Assistant Editor, Indianretailer.com, Franchise TV & Retailer Media Dec, 15 2025 /
For decades, Relaxo Footwear has remained a household name across India, not just because of its scale, but because of its deep understanding of Indian consumers. From metros to small towns, the brand has built a strong retail and franchise network rooted in affordability, quality, and accessibility. Over the years, the company has stayed committed to three core pillars: quality, affordability, and availability. While fashion trends and consumer behavior continue to evolve, these fundamentals guide every business decision.
Recently, the brand unveiled its Spring/Summer 2026 Collection at the Distributors Meet. The new lineup reflects the brand’s keen understanding of changing lifestyles, bringing together comfort, functionality, and contemporary design for how India walks, works, and expresses its style. In the event, Gaurav Kumaar Dua, Whole Time Director, Relaxo Footwears Limited, shares how the brand continues to lead India’s footwear market, its franchise strategy across brands, and why emerging cities are central to its future growth.
Multiple Power Brands, One Strong Retail Backbone
Relaxo Footwear operates several well-known brands, including Sparx, Flite, and Bahamas, each catering to a specific consumer segment. Sparx targets young, active consumers with an athleisure focus. Flite addresses everyday comfort needs, while Bahamas offers a more casual, colorful appeal. It currently operates more than 400 exclusive brand outlets across India. Internationally, Relaxo has a presence in over 30 countries. Its global growth strategy is focused on distributor-led partnerships, enabling the brand to adapt to local market needs while gradually building relevance. Rather than chasing numbers, the company prioritizes long-term market fit and brand acceptance.
Relaxo Aligns Expansion with India’s Rising Tier II Aspirations
While metro cities remain important for visibility and trend leadership, Relaxo sees its strongest growth momentum coming from Tier II and Tier III markets. These cities are witnessing rising aspirations, improved infrastructure, and increasing brand awareness. Its expansion strategy is closely aligned with this shift. A large share of new store openings is happening in smaller cities and towns, where organized retail is expanding rapidly, and consumers are increasingly choosing trusted national brands.
Speaking about the brand’s presence in the market, Dua mentioned, “Our omnichannel strategy is focused on delivering a seamless experience across digital platforms and physical stores by improving inventory visibility and system integration and keeping stores experience-led. Whether customers start online or in-store, the journey must be smooth and connected. Drawing from decades of experience, we see comfort, value, and multipurpose usage shaping footwear demand, while speed, accessibility, store experience, and a strong understanding of regional preferences are becoming critical for retail success.”
A Proven Retail Model That Reduces Franchise Risk
The company’s franchise and retail strategy is designed to give each brand its own identity while benefiting from Relaxo’s strong backend systems. Supply chain strength, manufacturing capabilities, and operational efficiency allow franchise partners to focus on retail execution while the brand ensures consistency across stores. It uses a hybrid franchise model, primarily offering Franchisee-Owned Franchisee-Operated (FOFO) and Company-Owned Franchisee-Operated (KOFO). When selecting franchise partners, it looks beyond financial capability. While investment readiness matters, the brand places equal importance on the partner’s understanding of the local market, operational discipline, and long-term commitment.
The brand provides comprehensive support to its franchise partners at every stage. Even before a store opens, teams assist with location analysis, feasibility studies, store design, and inventory planning. Visual merchandising and layout support ensure brand consistency across locations. After launch, franchise partners receive ongoing support through marketing initiatives, staff training, technology systems, and operational guidance. This allows franchisees to focus on daily operations while Relaxo strengthens the ecosystem around them.
“Looking ahead, we will continue steady retail expansion with a strong focus on emerging markets and high-potential towns. Our demand-led approach ensures sustainable, profitable growth. We offer franchise partners stability, scale, and a proven model that lowers risk. Aspiring franchisees should understand their local market, stay patient, and build for the long term, combining local insight with the strength of a national brand,” Dua concluded.
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