India’s one of the largest retail footwear brand Khadim is focusing on premiumisation, product innovation and demand traction that will help it grow by over 30 per cent during the current fiscal to touch Rs 800 crore revenue mark. The strategy will help improve margin by 100 basis points every year as the company sees volume surge with growing footfalls in the stores, though the volume is expected to regain to pre-covid levels by the end of FY’23.
The Kolkata-based company currently has about 800 retail stores across the country and it will continue with expansion of stores, and will add 70-80 stores to deepen its reach beyond tier II & III cities during this fiscal.
The company has two business segments, retail through its brand outlets and distribution model to cater to the multi-brand footwear stores.
In last two months KHADIM INDIA LTD. has launched many outlets across the country.
📌 Kalidasa Road, Mysore
📌Chatra Bowbazar, Seoraphuly, Hooghly
📌Kalyani, Nadia, West Bengal
📌Madhuban More, Jhargram
📌Vinayakapuram, Chennai
📌Bagkhal, Rishra, West Bengal
📌Metropolis Mall, Hiland Park, Kolkata
📌Chhatarpur Road, Japla, Jharkhand
📌Aurangabad, Bihar
📌Karuneegar Street, Adambakkam, Chennai
📌Elan Town Centre Mall, Gurugram
📌Baramunda, Odisha
📌Dimna Road, Jharkhand
📌Champasarai, Main Road, Darjeeling
Khadim has witnessed growth in all segments for both its business units. The company’s athleisure category has seen phenomenal growth due to rise in performance of physical activity by the consumers. Further there is a change in customer buying behaviour towards casual and fashionable footwear which we are focusing on aggressively.
Their constant market study has revealed that the demand for stylish and comfortable footwear has increased. Accordingly they have restructured our product portfolio with focus on premiumization while keeping price affordable in all the categories. Keeping the changes in consumer preferences in mind they would focus on Athleisure and casual footwear in both retail and distribution business units. They are open to export business deals as and when any right opportunity comes. But their focus is predominately focused on catering to domestic demand.
Their brand promotion investments are focussed on ROI driven campaigns. They would spend around 1.50 per cent-2 per cent of net sales on brand promotion. In their effort to engage with new age consumers, they went through the rebranding exercise by incorporating a new logo in vibrant red colour along with an energetic tagline ‘It’s WOW It’s Khadim’. Their revamped logo looks more sleek in a vibrant red and white combination. To further strengthen their rebranding exercise they on boarded the Indian Cricketer Shardul Thakur and launched campaign along with him early this year. In salience with their brand tagline, to offer a Wow experience to our consumers, they designed a trinity approach with a new fashionable range of products, a refreshed in-store experience while reinforcing the affordable price point.
Their both business verticals retail and distribution have separate sub brands along with the mother brand Khadim with multiple end users. In retail, they have the following sub brands:
♦ British Walkers offers menswear (formal shoes & sandals using premium quality leather)
♦ Lazard offers menswear (semi-formal & casual shoes / sandals, using premium quality leather & faux leather)
♦ Turk offers menswear (outdoor boots / sandals using, premium quality faux leather);
♦Sharon caters to womenswear (fashionable yet functional sandals using premium quality faux leather);
♦Cleo caters to womenswear (light & trendy sandals using premium quality faux leather)
♦ Softtouch offers men and women wear (closed & open shoes / sandals using premium quality soft leather & faux leather)
♦ PRO offers men and women wear (sports / activity sneakers / floater sandals in mesh / synthetic / canvas uppers )
♦ Bonito offers Kidswear (a colourful range of shoes for toddlers and children)
♦ Adriana offers comfortable and fashionable footwear for pre-teen and teenage girls Their Distribution segment is comprised of the following sub-brands:
♦ Dunford offers formal shoes for men
♦ Wash &Wear offer men & women PVC footwear
♦ Fliers offer men & women DIP & PU Footwear
♦ FitNxt offer men & women Athleisure sandal and shoes
♦ Kalypso- premium Hawaii & Fabrication Chappals
♦ Pugo- footwear for Kids
E-commerce is a growing division for them. Currently, 5 per cent of their sales come from e-tailing and going forward, they expect this to go up by 8-10 per cent. With their vision to be an Omni-Channel brand, they are focusing towards enhancing their services. They have partnered with major ecommerce platforms Amazon, Flipkart, Myntra to widen their product offerings along with enhancing the reach of their own platform www.khadims.com.
Khadim India, the home grown second largest retail footwear brand in the country, has largest presence in the East and is listed among the top three players in South India. It is one of the emerging brands in the North and West India. The core proposition of the brand is affordable fashion for the entire family for all occasions. Going ahead they would like to continue with this identity of affordable fashion footwear brand supported by their trinity offering of trendy & fashionable footwear range, revitalised retail experience and reinforcing the affordable price point.
