Right foot forward

Skechers, a late entrant in the Indian market, struck gold by going after the untapped walkers’ market 

Photographs by Soumik Kar

Rahul Vira, CEO, Skechers South Asia, likes to push his walking shoes to the limit every morning. It’s one activity he won’t give up easily for it energises him in more ways than one. Be it his early morning walk or the walk to the metro, which he takes to get to work occasionally, he likes to put himself in other people’s shoes. Okay, at least watch other people’s shoes. Walking, after all, has been the secret sauce in Skechers’ impressive growth in India, since the company’s launch in 2012, as a joint venture with Future Group. Skechers has been a relatively late entrant in the Indian footwear story. In just six years of being in India, it has become a Rs.3.4-billion brand. India makes for 1.2% of its global revenue and the company is hungry for more.