The Hindu Business Line : New Balance launches footwear, apparel range

NBAS sports shoes are now being imported from Vietnam, as the company's contract manufacturing arrangement with Moja Footwear of Haryana is expected to kick off only from next month.

Kolkata , Aug. 29

The $1.52-billion Boston-based New Balance Athletic Shoe Inc (NBAS), a major player in the walking and running shoes segment, launched its range of footwear and apparel in eastern India today through Royal Sporting House Distribution (India).

New Balance would be the fourth international sports footwear brand entering the Rs 600-crore Indian market, after Nike, Adidas and Reebok.

Reebok accounts for Rs 300 crore, followed by Adidas (Rs 120 crore) and Nike (Rs 100 crore).

Speaking to newspersons, Mr B.D. Nathani, Director (Sales and Marketing), Real Balance India, for RSH Distribution, said that the American giant's tie-up with RSH for distribution and marketing in India will help NBAS tap the Indian sportswear (including shoes) market faster.

He added that NBAS was aiming at 10 per cent market share within the first three years (Rs 60 crore by 2009)) and turnover of Rs 100 crore within five years.

According to Mr Nathani, the plan is to introduce the complete range of footwear and apparel in the Eastern region States of West Bengal, Orissa, Bihar and Jharkhand through the multi-brand outlets.

The prices range between Rs 1,590 and Rs 2,990 for a pair at the newly appointed distributor's outlets (like Bharat Shoes in Kolkata) and goes up to Rs 5,000 in the multi-brand outlets like Shoppers' Stop, Pantaloons and Big Bazaar, with whom RSH already has agreements.

NBAS sports shoes are now being imported from Vietnam, as the company's contract manufacturing arrangement with Moja Footwear of Haryana is expected to kick off only from next month.

Mr Nathani said that the shoes are likely to be manufactured in Uttaranchal and Himachal Pradesh (in and around the Dehradun belt), as Moja has already set up a manufacturing facility in Uttaranchal.

He also did not rule import of the shoes from China, where the American company has a manufacturing base.

Stating that there was huge untapped potential for the running and walking shoes category, which constitutes 40 per cent of the total sportswear market in India, he said that the Indian market was becoming health and fitness conscious. "We aim to capture this segment."

On the New Balance shoes' USP, Mr Nathani said that besides high functionality and comfort, they are manufactured in six different width sizes for a better fit to perform better.

"Our marketing focus is not based on celebrity brand endorsements, but on superior performance-driven products."

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