The Shoe Stop­per: In­di­ano Pel­let­te­ria

In­di­ano Pel­let­te­ria is an In­dian lux­ury fash­ion brand mainly for high qual­ity leather goods. It is first ever brand to bring to­gether Ital­ian style/val­ues to­gether with In­dian tra­di­tional crafts­man­ship in or­der to de­liver exquisitely crafted lux­ury goods

Shoes & Accessories - - Contents -

The com­pany’s fa­mous motto, “cre­at­ing Iden­tity” ex­presses a phi­los­o­phy of in­di­vid­u­al­ity, unique­ness and ex­clu­sive­ness achieved by com­bin­ing in­no­va­tive de­signs in­spired by dif­fer­ent facet of life­style, con­tem­po­rary func­tion­al­ity, out­stand­ing crafts­man­ship, and the high­est qual­ity ma­te­ri­als. The man be­hind the show - Ab­hishek Ku­mar Verma, a dy­namic multi-lin­gual fash­ion and lux­ury in­dus­try pro­fes­sional with in an in­ter­na­tional en­vi­ron­ment (In­dia, Mi­lan, Lon­don, Paris, Madrid) has had a chal­leng­ing work ex­pe­ri­ence & an ed­u­ca­tional back­ground from world’s pre­mier fash­ion col­leges (Bach­e­lors from NIFT-IN­DIA and Masters from SDA Boc­coni-italy). Verma, for­mu­lated the busi­ness model for the com­pany in or­der to de­velop an ef­fec­tive brand strat­egy in or­der to de­liver an in­no­va­tive value prepo­si­tion to the mar­ket.

He re­lent­lessly worked to­wards build­ing up the In­dian lux­ury fash­ion brand mainly for high qual­ity leather goods, which in­clude Footwear and hand­bag. He has been man­ag­ing the en­tire op­er­a­tions for the brand, which in­cludes Re­search & De­vel­op­ment, De­sign fore­cast, Prod­uct De­vel­op­ment, Pro­duc­tion Overview, Sup­ply Chain, Re­tail (on­line/off­line), Dis­tri­bu­tion, and Pric­ing Strat­egy.

Verma has a proven track record of or­ches­trat­ing mar­ket­ing strat­egy, driv­ing re­tail growth and busi­ness de­vel­op­ment with clear vi­sion of achiev­ing strate­gic goals. A firm be­liever of in­no­va­tion, change man­age­ment, team work and trans­parency. He shared his views with S&A …

What’s your brand USP?

Qual­ity, pas­sion for de­tails and rig­or­ous hand­made work­man­ship are the core el­e­ments of dis­tinc­tion for us. Tra­di­tion and in­no­va­tion are the par­al­lel pil­lars In­di­ano Pel­let­te­ria has built its suc­cess on, thanks to the per­fect com­bi­na­tion of tra­di­tional pro­duc­tion tech­niques (Ital­ian Know how), the abil­ity of mak­ing en­tirely made-tomea­sure shoes, and the evo­lu­tion in re­search and de­sign (In­spired by In­dian art and craft). Ba­si­cally, a Modern at­ti­tude mar­ried to an­cient know-how.

The brand has ad­dressed the is­sue of oc­ca­sion of use and hence is of­fer­ing a va­ri­ety of shoes where each and ev­ery prod­uct is de­signed for spe­cific oc­ca­sions keep­ing the high­est qual­ity pa­ram­e­ters in­tact. For in­stance fash­ion con­fer­ence at of­fice, Can­dle light din­ner, grad­u­a­tion cer­e­mony, Ball room party, wed­ding, re­cep­tion cer­e­mony, In­ter­view, hol­i­day at re­sort, Cock­tail, shop­ping at high street etc.

Who is your tar­get mar­ket?

In­di­ano Pel­let­te­ria tar­get mar­ket is both do­mes­tic as well as global. It is for those peo­ple who are look­ing for in­no­va­tive de­signs with­out com­pro­mis­ing on qual­ity. As per com­pany’s tagline “cre­at­ing Iden­tity” it en­sures that there is some­thing for ev­ery­one.

What’s your set up like?

In­di­ano Pel­let­te­ria has its fac­to­ries in Italy where all the re­search and de­vel­op­ment along with pro­duc­tion takes place. It has a strong in­no­va­tive de­sign team that com­prises de­sign­ers from Mi­lan, Rome, Paris, Lon­don, New York and In­dia. These de­sign­ers con­stantly work on in­no­va­tion in or­der to de­liver an ex­quis­ite range for the cus­tomers.

