### **Overview** Liberty Shoes Limited is one of India’s leading footwear manufacturers and retailers, with a legacy of innovation, quality, and domestic manufacturing excellence. The company ranks as the second-largest footwear producer globally after China (per MSME report, 2023), and plays a pivotal role in advancing the "Make in India" initiative. As of November 2025, Liberty is undergoing a strategic transformation — **"Liberty Shoes Rewired for Growth"** — to modernize its innovation, operations, and consumer engagement while capitalizing on structural shifts in the Indian and global footwear markets. --- ### **Core Strengths & Innovation** #### **1. Human Tech Centres & Proprietary Technologies** Liberty drives innovation through **four Humantech Centres** — advanced manufacturing and R&D hubs that integrate robotics, AI sensors, and expert craftsmanship. These centers support both owned brands and OEM operations. Key proprietary technologies include: - **Therma Step**: For temperature-responsive comfort - **Vibra Step**: Engineered for shock absorption - **Nit Pro**: Lightweight, flexible soles for athletic and casual footwear - **Cloud Foam & Memory Foam (in uppers)**: Enhanced cushioning for all-day wear - **EasyGo**: Slip-on ergonomics for convenience The company continues to invest in material science, having pioneered **PU soles** and **EVA technology** in India, and recently developed **NITPRO**, aimed at creating lighter, more durable footwear. #### **2. NABL-Accredited Materials Lab** A state-of-the-art, **NABL-accredited lab** ensures globally benchmarked quality standards in materials testing and product development. #### **3. AI & Data-Driven Innovation** - Utilizes **AI-powered design tools** and **machine learning models** for customer segmentation, trend forecasting, and personalized marketing. - Partners with **Incrif** to optimize merchandising and streamline sales execution. - Leverages AI for **personalized promotions**, recommendations, and CRM strategies to boost retention and repeat purchases. #### **4. SAP-Integrated Backend** An enterprise-wide implementation of **SAP S/4 HANA (cloud-based)** enables real-time data flow, operational efficiency, inventory management, and agile decision-making across the value chain. --- ### **Product Portfolio & Brand Strategy** #### **Owned Brands (Strategic Focus)** Liberty has revitalized its brand architecture around four core sub-brands: - **Leap7X**: Youth-focused athleisure and casual footwear featuring memory foam and NitPRO soles; targeted at Gen Z and millennials. - **Healers**: Comfort-focused footwear, especially for elderly and long-standing wear. - **Aha**: Trendy, value-driven casual footwear appealing to urban youth. - **Lucy & Luke**: Children’s brand featuring adventure-themed comics and seasonal storytelling to build emotional engagement. These brands were launched between 2021–2023 and have significantly contributed to top-line and bottom-line growth. #### **Specialized Segments** - **School Shoes**: Custom-made to match school uniforms; known for durability and reliable supply. Innovation includes **NonMarking School Shoes** (launched Feb 2023), suitable for both classrooms and sports. - **Safety Footwear**: **Warrior All Terrain Safety Shoes** — market leader in India; secured a ₹100 crore order from the Ministry of Defence in FY 2020–21. - **Perfume Business**: A new revenue stream under strategic expansion, with growing focus on **exports** (USA, UK, UAE, Australia) and B2B/online distribution. #### **Premiumization Strategy** Post-2023, there's been a shift toward **premium casual and athletic footwear**, driven by rising disposable incomes and aspirational consumption. This has enabled Liberty to increase **Average Selling Price (ASP)** and margins, particularly through Leap7X and premium leather lines. --- ### **Growth Drivers & Market Positioning** #### **Domestic Market Focus** Liberty is focused primarily on the Indian market, serving multiple channels: - Company-owned retail stores (425+ as of 2023) - Liberty Exclusive Stores - Multi-Brand Outlets (MBOs) - E-commerce (own site and third-party platforms) - Institutional sales (schools, government, corporate safety gear) #### **E-Commerce: Fastest-Growing Vertical** - E-commerce now accounts for **~15% of total revenue**, up from 4% pre-pandemic; target of **16% domestic sales**. - Strong presence on **Amazon, Flipkart, Myntra**, and **Smytten**. - Expanded reach via **Blinkit**, enabling hyperlocal, quick-delivery access — especially in Tier-3 and smaller towns. - Own digital platform **libertyshoesonline.com** optimized for mobile; supports omnichannel fulfillment. #### **Digital Transformation** - Developed a **unified customer engagement app** providing a 360-degree view of customer interactions. - Invested in digital marketing, influencer collaborations (e.g., Vikrant Massey, Sanya Malhotra, Ayushman Khurrana, Rakul Preet Singh). - Marketing campaigns such as **“Forever Sneakers”**, **“Sitaare Aise Hi Nahi Bante Mehnat”**, and **“Mera Joota Hindustani”** reinforce youth appeal and nationalism. --- ### **Retail Expansion & Experience-Led Stores** As part of “Rewired for Growth”, Liberty is: - Expanding its **retail footprint** with modern, **experience-led store designs**. - Stores feature **uncluttered displays**, **warm ambience**, and **AI-powered hotspots** for personalized comfort recommendations. - Staff trained to enhance customer experience, especially for **middle-class consumers**. - New store design language blends **contemporary aesthetics** with **brand legacy**. --- ### **Manufacturing & OEM Capabilities** - **5 production units** across 3 Indian states; daily capacity of **over 50,000 pairs**. - Supplies OEM footwear to major brands: - Zudio - First Cry - Metro - HRX - Mast & Harbour - Fila, Lee Cooper - Benefits from **Bureau of Indian Standards (BIS) mandates**, which have increased demand for **"Made in India"** products and allowed Liberty to optimize excess capacity. - Focus on **EVA and PVC stuck-on categories** to reduce costs and scale efficiently. --- ### **Leadership & Governance** - **Executive Director Sh. Shammi Bansal** brings over 30 years of experience; instrumental in introducing EVA polymers and TPR compounds in India. - Senior leadership team oversees production, design, and innovation with a focus on quality, especially in leather and safety footwear. - Strong governance with emphasis on **working capital efficiency**, **cost control**, and **free cash flow generation**. --- ### **Sustainability & Strategic Vision** - Operates on a **triple ‘S’ strategy** — *Survival, Sustainability, Stabilization* (post-pandemic), now evolved into *Growth and Innovation*. - Emphasizes **digital agility**, **customer-centric design**, and **operational excellence**. - Aims to transition from a **need-based footwear provider** to a **trend-driven, fashionable brand**.