Sierra India Pvt Ltd, the official licensee for Walt Disney shoes in India, is ready with its range of shoes for the little ones under the brand name “Disney Shoes.” The company launched the shoes on Monday across India and the advertisement for the same is scheduled for February 14, confirmed a senior company official. On the sales target, he said, “The company is looking at Rs 8 to 10 crore this year.”
“The product will be available in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, Guwahati, Chandigarh, Haryana, Lucknow and Chennai in its first phase. In the second phase, we are spreading to Cochin, Himachal and Uttar Pradesh,” he said. The company is manufacturing these shoes in China and importing them to India. The shoes will be available between Rs 150 and Rs 850. “We are targeting children between the age group of 0-10 years and the cartoon characters that will be introduced are Mickey Mouse, Winnie the Pooh and Disney Princess. Mickey Mouse will certainly be the highlight,” he said.
On the promotional strategy, he said, “We are coming up with print ads on February 14. Other than this, there will be a lot of emphasis on PoS, in-shop promotions, events for children in malls and PVR cinemas etc.” As of now, the major players in the Rs 100-crore organised kids segment include Liberty, Action and Bata. Liberty, with its ‘Footfun’ kids shoes brand, is the leader in the category. Footfum enjoys a 40 per cent market share with annual sales of Rs 40 crore.