Com­pany’s head of­fice is lo­cated in Noida sec­tor 63, where the man­age­ment makes all the strate­gic de­ci­sions. Sourc­ing, mar­ket­ing and mer­chan­dis­ing, cost­ing, qual­ity con­trol, fore­cast, ware­hous­ing, Re­tail and other teams are lo­cated in the Noida HO.

The brand has its their first Phys­i­cal store at Gar­dens Galleria Mall Noida along with an­other Re­tail stu­dio at the cor­po­rate head of­fice (A-189 Sec­tor 63 Noida). We are also re­tail­ing in Chandigarh from the store named Cu­ra­tions in Wel­come ho­tel Bella Vista Panchkula.

IP also has an ecom­merce web­site by the name of www. in­di­anopel­let­te­ria. com.

How do you see your brand be­ing po­si­tioned to­day in the In­dian mar­ket? Share with us the ef­forts you have em­ployed so far.

In­di­ano Pel­let­te­ria is po­si­tioned in the lux­ury seg­ment and is the only brand of­fer­ing cus­tomiza­tion of footwear to its clients with un­par­al­leled qual­ity pa­ram­e­ters.

In or­der to main­tain the qual­ity stan­dards, the brand has col­lab­o­rated with mul­ti­ple part­ners start­ing with Swarovski for the crys­tals used for bridal col­lec­tion, world’s big­gest tan­ner­ies in sit­u­ated in Italy (Florence, Bologna, Firenze, Pisa etc) who are also sup­ply­ing leathers to big lux­ury brands, trims and ac­ces­sories sup­pli­ers from Italy and France.

We have tie-ups with Vogue In­dia for pro­mo­tions, PR agen­cies, so­cial me­dia blog­gers etc. We are in­volved in lots of event in NCR like The lux­ury Expo at Porsche cen­ter - Gurgaon, The Pav­il­ion at DLF Em­po­rio, Wed­ding Asia at The Ashok Delhi, Wed­ding Asia at Hy­att Chandigarh, Run­way Bridal by Ramola Bachchan at The Ashok Delhi.

We have also been ac­tively in­volved in lots of spon­sor­ships with Amity In­ter­na­tional, The Great In­dian Fash­ion week by Prasad Bi­dapa, Pearl Fash­ion Academy – Lux­ury man­age­ment pro­gramme.

Qual­ity, pas­sion for de­tails and rig­or­ous hand­made work­man­ship are the core el­e­ments of dis­tinc­tion for us.

Kindly tell us the prod­uct lines you have in your dis­posal. Also dis­cuss with us the new ones you will be launch­ing in the near fu­ture.

In­di­ano Pel­let­te­ria of­fers 2 lines each for men and women, Semi for­mal menswear range: This range mainly com­prises leather sneak­ers; lug soles (chunky- thick soles) leather shoes, Moc­casin and loafers. De­sign­ers have fo­cused on the minute de­tails in this col­lec­tion. Very light weight shoes. Clas­sic vin­tage menswear range: This is a clas­sic range fo­cus­ing ma­jorly on the con­struc­tion i.e. Goodyear welted shoes. This is the con­struc­tion with su­pe­rior lat­eral sta­bil­ity, which is im­por­tant in help­ing the joints of the an­kles and knees to re­main in proper align­ment. The strength of a welt con­struc­tion is also su­pe­rior in main­tain­ing the proper bal­anc­ing and sup­port of the foot. Styles here are ox­ford dress shoe, derby, dou­ble monk, lace up, loafers etc. Clas­sic women swear range: This is a clas­sic range for woman fo­cus­ing onto the shapes, col­ors and vin­tage leather fin­ishes. Styles here are Pumps, Stilet­tos, Kit­tens, Bal­le­rina, moc­casin, plat­form, and ox­ford lace up. These styles are for cus­tomers who have a strong sense of self and the fash­ion looks that they put to­gether speaks of this. Bridal range: This range has Swarovski en­crusted footwear meant for dif­fer­ent func­tions in wed­ding like Me­hendi, Cock­tail, wed­ding, re­cep­tion and other ex­clu­sive events. We have plat­form, san­dals, block heels, and lace styles, T-strap along with Swarovski de­tail­ing. These styles are the per­fect choice for ev­ery bride to be on her BIG DAY.

Apart from above lines, the brand is plan­ning to start their hand­bags, clutches line soon.

