Warrior : Liberty's latest safety shoes


Indian army requires a whopping 2 lakh pair of boots in order to be war ready at high altitude regions.

The above finding of the Parliamentary standing committee on Defence alone highlights the potential demand of Safety shoes in our country.

Similar requirements are also there from other verticals of security forces namely CRPF, BSF and state police etc. To add to it, the likely offtake in manufacturing activities in country amid “Make in India”, would push requirement of such shoes as they are mandatory for construction and allied activities.

Keeping the burgeoning demand in mind, India’s second largest shoe manufacturer, Liberty Shoes Ltd. is going all out to promote its Safety shoes, aptly named ‘Warrior’. The company is extensively promoting ‘Warrior’ through digital platforms like Facebook and is also looking to promote the shoes outside India as well. Towards this end, company has recently launched 7 Micro sites, dedicated to seven countries including the likes of UAE, Saudi Arabia, Kenya, Nigeria, Tanzania and Uganda including India.

‘Warrior’ has been Liberty’s bestselling brand over last couple of years in the institutional segment. The company sold close to 02 million pairs of ‘Warrior’ last year accounting for revenue close to Rs 150 crore, which is close to 30% of its entire sales. Of this exports accounted for Rs 35 crore. This year, Liberty is targeting 30% growth on the same.

Mr. Adesh Gupta, Chief Executive Officer, Liberty Group would be happy to share the company’s strategy for ‘Warrior’ in details as well as Liberty’s growth strategy including plan for retail and expansion in tier II and tier III cities.

Do let us know how we can take this forward