Footwear brand Liberty Shoes, that recently roped in Bollywood actor Hrithik Roshan as its brand ambassador, plans to focus on three aspects of the Indian market: To increase the average selling price in the industry, to make footwear a fashion accessory and, therefore, move the shopping decision from a need-based purchase to an aspirational buy.
Mr Anupam Bansal, Director, Liberty Group, said the average selling price of footwear at Liberty outlets now stands at Rs 1,000-Rs 1,200 for men, Rs 500-Rs 600 for women and Rs 200-300 for children.
“This is much higher than the average selling price in the industry, which is around Rs 200 and we see huge potential for growth here.”
Apart from increasing the fashion quotient of the brand, Hrithik Roshan as a brand ambassador would also enhance Liberty's youth connect, he added.
He said the average Indian male buys 1.1 pairs of footwear a year and women and children, three pairs a year.
Liberty Shoes, which has 350 exclusive outlets, stocks over 5,000 styles of shoes at any point of time.
The brand is also available in 6,000 multi-brand outlets across the country.
The Rs 300-crore company has six plants manufacturing 60,000 pairs everyday.
Over 20 per cent of the sales comes from the overseas markets.
The Indian footwear market is estimated to be around Rs 2,000 crore, with 80 per cent in the unorganised sector.