fall and Winter fashion. On the bolder side, printed sneakers, including those from Adidas’s collab with Wales Bonner, offer a striking choice for fashion enthusiasts embracing maximalist trends.
Sneakers have become a cornerstone of street style, with 62 per cent of Hypebeast survey respondents naming them their top streetwear pick.
Brands are also pushing the envelope with cutting-edge innovations. Saurabh Sharma noted, “We began with flight foam technology for optimal cushioning and have advanced to flight foam plus and flight foam turbo. Our new Adaptive 4D Guidance System focuses on enhancing stability and support.”
Kenyan distance runner and two-time Olympic champion Hellen Obiri is wearing the Cloudboom Strike LS from Swiss brand On. This sneaker features a lace-free design, no heel cap and a stretchy material fused with foam and carbon-fibre. Weighing 170 grams, it has earned the nickname ‘Tesla of the sneaker world’.
| US $ 48.77 Mn
Revenue in the online sneaker market in India is set to reach US $ 33.42 million in 2024, growing annually at 7.85 per cent to reach US $ 48.77 million by 2029. |
Rethinking sneakers sustainably
The global sustainable footwear market, valued at US $ 8.88 billion in 2022, is projected to soar to US $ 14.13 billion by 2031, driven by growing awareness of the environmental impact of traditional shoe production. However, recycling and repairing footwear remain challenging due to their complex construction, with some shoes containing up to 65 different materials bonded with adhesives, complicating disassembly.
Nike’s ambitious Move to Zero scheme faced viability issues and was paused, highlighting the difficulties of high-tech footwear recycling. Current initiatives like Nike Grind and Save Our Soles, which turn end-of-life shoes into products like running tracks, often involve downcycling, limiting future recycling options.
Despite these challenges, sustainable brands are making strides. Adidas found that 70 per cent of consumers consider sustainability a key factor in their buying decisions. In response, the brand aims to eliminate use of virgin polyester by 2024 and is partnering with Parley for the Oceans to produce shoes from recycled ocean plastic.
Leading homegrown brands like Doc Sneakers, Saree Sneakers, Paaduks and Thaely are also making significant strides in the sustainability segment. Doc Sneakers offers chemical-free, cruelty-free options, while Saree Sneakers creates vegan-friendly footwear using recycled saree fabrics. Planet Paaduks, based in Mumbai, creates sneakers from leftover materials, reducing CO2 emissions by 30 kg per pair. Founder Amit Jain noted, “We use upcycled rubber and recycled PET bottles to reduce plastic waste and are exploring biodegradable soles from plant-based materials.”
Zara Mathews mentioned that Elevar Sports has integrated vegan materials into its casual sneaker line, including the Retrogaze and Court models. Additionally, its production processes are governed by rigorous sustainability protocols, such as reduced water usage and the use of recycled materials for packaging.
Whereas Puneet Tyagi, VP Marketing at Egoss, shared, “For our vegan collection, we have recently begun trialing leather alternatives like vegetable leathers made from tomatoes and other vegetables. If these trials prove successful, we will incorporate them into our production, marking a significant shift towards sustainability.”
Greensole, led by Shriyans Bhandari, upcycles discarded footwear into new products, processing nearly 200,000 pairs annually and producing over 10,000 sneakers. It saves 2.5 kg of CO2 per product and plans to expand its range from 50 to 150-200 styles next year. Its sales are split between 50 per cent online, 40 per cent offline and 10 per cent B2B.
Thaely, another innovator, crafts its sneakers using 100 per cent recycled materials—ten plastic bags and twelve plastic bottles per pair—along with recycled rubber soles. Anuj Nevatia highlighted that Bacca Bucci’s factories follow stringent sustainability standards, using water-based glue and reusable polyurethane. Saurabh Sharma noted that the ASICS GEL-NIMBUS 26 has a 25 per cent lower carbon footprint than the industry average, offering eco-friendly options for consumers.
Manufacturers say future of sneakers market is bright
India’s footwear market is booming and is valued at US $ 26 billion, according to the Global Trade Research Initiative (GTRI). India ranks second globally in footwear production, just behind China. The rising cost of goods, reflected by a 5.5 per cent average increase in the consumer price index over the past three years, is likely to drive footwear prices higher, further boosting industry growth.
A significant shift is underway: demand for non-leather footwear—such as sports shoes, running shoes, casualwear and sneakers— which is projected to surge from 25 per cent to 75 per cent of the market by 2030. Uttar Pradesh, Haryana and Tamil Nadu are emerging as key manufacturing hubs in this transformation.
