### **Overview** Lehar Footwears Limited (LFL), formerly Lawreshwar Polymers Private Limited (incorporated in 1994), is a long-established **mass-market non-leather footwear manufacturer** headquartered in Rajasthan, India. With over **30 years of experience**, the company has evolved from producing basic Hawai chappals into a diversified player manufacturing EVA, PVC, PU, and synthetic footwear for men, women, and children. LFL sells under its primary brand **'Lehar'** and has recently launched **'Rannr'**, a new athleisure and sports footwear brand, to expand into the fast-growing closed footwear segment. Operating five integrated manufacturing facilities across **Rajasthan and Haryana**, Lehar has built a robust omnichannel distribution network, serving **520+ dealers across 27 Indian states**, supplying to major retailers, e-commerce platforms, government welfare schemes, and exporting to over **20 countries**. --- ### **Business Segments & Key Developments** #### **1. Core Footwear Business** - **Product Portfolio**: Over **1,300 active SKUs** spanning open footwear (slippers, sandals), school shoes, canvas shoes, PVC shoes, and now sports shoes. - **Material Specialization**: Focus on **EVA, PVC, and PU injected lightweight footwear**—notably BIS-compliant, durable, and water-resistant. - **R&D & Innovation**: Dedicated R&D team drives trend-aligned designs, with recent launches in **single-mould EVA footwear** targeting younger, style-conscious consumers. - **Manufacturing**: Five state-of-the-art facilities in **Jaipur, Kaladera (Rajasthan), and Kundli (Haryana)** with a total annual capacity of **6.94 crore pairs**. - **Branding & Marketing**: - Appointed Bollywood star **Govinda** and other celebrities as brand ambassadors. - Revamped brand identity with a new logo, packaging, and official website (leharfootwear.com). - Allocated ₹18 crores over three years for brand promotion, supported by ₹9 crores in government funding under the Indian Footwear and Leather Development Programme. #### **2. Expansion into Sports & Closed Footwear** - Launched **‘Rannr’**—a new mass-market athleisure brand—offering over **250 SKUs** of performance-driven, value-priced sports shoes. - A **dedicated manufacturing facility** for closed and sports footwear was set up and became operational on **July 10, 2025**, enabling FY2025–26 entry into the high-growth sports shoes category. - Strategic shift beyond traditional open footwear to capture rising demand for **comfort, utility, and style** in sports and casual wear. #### **3. Government & Institutional Business** - **School Shoes**: Long-standing supplier to state governments (e.g., UP, West Bengal, Tamil Nadu, Andhra Pradesh) under B2G welfare schemes. - **PM Vishwakarma Scheme (2024–25)**: - Signed a **₹298 crore contract** with the **National Small Industries Corporation (NSIC)** to supply **carpenter tool kits**. - As of March 31, 2025: Delivered ₹100+ crore; **outstanding order book of ₹195 crores** (6–9 month execution horizon). - Operates as a **preferred implementation partner**, managing **end-to-end operations** (procurement, assembly, packaging, QC, warehousing, last-mile delivery via India Post). - Expansion planned into **new toolkit categories** across 18 designated trades under the scheme. - **Asset-light model** with **RoCE >50%**, offering high capital efficiency and sustainable margins. #### **4. Export & International Markets** - **Exports**: Strong presence across **Africa (Nigeria, Kenya, Angola), Middle East (UAE, Qatar, Oman), Southeast Asia (Thailand, Malaysia, Myanmar), and emerging markets in Europe**. - Export revenue reached **₹37–40 crores in FY2023–24**, accounting for **~20% of total turnover**, with **120% growth** year-on-year. - Customized product development for international markets and participation in global trade shows supported by government grants. #### **5. Omnichannel Distribution Strategy** - **Domestic Sales Channels**: - **Trade distributors (520+ across 27 states)** - **Modern Retail**: Partnerships with **DMart, Reliance Retail, FirstCry, Spencer’s, V2 Retail** - **E-commerce**: Flipkart, Bijnis, Amazon, and Reliance’s digital platforms - **Direct Sales**: Two factory outlets in Jaipur; plans to launch **EBOs (Exclusive Brand Outlets)** and a **D2C e-commerce platform** for ‘Rannr’. - **Global Network**: Export presence in Asia, Africa, Middle East, and parts of Europe. - **Warehousing**: Established **four regional distribution warehouses** (Jaipur, Delhi, Patna, Vijayawada) to enable pan-India logistics, especially for government contracts. --- ### **Growth Strategy (FY2025–26 & Beyond)** | **Area** | **Focus & Initiatives** | |--------|------------------------| | **Product Diversification** | Entry into sports and closed footwear via Rannr; expansion into new toolkit categories under PM Vishwakarma. | | **Geographic Expansion** | Strengthening existing exports and entering new international geographies; deeper penetration in rural and semi-urban India. | | **Distribution Network** | Building a **Pan-India network of distribution warehouses**; expanding field sales team; scaling direct retail and D2C. | | **Government Partnerships** | Leveraging early-mover advantage in PM Vishwakarma Scheme; aggressive bidding for school shoe tenders and B2G contracts post-election stability. | | **Operational Efficiency** | Revamped supply chain, working capital optimization, pre-dispatch quality checks, and integration of advanced manufacturing technology. | | **Brand Development** | Dual-brand strategy: **Lehar (core value footwear)** and **Rannr (sports and athleisure)**—complementary brands targeting mass and mid-market consumers. | --- ### **Financial & Operational Highlights** - **Annual Turnover**: ₹194 crores (FY2023–24) - **Export Revenue**: ₹37–40 crores (~20% of turnover) - **Footwear Sales Volume**: 1.93 crore pairs (FY2023–24) - **Manufacturing Capacity**: 6.94 crore pairs/year across 5 units - **Employees**: 318 across operations - **CSR & Employment Impact**: Significant contributor to national skilling and rural employment through PM Vishwakarma scheme. --- ### **Competitive Positioning** - **Strengths**: - Fully integrated supply chain and in-house manufacturing. - Strong presence in **B2G and value segments**. - First-mover advantage in **toolkit supply under PM Vishwakarma**. - Agile R&D and fashion-forward designs aligned with youth trends. - Asset-light, high-ROCE expansion model in new verticals. - **Challenges**: - Competitive pressure from domestic and international brands. - Fluctuations in raw material (EVA, rubber) prices. - Dependence on government procurement cycles. Despite challenges, Lehar’s **diversified revenue streams**, **brand reinvention**, and **strategic public-sector partnerships** position it for **sustainable, multi-vertical growth**. --- ### **Vision & Mission** - **Vision**: To become a leading pan-India and global brand in value and performance footwear while contributing to national development through inclusive enterprise. - **Mission**: Deliver high-quality, stylish, and affordable non-leather footwear and ancillary products through innovation, operational excellence, and customer-centric distribution.