- Asian Footwears was among the early footwear brands to embrace e-commerce in India. What prompted the company to enter the online retail space as early as 2010?
Back in 2010, when most footwear brands were still focused primarily on traditional retail, we saw e-commerce as a game-changing opportunity. We believed the internet would redefine how consumers discover and buy products, and we wanted Asian Footwears to be at the forefront of that shift. Entering online marketplaces early allowed us to take our products to customers across India, break geographical barriers, and gain real-time insights into evolving consumer preferences. More importantly, it helped us build a direct relationship with our customers and become a more agile, data-driven organisation.
Looking back, that early decision not only accelerated our growth but also laid the foundation for Asian Footwears’ strong digital presence and nationwide reach today.
- Having witnessed the evolution of digital commerce over the years, how have consumer expectations and buying behaviours changed in the footwear category?
Consumer expectations have evolved remarkably. In the early days of e-commerce, footwear was largely a value-driven purchase, and people bought online primarily for discounts and convenience. Today’s consumer is far more informed and discerning. Quality, comfort, durability, and design now matter as much as price, and customers look for products that offer genuine value for money.
Expectations around the shopping experience have risen just as sharply. Consumers want detailed product information, quick delivery, and hassle-free returns as a standard part of every purchase. For us, the lesson has been to keep listening: we continuously adapt our designs, our quality standards, and our online experience to these rising expectations, because today’s consumer rewards brands that pay attention.
- Asian Footwears has built a strong presence across both online and offline channels. What are the key elements of an effective omnichannel strategy today?
An effective omnichannel strategy, in my view, rests on consistency. Whether a customer discovers our products online or walks into one of our stores, they should experience the same quality, trust, and service. Today’s consumers move seamlessly between channels; they often research online before buying in a store, or the other way around. That makes uniform pricing, product availability, responsive service, and consistent brand messaging across every touchpoint essential.
At Asian Footwears, we have always focused on understanding our customers’ preferences and using those insights to make shopping simpler and more personalised, no matter which channel they choose.
- How has technology helped Asian Footwears enhance customer experience and strengthen engagement across digital platforms?
Technology enables us to respond quickly to what our customers need. We use data analytics to understand what customers like, refine our products accordingly, and make shopping on our website and apps effortless. It also allows us to engage customers through personalised communication, fulfil orders faster, and provide responsive support whenever they need it. Whether it is helping a customer find the right style quickly or ensuring an order reaches them sooner than they expected, technology quietly shapes every step of that journey.
For us, technology has never been about digitising operations for its own sake. It is about delighting customers and continuously elevating the brand experience. That is how we build lasting relationships with our customers and ensure that every interaction with Asian Footwears is a positive one.
- Can you tell us more about Asian Flash and the role it plays in improving convenience and accessibility for customers?
Asian Flash is central to our effort to make shopping truly convenient. It is our 60-minute delivery service, through which customers in serviceable areas can order footwear from the store nearest to them and receive it in about an hour. What makes it special is that customers can choose from the store’s entire range rather than a limited selection, and they can even try the shoes on at home before deciding.
By combining our retail store network with technology, Asian Flash brings together the immediacy and assurance of in-store shopping with the ease of buying online. It reflects our commitment to meeting customers wherever they are, in the way that suits them best.
- Comfort-first footwear has gained significant traction in recent years. What factors are driving this shift among consumers?
I believe consumers today lead more active, fast-paced lifestyles, which has made comfort a key consideration when choosing footwear. Whether it is for work, travel, fitness, or everyday wear, people are looking for shoes that can support them through the day without compromising on style. At the same time, there is greater awareness about foot health and the importance of good cushioning, flexibility, and lightweight materials. This shift has encouraged brands like ours to continuously innovate with advanced comfort technologies while ensuring our products remain stylish, durable, and accessible to a wide range of consumers.
- As a woman leader in India’s manufacturing and retail sector, what has your leadership journey been like, and what lessons have shaped your approach?
Leadership, for me, has always been about responsibility, resilience, and continuous learning. Over the years, I have seen the business evolve alongside changing consumer expectations and technological advancements, and that has taught me the importance of adapting while staying true to our core values. Leading our e-commerce initiatives has further reinforced the need to be agile, customer-focused, and open to innovation. As a woman leader, I believe leadership is not about authority but about building trust, empowering teams, and leading with consistency and integrity. Those principles have shaped my approach and continue to guide every decision I make.
- Looking ahead, what are the key growth opportunities you see for Asian Footwears and the broader footwear industry in India?
The Indian footwear industry has tremendous growth potential, driven by rising demand for branded products, the rapid growth of e-commerce, and increasing opportunities for Indian manufacturers in global markets. For Asian Footwears, our focus is on strengthening our omnichannel presence, expanding our retail reach from 30,000 to over one lakh outlets, investing in innovation and manufacturing, and making shopping ever more convenient through quick commerce and other technology-led initiatives. We believe the brands that can consistently deliver quality, comfort, innovation, and accessibility at scale will be best positioned to lead the next phase of growth.