To meet increasing consumer demand, manufacturers are ramping up production capacities. For instance, AstorMueller, which currently operates large facilities in Agra and Rampur, is set to open a new factory in South India next year. This expansion will enhance the company’s export capabilities and reduce its dependence on production in China.
Amit Kapoor, Partner, Kaps Overseas, a leading manufacturer of fashion footwear, stated, “Demand for sneakers is rising every year, with new brands entering the market and existing ones expanding.” He highlighted that 90 per cent – 95 per cent of their production is now focused on sneakers, with an annual capacity of 1.5 million pairs. Currently, 75 per cent of their production caters to the Indian market, with the remaining 25 per cent being exported.
| “We follow the Pareto principle, where 80 per cent of our designs are based on current market trends and 20 per cent push the envelope with innovative ideas. Reba Singh, Gurukirpa Lifestyle Company |
Amit shared that many brands that used to source from China are now producing in India due to the mandatory BIS (Bureau of Indian Standards) license. This requirement has made it difficult for foreign manufacturers to import shoes into India.
“We produce 40 per cent – 45 per cent of our sneakers in white, with the rest in various colours,” Amit added, while counting top brands like Z Labels, Texto, Aldo, Bata-Hush Puppies and Reliance Footprint amongst his clients.
Regarding the design process, he explained, “We work ahead of time, creating a new collection each quarter for the upcoming season. Currently, we’re working on the Spring/Summer 2025 line, which takes 4-5 months from concept to production.”
Amit also mentioned that brands are increasingly focused on sustainability, prompting them to use organic canvases and knitting fabrics. “We use organic cotton, certified by GOTS. If a customer requests sustainable or recyclable materials, we source the specific yarns needed and knit them accordingly,” he explained.
| Three Key Footwear Hubs
Bahadurgarh Bahadurgarh is North India’s footwear powerhouse. With over 2,000 manufacturing units, it churns out more than 25 lakh pairs of shoes, sandals and slippers daily. Employing around 2 lakh people, the industry boasts an annual turnover of approximately Rs. 20,000 crore, with peak sales in the winter months. Bahadurgarh exports to countries like the UAE, Oman, Saudi Arabia, South Africa, Somalia and across Asia, making it a key player of the global footwear market. Prominent manufacturers in the area include PU-Manu Shoe Company, Aqualite Industries Pvt. Ltd., P L Footwear Pvt. Ltd., Vaimer Footwear India Pvt. Ltd., Unistar Footwear Pvt. Ltd., Kapo Footwear Pvt. Ltd., Abhay Footwear Pvt. Ltd., Ace Footmark Pvt. Ltd., and Everest Footwear, amongst others. Agra Agra is India’s leading footwear production hub, meeting approximately 65 per cent of the country’s domestic demand and accounting for a substantial 28 per cent of India’s total footwear exports. The footwear industry comprises over 5,500 to 6,500 leather footwear units employing over 100,000 people. These units produce 150,000 to 200,000 pairs daily. Primarily focused on leather and leather-like footwear, the city’s footwear industry generates over US $ 100 million annually, with production valued at around Rs. 470 crore. Key export markets for Agra’s footwear include the USA, United Kingdom, Germany, Canada, France, Italy, The Netherlands, Russia, South Africa and Spain. Major footwear manufacturing companies in Agra are Flexon Footwear Factory, JK International, Lifeline Enterprises, Ideal Shoes. Mahajan Shoe Company, Thakur Footwear Company (TFC), Ruddaro International, Kapsons Worldwide, Dawar Footwear and Basant Overseas. Chennai The area between Ambur and Chennai, along with the broader Tamil Nadu state, hosts over 500 shoe manufacturers and is renowned globally for its footwear craftsmanship and production. Major global footwear brands such as Clarks, Versace, NEXT, Hugo Boss, Florsheim, K Shoes, Liz Claiborne and Guess source from factories in Chennai and nearby areas. Over 90 per cent of the shoes produced here are exported. The Chennai leather cluster has a turnover exceeding Rs. 2,000 crore, with about 40 per cent of the output coming from finished leather and footwear components. The major footwear manufacturing companies in Chennai are Boots INDIA, Bright Enterprises, G Trendz Footwear, Silver Star Enterpirses, Musfira Exports and K.H. Shoes Private Limited. Tamil Nadu hosts the highest number of footwear manufacturing factories in India, accounting for nearly 27 per cent (674) of the total. Major leather footwear manufacturers in the state are expanding into non-leather products, with non-leather footwear’s share of total exports rising from 19 per cent in 2017-18 to 28 per cent in 2020-21. The state hosts several advanced testing centres, including FDDI, CLRI and Intertek, equipped with state-of-the-art equipment. The availability of an excellent seaport and airport facility are the hallmarks of the city. Besides these key manufacturing hubs, there are other big names like Kanpur and Noida in UP, Ambur and Ranipet in Tamil Nadu, Jalandhar in Punjab, Delhi, Karnal, Ludhiana, Sonepat, Faridabad, Pune, Kolkata, Calicut, Mumbai and Ernakulam. Around 1.10 million people are employed in the footwear manufacturing industry in India. |
Reba Singh of Gurukirpa Lifestyle Company revealed that since starting sneaker production in late 2022, sneakers now make up 50 per cent of their output. “Footwear consumption is rising and we’re seeing more repeat customers. Our marketing now operates at a ROAS (Return on Ad Spend) of 5.0+,” she said.
