Once upon a time, fashion lovers around the world followed the words of Carrie Bradshaw, who famously declared, “You can never have too many pairs of shoes.” And let’s face it, you can never have too many brands of shoes either! Thanks to the power of social media, connectivity, and accessibility, we have witnessed the glorious rise of multiple uber-stylish Indian footwear brands for women. The ascent of the fashion and lifestyle market has proven instrumental in opening doors for homegrown women’s shoe brands to flourish. It’s safe to say that the nation has emerged from a lengthy slumber of monotony and repetition, breathing life into the domestic shoe market with a dazzling array of vibrant footwear brands.
Gone are the days when shoes were mere functional commodities. In today’s world, buying a pair of shoes is an impalpable, emotion-driven experience. It’s about making a statement, expressing oneself, and blending our identities with the brands we adore. As disposable incomes rise and more women enter the workforce, the perception and expectation of shoes have shifted dramatically. Footwear has evolved from a basic necessity to an object of affection and desire, thanks to these new-age shoe brands that have captured our hearts and soles.
We can’t help but fall head over heels for brands like Fizzy Goblet, OCEEDEE and Chal Shoes. Their craftsmanship, innovation methods, and modern design techniques have breathed new life into the realm of footwear. These Indian shoe brands have expertly infused contemporary style with a delightful touch of Indian flair. We had the pleasure of conversing with the talented designers behind these brands, who generously shared their valuable insights on the current market scenario for Indian shoes.
- Laksheeta Govil, Founder, Fizzy Goblet
cM: How would you describe Fizzy Goblet to a new customer?
LG: Fizzy Goblet is a designer footwear and accessories brand that is on a mission to showcase the exquisite craftsmanship of traditional Indian footwear to a global audience. Our brand essence lies in contemporizing traditional silhouettes, infusing them with a design language that is both vibrant and playful, while honouring our rich craft legacy.
cM: Describe the brand’s approach in designing shoes.
LG: At Fizzy Goblet, we bring a modern touch to traditional footwear. Our shoes strike the perfect balance between cool and classic. Each pair is meticulously handcrafted by skilled artisans and prioritizes comfort. From juttis to heels, kolhas to sliders, loafers to sneakers, mules to broguesters, our diverse range of silhouettes offers something for everyone. We love to experiment, like our sneaker juttis blending Indian charm with Western style. Our patterns draw inspiration from bohemian vibes, flora, fauna, and more.
cM: What endeavours are you undertaking to shape the direction of design in the current market scenario?
LG: We’ve embarked on an exciting journey of reimagining traditional silhouettes and pushing boundaries through experimentation. We have reinvented the traditional juttis and were the first to introduce jutti heels. Additionally, we have collaborated with leading designers like Rahul Mishra and Payal Singhal to create one-of-a-kind designs. For instance, our collaboration with Tribe Amrapali brought together the worlds of jewellery and footwear in a stunning fusion.
2. Malvika Agarwal, Founder, Chal Shoes
cM: For those unfamiliar with Chal Shoes, could you please provide a brief overview of the brand?
MA: I founded Chal approximately a year ago with the mission to create androgynous shoes that have a minimal carbon footprint. We achieve this by utilizing materials such as tire waste and textile waste. Our primary focus is to design comfortable shoes that address various foot concerns while also offering customization options.
cM: What is the design philosophy of your brand
MA: Our design philosophy revolves around achieving a gender balance, which serves as the driving force behind our vision. We believe that both men and women lead active lifestyles and deserve shoes that are not only comfortable but also suitable for the workplace. We meticulously design our silhouettes to cater to all walks of life. For instance, our criss-cross design is perfect for a casual outing, whether paired with Indian or Western attire. The Tabi design offers an easy slip-on style that is suitable for work, covering the entire foot. Our ballerina design is a simple, professional-looking leather shoe that conforms to your feet and features a thin sole.
cM: How did you manage to navigate the shoe design landscape and establish a strong presence in the Indian market?
MA: Our aim is to evolve as a brand and attract consumers who prioritize sustainability and equality. Most of our customers are repeat buyers, and we have relied on organic growth rather than investing in marketing efforts thus far. Our focus is on providing high-quality, comfortable footwear that meets the aesthetic needs of our consumers. Moreover, we strive to incorporate Indian design elements into our shoes, offering a fresh perspective. Our Indian roots form the core of our brand.
3. Neha Kumthekar, Founder, OCEEDEE
cM: Describe Oceedee’s brand intention.
NK: OCEEDEE is a modern Indian shoe brand that embraces exquisite and contemporary silhouettes. Our brand DNA is rooted in craftsmanship, with a unique focus on customising shoes for comfort. We take pride in creating designs that perfectly complement the feet of the modern Indian woman.
cM: How have consumer buying patterns evolved over the years?
NK: Since OCEEDDEE’s inception, we have witnessed significant changes in consumer behaviour. Firstly, there has been a growing recognition and validation of homegrown brands like ours. Initially, we face scrutiny and had to justify our pricing and differentiation compared to international players. However, over time, people have become more aware of and trusting towards homegrown brands. Secondly, as a digital-first brand, building trust in online shoe shopping was a gradual process, particularly due to fit and sizing concerns. To overcome this, we engaged in direct customer interactions at exhibitions and offline pop-ups, gathering feedback and sharing informative data and videos. This has helped us create a more seamless experience and develop products that cater to the ergonomics of Indian women’s feet. Moreover, the sentiment of supporting homegrown brands and the comfort of online shopping for premium products have grown stronger post-pandemic, further boosting consumer confidence.
cM: How does OCEEDEE adapt to the ever-changing needs of consumers?
NK: Adapt and grow! We strongly believe in listening to our consumers and staying attuned to their evolving needs. Balancing innovation with market trends, we ensure that each collection offers something for everyone. We carefully curate a mix of heel heights and diverse silhouettes, ranging from slip-ons to pointed pumps and mules. While fashion trends may shift, one constant remains: comfort. If you can deliver that consistently, people stick to the brand and design becomes a sublayer.
cM: What can the consumers expect from OCEEDEE in the near future?
NK: With a strong foothold in the digital space, the immediate plan is to expand the brand to offline retail experience centres in India and international markets.