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Mohan Padmanabhan

Kolkata, Sept. 5 Hi-Tec Sports plc of UK, considered the third largest global outdoor footwear brand, on Monday announced its foray into India by signing an agreement with Chogori India as its master licensee to market its range of footwear in India, Sri Lanka, Bhutan and Bangladesh.

Talking to Business Line here on Monday, Mr B.D. Nathani, Director-Sales and Marketing, Chogori India, said a 10-year agreement has been signed, covering Hi-Tec’s Outdoor, Court and Athletic categories, in addition to the appa rel range. He said the plan was to have 25 multi-brand stores in the region within the next one year, and an exclusive own store in Kolkata in 2008.

He said the UK company, with global sales of over $250 million, specialised in squash, badminton and tennis shoes (it is said to be frontrunner in footwear for indoor sports), and has achieved commercialisation of 500 Hi-Tec styles in 80 countries.

According to Mr Nathani, Hi-Tec shoes will be available across 15 States starting mid-September at multi-brand retail stores like Reliance Industries’ Reliance Mart, Life Style, Metro Shoes, Regal Group, and Shoetree.

Mr Nathani said Chogori plans to enter eastern India through the distribution route, and has appointed the Kolkata-based Pisces Shoes to service West Bengal, Sikkim and Orissa.

He said Hi-Tec footwear, priced between Rs 1,999 and Rs 4,999, will initially be available through the multi brand outlets (MBOs). He said the products will also be available at key footwear stores in the city like Metro, Mochi, Regal, Planet Sports and Pantaloon PAIRS.

Mr Nathani said the company’s sales target for 2008 was at Rs 20 crore (through sale of one lakh pairs), Rs 35 crore in 2009 and Rs 50 crore by 2010. He expected the eastern region to account for 15 per cent of total sales.

He said Chogori India, which now distributes brands like ‘Crocs’ and ‘Hi-Tec’, was in the process of bringing three more international lifestyle brands into India.

On the strategy for India, Mr Nathani said the UK company will pursue its worldwide commercial strategy of focusing on the mid-price market segment, which has secured for Hi-Tec a wide and varied distribution network to include both sportswear retailers and general “High Street” shoe shops.

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