Red Chief: Providing Immense Growth Opportunities to Franchisees

Manoj Gyanchandani,Managing Director, Raman Kumar, Vice President – Retail

Raman Kumar

Vice President – Retail

India is a very complex market, which demands quality products at affordable prices. While many international brands fail to comprehend this trait and thus compromise with quality for shorter gains, Red Chief has carved a niche among the customers through its dedication towards quality & affordability. This footwear range from Leayan Global Pvt. Ltd. was launched in 1997 to address the very need of quality at affordable rates. What provides Red Chief complete control over quality and cost is its own tannery and two manufacturing units.

“We are a complete leather & footwear manufacturers. We have created a distinct brand identity by providing unique designs, categorically different from our competitors,” asserts Manoj Gyanchandani, Managing Director, Red Chief.

Believing in cent percent leather concept for footwear manufacturing to provide best quality shoes, Red Chief uses only genuine leather that not only provides durability, but also breath ability and extreme comfort. Hence, the company is renowned for its rugged, comfortable and stylish range of casual footwear.

“In the last few years, even our formal range has picked-up at amazingly faster rate, which is testament to our consistency in footwear quality, comfort, and style at competitive price, and the brand’s equity developed over last 23 years,” explains Raman Kumar, Vice President – Retail, Red Chief. Thanks to its marketing strategies too, the company is gaining quite a momentum among customers across age groups.
From digital, traditional media like TV, print, outdoor to newer marketing models akin to experiential marketing, Red Chief is maintaining consistent thrust through these mediums; more so since the company has roped-in Vicky Kaushal as its brand ambassador!

A ‘Must-Have’ Franchise Opportunity
Today, Red Chief enjoys a robust distribution network – 3000+ multi-brand outlets and its own 170+ exclusive stores, apart from the leading e-Commerce platforms. So what makes this indigenous company stand tall among the international players? It is its international exposure to technology and innovation, backed by state of the art manufacturing setup, highly competent R&D team that helps Red Chief improve efficiency in footwear production, thus providing the best of quality and the most stylist products. “Being a highly consumer-centric brand, quality remains at our forefront. We remain consistently committed to provide best of the quality, be it at the Company Owned (COCO) or Franchise Owned (FOFO) stores or any other selling platforms,” adds Manoj.

A cross all functional areas, standard procedures & systems are established, which keeps franchisees motivated and highly involved

Red Chief follows stringent checks and balances in manufacturing units, with periodic audits done at Franchise, which does not leave any gap. This is why Red Chief follows an exhaustive Franchise Selection Model, which ensures on boarding only best of the partners. Its dedicated team of professionals works very closely right from location, store design, VM and best of the merchandise. Red Chief also provides frequent staff training through experts, customer leads, consistent branding and marketing support to increase brand salience & customer footfall, introduction of innovative range and more, which makes it the most preferred choice of Franchise.

“Across all functional areas, standard procedures & systems are established, which keeps franchisees motivated and highly involved. While monetary opportunities depend upon the size of business and few other operational parameters, we ensure reasonably satisfactory return to one’s investment,” explains Raman. Going forward, Red Chief is all geared-up for deeper penetration across all states, with enhanced focus among youth. It is also constantly adding multi-brand outlets with 50 more retail stores (mix of COCO & FOFO) in the next financial year.

Further, a 360 degree marketing campaign is underway to further strengthen brand’s core positioning, which is tough and confidently stylish