Based in Faridabad, the company has an annual turnover of Rs. 150 crore, producing 80,000 units per month, split evenly between sneakers and other footwear. Their designs are created in-house, with contributions from a London-based consulting team and experts from FDDI and NIFT in Delhi.
Reba emphasised their strength in speed and detail, “We can design, produce and start selling a shoe in under a week.” Their focus spans both domestic and international markets, including brands like HRX, Fila and Woodland in India and the Amazon-exclusive Fusefit in Dubai and Saudi Arabia.
“We follow the Pareto principle, where 80 per cent of our designs are based on current market trends and 20 per cent push the envelope with innovative ideas,” Reba explained. She added, “We create products that are ahead of their time. For instance, our new shoe, Hector, features a TPU sole and an additional midsole component to enhance stability.”
Similarly, Sachin Joseph shared that open footwear takes 30-45 days from design to shelf, while sneakers require 60-90 days due to raw materials and design details. Sneakers make up 20 per cent of Paragon Footwear’s production, with a daily output of 12,000-15,000 pairs, totalling around 4.4 million pairs annually.
Varun Budhiraja, Director at Roger Industries Limited, also highlighted that their four-decade-old company, with a production capacity of 2 million pairs, has seen significant growth in the sneaker market. They produce nearly 500,000 pairs of leather and vegan casual sneakers annually, catering to men, women and kids across 20 countries.
The sneaker boom is also energising the entire footwear supply chain. In Agra, Top Lasts has ramped up its sneaker shoe last production, boasting an annual capacity of 300,000 pairs. The company claims to be the first in India to use NTS3 Technology for high-speed, precise toe finishing and CNC-finished solid aluminium lasts. It has also introduced SDF Technology from Newlast, Italy, to automate toe and heel finishing, cutting down manual work.
Capstan Rubber India, also based in Agra, manufactures 1.8 million pairs of rubber soles, 9 million pairs of TPR soles and 2 million pairs of PU soles each year, with a turnover of Rs. 30 crore. About 60 per cent of its production meets domestic needs, while 40 per cent is exported to the USA, UK and parts of Europe. “Sneaker soles account for 45 per cent of our annual output and this segment is growing steadily,” noted Partner Mayank Gupta. Their clients include Bata, Levi’s, Clarks, Lee Cooper and Red Tape.
Fabrino, known for its expertise in Printed and Solid Dyed Cotton textiles, is also benefiting from the sneaker trend. Founder Anil Mehta highlighted, “The rise in canvas requirements is expected to double next year, reflecting the sneaker market’s growth.” The company specialises in a range of cotton textiles, from 70gsm to 800gsm and is developing new canvas blends with enhanced moisture-wicking and antimicrobial properties.
Charu Creation, a Delhi-based leader in fashion and export fabrics, is expanding its offerings for sneaker manufacturers. With over 21,000 SKUs and capabilities to reproduce 3,500 embroidered designs, 9,153 prints and more, the company is enhancing its printing and embroidery facilities. CEO Tushar Bhatia mentioned, “We’re exploring digital printing technologies for intricate designs and faster turnarounds,” and is also working on canvas blends with moisture-wicking, water resistance and UV protection features.
Experts also suggest that India should introduce a PLI (Production-Linked Incentive) scheme for key inputs in premium shoes, like outsole molds, glue, EVA granules and TPU films. Currently, importing these materials adds 30 per cent – 40 per cent to production costs, leading many brands to source premium shoes from China and Vietnam. “Raw material procurement is our biggest challenge,” cautioned Amit Kapoor.
