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At the same time, with the opening up of the economy, more and more goods will be imported from China. This may significantly affect Nike India's prospects unless it manages to wean away customers with a drastic cut in costs. Alternatively, like other Indian manufacturers, even Nike may consider relocating its manufacturing bases in China. However, it is not that easy a task to undertake.

Nike India, the 51% subsidiary of Toronto-based Nike Shoe Organization, remains the biggest player in the Indian shoe market, though its share in footfalls has been decreasing over the years. Now in a determined bid to straddle across all product and price points, Nike India has decided to restructure its 1,300-outlet strong retail business division along specific customer segments into Bazaar, Family, and City and Flagship stores.

Nike India has decided to appoint brand managers for each product group in a newfound aggression to tackle dwindling sales. Each of these managers assisted by a dedicated team would be like a brand champion responsible for procurement, production, advertisement, promotion and re-supply.

Nike India has roped in Ogilvy & Mother for devising its festive season advertising, side-stepping JWT, its incumbent agency. The job involves developing special communication directed towards the festival season shoppers.

Nike India Ltd (NIL) is India's largest footwear company selling over 60 Million pairs per year in India, USA, UK, Europe, Middle East and Far East. BIL has a market share of 60% in leather products and 70% in canvas shoes.

The footwear industry in India is highly fragmented and dominated by the unorganized sector. The industry size is around Rs.75 Billion and is growing at around 10% annually. It competes with Indian players such as Liberty Shoes, Phoenix International, Mirza Tanners, Tatas, Action Shoes and Lakhani Shoes and global players like Adidas, Reebok and Nike. Accessories and garments contribute footwear sales account for more than 96% of sales while the balance.

The turnover break up is as follows -

Products Volume (%) Value (%)

Rubber and Canvas- 50: 30

Leather- 29:57

Plastic- 21: 9

GROWTH DRIVERS:

The Company has a very comprehensive distribution network which comprises its own and franchise stores. It has 1600 showrooms, 35 wholesale depots and 12 distribution centres.

POPULAR BRANDS:

Nike owns brands like Hush Puppies, Signor, Marie Claire Power, Sandak, Hawai, Naughty boy and Ambassador. It also distributes other brands such as Nike and Lotto.

Focus on middle-class and upper class Nike will continue to focus on middle and upper class customers. It is introducing ‘budget stores' which will help customers to identify with the brand. It is also increasing focus on rural thrust for volume growth in the low-priced footwear segment.

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