Abros wants its Made-in-India footwear to leave an impression globally

For Pradeep Sharma, the world of shoes wasn’t unfamiliar territory. His family ran a successful soles manufacturing company for nearly three decades.

Which is why him and his brothers Anil, Sandeep, and Kailash were determined to make a business that could outpace international rivals. “In our years of manufacturing, we noticed that many Indian brands did not focus much on innovation. They often copied existing designs,” says Pradeep Sharma, the COO and Co-founder of Abros Sports International Pvt Ltd. 

It has been two and a half years since this idea turned into a reality. Abros has sold 60 lakh pairs of shoes in FY23 and counts Campus and Relaxo as its competitors, in a market that was last valued at $15.22 billion in 2022, as per a report by Maximise Market Research. 

Making accessible footwear for Indians 

For industry veterans like the Sharma brothers, setting up Abros was about making high-quality innovative products accessible to people who make Rs 20,000 -Rs 30,000 a month.

Abros made its pricing suited for the mass market, striking a balance with the quality of the products. Its range of sports shoes starts at Rs 699 and goes up to Rs 3299, adhering to the norms set by the Bureau of Indian Standards (BIS). 

“What sets Abros apart is not just our swift rise but also our commitment to quality and 'Made in India' products,” says Pradeep.  At the moment Abros has a lineup of 1500 Stock Keeping Units (SKUs), all produced within the country.

The company consistently enriches its portfolio with new products every month. It works on improving the existing lineup and innovates to create fresh offerings. The collection includes everything from sports shoes to clogs for people of all ages and genders. 

Marketing the products

For any company in the shoe game, getting the marketing strategy right is of utmost importance. Abros’ in that regard, was strategically focused on point-of-purchase placement, leveraging banners, low sign boards, and cut-outs in locations where customers make purchasing decisions. 

Initially, it used newspaper advertisements and hoardings, but subsequently shifted its focus to point-of-purchase placement, which is prominently visible in approximately 4000 retail locations across the country.

“We give special attention to packaging,” says Pradeep. “This sets us apart from regional brands that may overlook this aspect due to logistical costs. For products priced above Rs 1000, the packaging is comparable to that of any international brand in the market,” says Pradeep.

"Our main sales come from physical stores, but we've also started giving attention to online platforms," he adds.

The brand has a wide reach across India, with a network of 16,000 retailers and 70 to 75 distributors. Additionally, it sells through e-commerce platforms like Myntra, Amazon, Flipkart, Nykaa, and its own website.

"In the fiscal year 2023, we generated approximately Rs 10 crore in revenue from online sales. There's significant potential for us to tap into in the online market," says Bhardwaj. In FY24, the company plans to focus more on expanding its footprint in the online market. 

Figuring out how to execute Abros

“We have a well-established 30-year-old family business (Narmada Polymers) that specialises in soles manufacturing. It was started by my father, Ramesh Sharma,” Pradeep Sharma tells SMBStory. Narmada manufactures shoes for various domestic and global brands including Bata, Hush Puppies, FCUK, Benetton, and Campus, among others. It was the first company to introduce phylon soles in the Indian market. 

Pradeep and his brothers picked up from Narmada’s success and set up the company in 2020, but had to drop all its plans during the pandemic. This is when Pramod Sharma, the former COO of Campus Shoes came into the picture. 

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This new-age brand clocked Rs 1,245 Cr turnover in FY21 by providing affordable, quality, and fashionable footwear

As Pradeep puts it, Pramod had the experience in sales and branding that Abros needed. So when he decided to join the company in 2021, it was a pivotal moment for Abros.

Today, several other brands in India take after Abros, with some even copying styles similar to its flagship products like its Hyperfuse range, says Pradeep. 

"The shoes are manufactured at Narmada while innovation and design are driven by Abros. The infrastructure at Narmada supports our manufacturing," says Hitesh Bhardwaj, AVP of Sales and Marketing at Abros.

While its flagship range starts at Rs 2199, according to Pradeep, it is still challenging to sell products above the 2000 mark in India as consumers often prefer branded options available in the same range. 

This is where Abros’ price factors in. Bhardwaj points out that the company's ability to lower product prices is a result of its tight control over the entire supply chain from making soles, to basic compounds, and uppers. Furthermore, the team's deep understanding of footwear materials allows them to use the right chemicals efficiently.

“Our upcoming product Hyperbeads will be an upgraded version of Hyperfuse, priced between Rs 2500 to Rs 3000. If you buy similar products from brands like Adidas or Xtep, it will cost around Rs 8000 to Rs 10,000,” says Pradeep.

Abros has another popular product line in the running shoes category, called COOLRIDE PRO, which is priced at Rs 1119—of which 1 million pairs were sold in FY23.

Abros opened 11 exclusive stores in FY23 across Delhi, Alwar, and Jaipur in FY23. In FY24, the company has plans to open 15 more such stores. 

It has kick-started exports in the Middle East with plans to have a presence in 50 countries in the coming years.

“In three to four years, we plan to touch the Rs 1000 crore mark in revenue and go for an IPO,” says Pradeep.