What strate­gies have you adopted to ex­pand your pres­ence in the coun­try? Phys­i­cal stores:

Lux­ury is all about ex­pe­ri­ence and in or­der to of­fer such ex­pe­ri­en­tial shop­ping com­pany is plan­ning to have phys­i­cal stores. Cur­rently, IP has 3 phys­i­cal stores – Gar­dens galleria mall Noida, A-189 sec­tor 63 Noida, Wel­come Ho­tel Bella Vista Panck­ula. Fur­ther­more, in or­der to ex­pand quickly with­out com­pro­mis­ing on the in­dul­gent feel of the to­tal ex­pe­ri­ence, we are also un­der dis­cus­sion with many multi-de­signer fash­ion houses across In­dia like Ogaan, Kayra, Ki­maya, En­sem­ble, evoluzione and oth­ers. It is es­sen­tial to us that there is no di­lu­tion of the store ex­pe­ri­ence be­cause of hasty li­cens­ing part­ner­ships all in the name of ex­pan­sion. On­line Stores: In to­day’s tech Savvy en­vi­ron­ment we can­not ne­glect the on­line pres­ence. There­fore, the brand has al­ready launched their e-com­merce plat­form­di­anopel­let­te­ We have also col­lab­o­rated with El­i­ and are un­der dis­cus­sion with lux­u­rys­ta­, per­niapop­ and oth­ers.

In­di­ano Pel­let­te­ria has its fac­to­ries in Italy where all the re­search and de­vel­op­ment along with pro­duc­tion takes place. It has a strong in­no­va­tive de­sign team that com­prises de­sign­ers from Mi­lan, Rome, Paris, Lon­don, New York and In­dia.

Right away, we see big po­ten­tial for growth in the NCR re­gion which con­sti­tutes 50% of the lux­ury footwear mar­ket of In­dia as there is no lux­ury des­ti­na­tion for shop­ping in near by cities like Chandigarh, Jaipur, Luc­know….

Con­sid­er­ing that In­dia is still a price-sen­si­tive mar­ket, what chal­lenges does the brand face while de­sign­ing as well as launch­ing new prod­ucts?

In­deed In­dia is a price-sen­si­tive mar­ket and as we in­vest a lot on in­no­va­tion and de­signs along with very high qual­ity ma­te­ri­als so our cost is rel­a­tively higher. In or­der to de­liver ex­quis­ite range of let say 20 styles we do the sam­pling of ap­prox 50-60 styles out of which we drop ap­prox 30-40 styles and of­fer the best 20 styles to the mar­ket. How­ever the kind of prod­ucts which we of­fer to the clients are made with in­ter­na­tional stan­dards and hence the value propo­si­tion is still sig­nif­i­cantly higher vs. many brands even in the en­try price point OR lux­ury seg­ments (in lay­man terms the val­ue­for-money is still very solid when you pur­chase from In­di­ano). We have kept the mar­gins con­sciously low on our maiden col­lec­tion and, there­fore, the cus­tomer has a huge ad­van­tage of get­ting a won­der­fully crafted prod­uct at al­most the cost of man­u­fac­tur­ing. Let me ex­plain with an ex­am­ple. Let’s take an in­stance of a pair of Goodyear welted shoes from Gucci or Fer­rag­amo starts from Inr 50K and goes up to Inr 80K or even more which we are of­fer­ing be­tween Inr 28k to 35K. Sim­i­larly for Women’s footwear Jimmy Choo, Fendi and other play­ers are priced at around Inr 40K for ba­sics and Inr 90k and up­wards for oc­ca­sion wear whereas our prices are start­ing from Inr 19K to 28K. So we are com­pet­i­tive in terms of prices along with de­signs as the range which we of­fer is huge (57 vari­a­tions for men and 48 vari­a­tions for women) as com­pared to our com­peti­tors who of­fer 10-12 styles per Sea­son. On­line re­tail­ers, with deep pock­ets, have been sell­ing prod­ucts at highly dis­counted prices, and this has made a lot of brands quite un­easy. What¹s your view on their move? I think IP is in a dif­fer­ent seg­ment al­to­gether. There is de­mand for both the mar­kets as there are cus­tomers (fash­ion fol­low­ers) who are look­ing for heavy dis­counts on the prod­uct but here the prod­uct is left over stock from past col­lec­tions. Fur­ther­more these dis­counted col­lec­tions do not have many op­tions to se­lect from nor is there avail­abil­ity if sizes. How­ever there are other cus­tomers (trend set­ters) as well who don’t look for dis­counts as they are look­ing for up­dated col­lec­tions and va­ri­ety of styles to se­lect from. They drive the fash­ion in the mar­ket.

