Cul­ture of Sus­tain­abil­ity and Com­fort

Shoes & Accessories - - Contents -

Taran Chabra thought, why do I need a dif­fer­ent shoe for each ac­tiv­ity? Why don’t I have one shoe for all day? He looked but couldn’t find. It re­sulted in a strug­gle to find a per­fect shoe de­signed for all day com­fort. The cul­mi­na­tion was the launch of Nee­man’s with fo­cus on cre­at­ing truly com­fort­able shoes and also helps pre­serve the en­vi­ron­ment.

Dur­ing a trip to Spain two years ago, Taran Chabra al­most missed a train due to over­pack­ing. The rea­son: he was trav­el­ling with five pairs of shoes. He re­calls, he “needed” run­ning shoes, ca­sual shoes, loung­ing shoes and an ex­tra pair, just in case. He thought, why do I need a dif­fer­ent shoe for each ac­tiv­ity? Why don’t I have one shoe for all day? He looked but couldn’t find. It re­sulted in a strug­gle to find a per­fect shoe de­signed for all day com­fort. Soon he started look­ing at what goes in mak­ing a shoe, and was sur­prised to see all syn­thetic fibers which are widely used, de­spite the fact that they are bad for the en­vi­ron­ment. The cul­mi­na­tion was the launch of Nee­man’s with fo­cus on cre­at­ing truly com­fort­able shoes and also helps pre­serve the en­vi­ron­ment.

Taran ex­plains that Nee­man’s is In­dia’s first shoe brand to use a nat­u­ral, re­new­able and sus­tain­able fiber in its shoes--merino Wool. Merino Wool is one of the most revo­lu­tion­ary nat­u­ral fibers, which is a very dif­fer­ent from the tra­di­tional wool as its fibers are much softer, and any fab­rics made with it can be worn in any sea­son. It is also highly breath­able, odor-re­sis­tant, light­weight and flex­i­ble.

Con­cep­tu­al­ized in Amer­ica, Nee­man’s shoes are, the founder claims, lead­ing a cul­ture of sus­tain­abil­ity and com­fort in the footwear space in In­dia. The shoes have re­ceived ac­co­lades for us­ing the fi­bre.

With the eco-friendly shoes, Nee­man’s is tar­get­ing cus­tomer of all ages, those seek­ing truly com­fort­able footwear. “So our mar­ket is quite wide. How­ever, we have seen a lot of in­ter­est from es­pe­cially from men between 26-35 years. And they are from Delhi,mum­bai, Ban­ga­lore , Chandi­garh and Pune,” elab­o­rates Taran.

Its prod­uct line com­prises of jog­ger, sneaker and loafer. Ac­cord­ing to the founder, all the styles are de­signed to de­liver su­per com­fort round the clock, and the brand’s fo­cus has been on rein­vent­ing de­signs with a modern and clas­sic twist. Cur­rently, Nee­man’s shoes are re­tailed on­line, and it is plan­ning to set up pop-up stores across the coun­try, a few next year so that it can give the touch-and-feel.

Taran as­serts, “The In­dia footwear space is around 50,000 crores and this can grow by 100% in the next 7 years or so. In­dia is cur­rently the sec­ond largest pro­ducer and the third largest con­sumers of footwear.it is slowly inch­ing to­wards be­ing the 2nd in con­sump­tion which is a great sign for us. Peo­ple have now started look­ing at how the shoes are be­ing made and what are they truly look­ing for from the shoe brand they love. We op­er­ate in the pre­mium footwear space which is around 50% of the over­all mar­ket space. We have launched with men’s which is around 60% of the over­all mar­ket.”

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