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Tatas launch Aerosoles footwear brand across retail and e-tail

The company has got the exclusive license for 35 years to manufacture and distribute the internationally acclaimed shoe brand in India

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Tatas launch Aerosoles footwear brand across retail and e-tail

Tatas launch Aerosoles footwear brand across retail and e-tail

The company has got the exclusive license for 35 years to manufacture and distribute the internationally acclaimed shoe brand in India

Akansha Srivastava | Mumbai | November 19, 2014

Range-of-Aerosoles-shoes

Tata International, the global trading and distribution company of Tata Group, launched Aeresoles footwear brand in India, yesterday. Tata has the license to exclusively manufacture and distribute Aerosoles footwear brand in India for 35 years.

Tata International has tied up with various multi-brand retail outlets such as Metro Shoes, Regal Shoes, Rocia and Inc.5 to distribute the product across the nation. As of now, the company only intends to distribute shoes through retailers and after understanding the market requirement, they will penetrate further by opening retail stores in the next 2-3 years.

N Mohan N Mohan

Speaking at the launch, N Mohan, Global Head– Leather Products, Tata International, said, “We are delighted to become an exclusive partner to manufacture and distribute Aerosoles shoes in India. Aerosoles is a global brand known for its innovation, setting up style trends in the industry without compromising on the comfort level. With our partnership with Aerosoles, we aim to target the rapidly growing market for women's footwear in the country.”

He added, “With our extensive experience in leather, especially footwear, we are confident to not only uphold the brand's high quality standards, but also innovate on the product and technology front to further enhance the product to suit the diverse market segments in the country.”

To reach out to a much larger consumer base, the company has tied up with the e-commerce player Jabong, and has plans to tie up with various other e-commerce sites in the future, apart from expanding its distribution network through online, departmental and specialty stores.

Currently, the company will distribute shoes only for females in the country, and is in talks with partners to also venture into distribution of shoes for males. Aerogroup International and Tata International first announced their strategic alliance to produce and market the Aerosoles brand in Europe and India in 2012.

Priced in the range of Rs 1900-Rs 5500, Aerosoles shoes are very flexible and have a comfortable padding, and use the 'stitch and turn' technology. The brand's tag line is 'they're not just shoes…they're Aerosoles'.

Commenting on the promotion strategy, Mohan said, “We are not very loud in advertisement. We are very subtle at promoting our brand. Our partners have huge loyalty programmes, which is another way to promote. We also look at sponsorships. We intend to evolve the product slowly. Tata International will focus on print advertisements more than any other medium.”

Tata International's footwear business stands at Rs 900 crore for the current year, in which Aerosoles participation is worth Rs 170 crore. The company intends to reach a business value of Rs 1400 Crore in the next 3-4 years.

Tata has initiated a 'touch launch' by distributing shoes in the metro cities first. Soon, the company intends to penetrate north India, followed by other parts of India. The company hopes to have an all-India presence in about four years.

Aerosoles is a leading brand of footwear based in Edison, New Jersey, and is distributed worldwide in over 250 Aerosoles retail stores and in thousands of department and specialty stores locations.

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