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Relaxo’s stick-to-basics strategy kept it steady during pandemic. But inflation is a worry now.

Relaxo’s stick-to-basics strategy kept it steady during pandemic. But inflation is a worry now.
BCCL

Ramesh Kumar Dua, managing director, Relaxo Footwears Ltd.

Synopsis

The product-price mix has helped Relaxo immensely during the lockdown. With a focus on building own factories and investing in a quality, low-priced open-footwear market, it is creating a monopoly. As its economies of scale go up, Relaxo will continue gaining market share. But things may not be easy in the near term, as inflation and expenses may hit margins.

By
10 mins read, Last Updated:
Shoes were a major casualty of the pandemic – people went out less, offices were closed, and as retail channels shut down, there were fewer opportunities to buy in an industry dominated by unorganised, offline players. But Relaxo Footwear, progenitor of the hawai chappal and leader in the ‘open’ footwear (sandals, slippers, and others), came out on top during the 18 months of arguably the worst disruption this industry has ever faced. Compared

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