Also, I do be­lieve that this dis­count cul­ture that has come up is not very healthy. It is not sus­tain­able in the long run and the cus­tomer bears the end price ei­ther in pur­chas­ing cheap qual­ity prod­uct (poor value propo­si­tion- you pay less for some­thing that is worth much much lesser) or by los­ing choice over a pe­riod of time as the big re­tailer swal­lows all the up and com­ing smaller re­tail­ers and then be­gins to dic­tate mar­ket trends and prices once the com­pe­ti­tion is out of the way. In both sit­u­a­tions, the cus­tomer loses and the sooner we wake up to that fact, the bet­ter it is for us.

How do you strate­gize your dig­i­tal ini­tia­tives to gain brand vis­i­bil­ity?

As spo­ken pre­vi­ously we have our own E-com­merce plat­form by the name­di­anopel­let­te­ Along with the web­site we also have our Face­book page – “In­di­ano Pel­let­te­ria”, In­sta­gram page –“In­di­ano Pel­let­te­ria” and twit­ter han­dle - Lux­u­ry­footwear2. We main­tain a con­stant feed about the col­lec­tion, events and of­fers. We are also col­lab­o­rated with many so­cial me­dia blog­gers who keep on post­ing about the brand and the prod­ucts.

Along with these we have also col­lab­o­rated with on­line lux­ury e-com­merce play­ers like el­i­, Lux­u­rys­ta­ and we are in dis­cus­sion with per­niapop­ and oth­ers in or­der to in­crease our brand vis­i­bil­ity.

Space scarcity and high rental have been the main hur­dles in set­ting up re­tail stores. How big an is­sue is this for you?

I to­tally agree with the is­sue of space scarcity and high ren­tals in set­ting up re­tail stores. First of all we have very few places where we can have stores with a kind of brand po­si­tion­ing we have. It is an on­go­ing strug­gle and for now the an­swer for us has been key col­lab­o­ra­tions with like-minded re­tail­ers where we can share the bur­den of ren­tals and place out prod­uct along­side theirs.

In what re­gions of the coun­try would you be tar­get­ing your brand?

I think the tier 1 cities would be a key fo­cus for now although we do be­lieve and the tastes of the peo­ple from tier 2 and 3 cities is in­creas­ingly re­fined of late. For the next few Sea­sons, we are look­ing at ex­pand­ing our pres­ence in Delhi/noida/gurgaon, Chandigarh, Mum­bai, and Ban­ga­lore & Hy­der­abad.

In what re­gions of the coun­try do you see more growth? And what¹s your growth pro­jec­tion?

Right away, we see big po­ten­tial for growth in the NCR re­gion, which con­sti­tutes 50% of the lux­ury footwear mar­ket of In­dia as there is no lux­ury des­ti­na­tion for shop­ping in near by cities like Chandigarh, Jaipur, Luc­know and oth­ers so peo­ple travel down to NCR for their shop­ping. Mum­bai is the next re­gion, which con­sti­tutes 30% of the lux­ury footwear mar­ket.

We fore­see a growth of 15-20% in our to­tal sales turnover per an­num for the com­ing year.

Lux­ury is all about ex­pe­ri­ence and in or­der to of­fer such ex­pe­ri­en­tial shop­ping com­pany is plan­ning to have phys­i­cal stores.

Ab­hishek Ku­mar Verma

Ar­eas Road map for next five years Col­lec­tion We will be hav­ing ad­di­tional lines for hand­bag, belts, wal­lets, clutches and leather ac­ces­sories. Prod­uct Col­lab­o­ra­tion Cap­sule col­lec­tion with In­dian and In­ter­na­tional cou­turi­ers Stores (do­mes­tic) We will be hav­ing our stores func­tional in Delhi, Mum­bai, Jaipur, Hy­der­abad, Ban­ga­lore, and Pune in In­dia. Stores (in­ter­na­tional) We will be hav­ing our stores in New York, Lon­don, Mi­lan, Dubai, Paris E-com­merce Launch of e-com­merce plat­form for in­ter­na­tional mar­ket Cus­tomiza­tion Cus­tomiza­tion cen­ters in NCR, Mum­bai, Ban­ga­lore, Chandigarh

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