2 SHOES & ACCESSORIES march 2018 Brand Focus | iD MTV Roadies Xtreme with iD Partners The Next Level: Nikhil Chinapa attheDelhiAuditionsalongwithiDGangLeader Yogesh Kulbey Roadies GangLeadersRanvijaySingh,Raftar, Neha Dhupia,PrinceNarulaand M market.” is available todayintheclutteredfootwear Every productisdistinct comparedtowhat has auniquefollowingamongsttheyouth. “ID ispositionedasa “CULT” brand, and possibilities. the wayforfunctionalandfashionable Extreme. Thebrandhasdonesotopave stepped intothefuturewithMTVRoadies brandiDhas As aresult,thecompany’s twice theopportunityforfootwearinIndia. Footwear Inderdev SinghMusafirsees stalwartandMDofM&B Industry wide rangeofissues,includinghisfutureplans. Bhaiji. TheMDshareshisviewswithS&A’s AmitChopraona to oneofthefinestbusinessleadersinworld,Ajinder him. HeacknowledgesthatatM&Bfootwearhehadaccess thoseatthetopcouldteach meant absorbingeverything be fullypreparedbythetimehecompletedclimb.That Musafir hasalwayswantedtolearnfromeachstepand rungs ontheirascenttotheapexofbusinessladder, exciting stylisedproducts.Whilesomemaylookatskipping one ofitsflagshipprojectsand.Itaimstocreateuniqueand 4,000 premiumretailsstoresacrossIndia. because ofitsbrandsandproductsareavailableacross the companyliesinitsvastsalesanddistributionnetwork, high qualityleathershoesandsandals.Thecorestrengthof facilities withanannualcapacitytoproduceover2million manufacturing span oftime.M&Bhastwostate-of-the-art companies tohaveachievedmulti-foldgrowthinashort in theyear1993,anditisamongstfewIndianfootwear Known as ‘first IndianFootwear CultFashionKnown as‘first Brand’,IDis brands. Thecompanystarteditsoperation handling manynationalandinternational company, havingin-depthexperienceof footwear manufacturinganddistribution &B Footwear isaverticallyintegrated connect toIDbrandscoreconsumer. between IDandRoadies, thereforeRoadies givesa direct conventional boundaries,whichisacoreandcommonvalue life.Theyliketocross different approachtowardstoday’s common TGwiththeIDbrand.Theseyoungstershavea on socialanddigitalplatformstheseyoungstersare in India,morethan8millionyoungstersfollowRoadies has ahugeviewershipacrossalldigitalplatforms.Today and attitude.Roadies isamongstfewrealityshowswhich both complementeachotherintermsofTG(targetgroup) a naturalalignmentofIDbrandwithRoadies oryoucansay show hasenjoyedmuchsuccessamongtheyouth.Thereis and succeedinthefinaltaskischosenaswinner. The voteouts Eventually thecontestantwhomanagestosurvive vote outs,ins,eliminationsandgamechangingtwists. mental strength.Duringthecourseofjourney, thereare in varioustasksthatseeminglychallengetheirphysicaland contestants traveltodifferentdestinationsandparticipate latest versiontobeairedin2018.Intheshow, agroupof has gonethroughdifferentphases.Roadies Xtremeisthe on MTVIndiaChannel.Theshowwasfirstairedin2003and MTV Roadies isayouth-basedpopularrealitytelevisionshow Roadies? What advantagewouldyougainbyassociatingwithMTV aspiring Roadiestoembarkonthemostexciting journey ofRoadiesXtreme (L-R) GangleadersRaftaar, Neha Dhupia,NikhilChinapa inKolkata toenable MD, M&BFootwear Inderdev SinghMusafir

3 SHOES & ACCESSORIES march 2018 Brand Focus | iD

“…we are looking at getting into an “The DNA of the ID brand is about finding aggressive distribution strategy across India.” one’s own Identity…”

ID shoes are available both online and offline channel of In what regions of the country do you see more growth? understating. According to you what would be really high “Currently ID Footwear is available across sales, which include all big departmental stores, footwear- And what’s your growth projection? sales density factors in India? specialised stores and premium footwear stores. As per the Currently ID Footwear is available across 300 stores which As per our understanding and learning from the past two 300 stores which includes all major Modern current market response and the kind of marketing activities, include all major modern retails chains and key account decades, we have come to the conclusion that every region Retails Chains and Key Account stores such as we have aligned for the coming season. We are looking at stores such as Metro, Lifestyle, Central, Shoppers Stop and within India has its distinguished preferences and demand, Metro, Lifestyle, Central, Shoppers Stop and getting into an aggressive distribution strategy across India. selective regional chain stores and MBOs. Starting with and if we can align ourselves to this, there is a huge sales Southern and Western parts of India covering Karnataka, potential in each segment. selective regional chain stores & MBOs.” How would you strategize your digital initiatives to gain Andhra Pradesh and Telangana, Tamil Nadu, Kerala and brand visibility? Maharashtra, we plan to expand the ID footprint to the other Could you share with the readers the most exciting thing We are already investing heavily on ATL and BTL activities markets of India within this year. It is tough to forecast as to happening at your brand? to increase brand awareness. Digital marketing is a focus which region will contribute more on numbers, though the The DNA of the ID brand is about finding one’s own Identity. Who would be a typical consumer for this brand? medium of advertising for us largely due to changes in south market has shown some very encouraging numbers. Our endeavour is to connect with the Youth of India through The core consumer group of ID falls between age group 18- consumer behaviour. The youth of today is spending a We are targeting exponential growth in the coming 3 years as the CULT Fashion that we have to offer, which will help them 25 years who are college-goers and young professionals, who good amount of time on smartphones and internet to keep currently ID shoes are only available in selective zones and in Celebrating their own ID. have a knack to do things differently, go beyond conventional themselves up-to-date with current trends, and actively we have yet to cover the major markets of India. boundaries, follow new fashion trends, love music and participate in voicing their opinion on social media even if participate in off-beat events. it is rebellious, and these are the core customers of the ID What would be the retail marketing strategy in the coming brand. The brand is very active on all digital and social media years? How do you see your brand being positioned today in the platforms like Facebook, Twitter, Instagram and YouTube. Work is on for expanding the ID brand portfolio into apparels Indian market? Within a short span of one-and-a-half-year ID has more than and accessories such as belts, socks, wallets, bag-packs etc. ID is positioned as a “CULT” brand, and has a unique 3,00,000 followers on its Facebook page, which is a testimony Hunt is on for suitable channel partners to build the ID brand following amongst the youth. Every product is distinct of its brand liking amongst youth. across all fashion product categories. By the 2020 we are compared to what is available today in the cluttered footwear Similar to MTV Roadies, we have plans to align the ID targeting to open a minimum of 50 standalone ID flagship market. Special surface treatments on leather, investment brand with other such marketing activities/integrations on stores across all major cities of India. These stores will be a on exclusive moulds and dies make it authentic within its TV and Social/ Digital platforms. ID’s new TVC is already showcase of ID’s DNA and in turn will facilitate the launch segment. running on MTV and other Viacom and Social Media of the India’s first Cult Fashion brand in other international channels to promote the brand, and this will continue till markets. What strategies have you adopted to expand your presence December 2018. in the country? You must have surveyed Indian market for a better SHOES & ACCESSORIES march 2018 SHOES & ACCESSORIES march 2018 SHOES & ACCESSORIES

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