In view of challenges triggered at border, India-based footwear brand Liberty is now reaching out to small businessmen, retailers and multi-brand outlets (MBOs) who were earlier dependent on China for exports, by providing them the required product directly from its stores under an economical price range, catering to the needs of tier 2 and tier 3 cities.

With this Liberty has opened a slew of opportunities for footwear industry in India, with negative sentiments against China working in India’s favour. Liberty Shoes already took the pledge to strengthen the roots through Local for Vocal and #AtmaNirbharBharat campaign that were launched under the leadership of marketing head at Liberty Shoes, Barun Prabhakar. “Considering the Pandemic and the current border tensions, the management has decided to stop the import of raw materials from our neighbouring country China for manufacturing of our shoes,” Anupam Bansal, executive director retail at Liberty Shoes, said in a press release. We will start taking orders from all our retailers, distributors and MBO’S (multi-brand outlet) for the raw material used in making shoes. In order to protect the interests of our stake holders, we will start making the same at our Karnal factory and serve them.”

Established in 1954, the Liberty Shoes presently produces 50,000 pairs of footwear a day through its six manufacturing units, sold through 6,000 multi-brand outlets and 350 exclusive showrooms, and has a presence in 25 countries, with 50 showrooms outside India.