#### **Company Overview** Khadim India Limited, founded in 1981 and headquartered in Kolkata, West Bengal, is a leading **branded affordable fashion footwear retailer in India** with over four decades of legacy. The company operates under the core philosophy of *“Fashion for Everyone”*, offering stylish, high-quality footwear and accessories for men, women, and children across all age groups and occasions. It is the **second-largest footwear retailer in India by number of exclusive stores** and operates the **largest nationwide footwear retail franchise network**. Following the **demerger of its distribution business into KSR Footwear Limited (KFL)**, Khadim India Ltd. now focuses **exclusively on retail growth**, omni-channel expansion, and brand premiumization. --- #### **Market Position & Presence** - **Geographic Reach**: - As of **September 30, 2025**, Khadim operates **893 exclusive branded retail outlets** across **28 states and 4 union territories**. - Strongest presence in **East India** (largest retail footprint), **top-three position in South India**, with strategic expansion underway in **North and West India**, especially **Uttar Pradesh**. - Stores located in high-footfall areas including **malls, high streets, airports, and railway stations** to maximize visibility and impulse purchases. - **Segment Leadership**: - Second-largest footwear retailer in India. - Largest retail franchise network in the Indian footwear sector. - Dominant in East India; among top three in South India. --- #### **Business Strategy & Expansion** Khadim follows a **dual-pronged, asset-light growth model**, primarily expanding through **franchise-led formats** while using **company-owned, company-operated (COCO) stores** to enter and establish brand presence in new markets. - **Expansion Plan (FY2025–26)**: - Plans to open **~50 new stores**, primarily in **Eastern and Southern India**. - Maintains an **80:20 franchise-to-COCO ratio**, ensuring capital efficiency and scalability. - Entering Western and Northern India cautiously due to lower brand recognition. - **Growth Drivers**: - **Volume-led growth** via rationalized pricing in core brands. - **Premiumization through sub-brands** (e.g., British Walker, Sharon) to improve margins. - **Athleisure and lifestyle category expansion** to attract younger consumers (Gen Z and millennials). - **Transit retail** expansion via airport and railway station stores. - **Omnichannel integration** linking e-commerce with physical stores. --- #### **Product Portfolio & Branding** Khadim targets **~85% of the total Indian footwear market** through diversified pricing and positioning across multiple consumer segments. - **Pricing & Target Audience**: - Retail price range: **₹105 to ₹4,199**, covering middle and upper-middle-income consumers in **metro, mini-metro, and Tier I–III cities**. - Product mix: 90% outsourced; in-house manufacturing reserved for select premium, high-quality items. - Nearly **half of stores located in Tier III cities**, enabling access to emerging markets. - **Core and Sub-Brands**: | **Brand** | **Positioning** | |----------|----------------| | **Khadim** (mother brand) | Affordable, family-focused footwear; value-conscious customers | | **British Walker** | Premium men’s leather footwear; new ₹4,000–6,000 range launched | | **Sharon** | Comfort footwear for working women; wide-fit and premium lines | | **Cleo** | High-fashion women’s footwear; trendy and youthful | | **Softouch** | Value-added comfort footwear | | **Pro** | Athleisure and sports footwear | | **Turk, Lazard, Adrianna, Bonito** | Specialized for men, women, and kids | - **Product Innovations (Nov 2025)**: - Launch of **crushed leather and wide-fit collections** under British Walker and Sharon. - Introduction of **athleisure apparel** under ‘Pro’. - New **EVA clogs, backpacks, and school bags** aligned with seasonal demand. - Product rationalization: segments below ₹500 and above ₹1,500 show **double-digit growth**; focus on revitalizing the ₹500–₹1,500 range post-GST reduction. --- #### **Sales & Distribution Model** - **Asset-Light Retail Model**: - **76% of retail stores are franchise-operated** (as of Sep 2025), reducing capital burden. - 100% of footwear manufactured through **contract manufacturing** (90% outsourced in retail, full outsourcing in premium lines). - Franchise-led expansion includes partnerships with **Existing Business Owners (EBOs)** converted into commission-based Khadim outlets. - **Digital & Omni-Channel Presence**: - E-commerce partnerships with **Ajio, Myntra, Flipkart, Amazon, Snapdeal, Limeroad, and Tata Cliq**. - Own websites: **khadims.com** (main brand), **www.britishwalkers.com** (dedicated sub-brand platform). - Features include **same-day delivery, in-store click-and-collect, and omnichannel inventory integration**. - **Customer Engagement**: - **Shoe Protection Programme** launched in 100+ stores for post-purchase benefits. - Personalized marketing using **CRM and customer data analytics**. - Influencer collaborations and brand ambassadors: **Abir Chatterjee & Ishaa Saha** for East/Northeast; **cricketer Shardul Thakur** for pan-India appeal. --- #### **Design, Innovation & Supply Chain** - **Strong In-House Design Capabilities**: - Regularly tracks **global and domestic fashion trends**. - Launched over **700 new designs annually** (Autumn/Winter + Spring/Summer). - Sub-brands drive **premiumization and aspirational appeal**. - **Manufacturing & Supply Chain**: - Upgraded **warehouse management systems (WMS)** with automated racking, barcode scanning, and FIFO-based picking. - **1.7 lakh sq. ft. Grade-A warehouse** in Panchla, WB, with climate control and safety systems. - **Semi-automated central distribution centers** in Bengal, Chennai, and Haryana. - **Four-layer quality check system**; Kolkata lab ensures BIS compliance. - **Strategic Partnerships**: - Collaboration with **Underlinen Fashion House** to retail **Puma socks** across stores. - Tie-up with **Skechers** to offer select products in premium outlets. - Co-branded accessories with **VIP, Wildcraft, Helios, Jockey** to enhance store experience. --- #### **Marketing & Brand Campaigns** - **Festival-Centric Campaigns**: - **Durga Puja, Eid, Diwali, Wedding Season** campaigns with region-specific branding. - 2025 Durga Puja campaign featured **influencers like Bitkel Bangali** and integrated media coverage. - **Digital & Regional Marketing**: - Vernacular social media campaigns (YouTube, WhatsApp, Instagram). - Mobile advertising via **toto rickshaws, canter vans, and auto rickshaws**. - Google P-Max campaigns, influencer tie-ups, and CRM-based targeted promotions. - **Brand Identity**: - Modernized logo (“It’s Wow, It’s Khadim”) and tagline. - Positioned as an **affordable fashion brand for the entire family**. - Emphasis on **youth appeal, comfort, trend alignment, and trust**. --- #### **Key Financial & Operational Metrics (as of Sep/Dec 2025)** | **Metric** | **Value** | |-----------|--------| | Total Branded Stores | **893** | | Franchise Stores | ~**678** (76%) | | COCO Stores | ~**215** | | States & UTs Covered | **28 + 4** | | Retail Price Range | **₹105 – ₹4,199** | | Product Outsourcing (Retail) | **90%** | | Target Market Coverage | **~85%** of Indian footwear market | | Core Brand (Khadim) Sales Share | **~40%** of retail sales | | Key Growth Categories | Athleisure, British Walker, Sharon |