Walkaroo will be focusing on segments relevant to the youth: VKC Noushad
VKC Noushad, Managing Director, u4ic International Pvt Ltd, on how the group is strengthening its brand image, signing Aamir Khan as brand ambassador, their marketing plan and more
Walkaroo from U4ic (Euphoric) International, a VKC Group company, has signed Aamir Khan as their new brand ambassador. The recently went for a brand refresh and are focusing on sports, lifestyle and casual shoes.
In a conversation with exchange4media, VKC Noushad, Managing Director, u4ic International Pvt Ltd, spoke on how the group is strengthening its brand image, signing Aamir Khan as brand ambassador, their marketing plan etc.
From Hawai Chappals to PVC Chappals to PU footwears, can you elaborate on VKC’s journey of 33 years? How did you adapt to the technology changes in all these years?
We have been one of the very few companies to adopt to technology in our business process. We adopted SAP-enabled business process from early years and we were one of the early adopters of robots in footwear manufacturing in India.
Walkaroo is gearing to strengthen its brand image. What are the strategies that the brand is going to follow?
We have recently done a brand refresh. We are focusing on sports, lifestyle and casual shoes. We have planned new launches in these categories for Diwali season. Walkaroo is available in all major tier-1 and tier -2 cities throughout the country with our widespread network of 550+ dealers and 1.5 lakhs retailers. We are also present on e-commerce channels like Flipkart and Amazon.
We currently have 4+ Walkaroo stores. We have opened three Walkaroo stores under franchise mode in south Indian states. We are targeting to reach 20+ stores by the end of this fiscal under franchise mode. Our website is e-commerce enabled. Customers can get trendy footwear at www.walkaroo.in
You have signed Aamir Khan to be the face of Walkaroo. Tell us about your brand campaign ‘Be Restless’ and the ways in which Aamir will enhance the brand value?
For today’s younger generation, goals are like stars in the sky – forever moving and countless. For them, discontentment is the only form of contentment. Their inspiration, drive and energy are all based on one thing – Hunger for more.
Walkaroo is today’s generation confidant. Together we pledge to never settle but always remain unsettled. Together we pledge to avoid moderation and believe in doing the excess. Together we pledge to never rest but always be in a state of restlessness. Be restless is the mantra for today’s generation.
Please throw some light on VKC Group’s Footwear Design and Development Centre?
We have a 50-member young dynamic footwear and design team drawn from campuses of FDDI, CFTI and NIFT that works with latest design softwares. We have tied up with international design studios to bring latest fashion trends to our design, thus democratising the fashion for Indian youth.
Tell us about your marketing plan
We will be reaching to our target group through television, radio and print media and through BTL activities. Our marketing plan also consists of outreach on digital platforms since most of our TG is digital natives.
We run promotional schemes for channel partners during April to May and December to February, and the same is communicated within the market sphere through our widespread retailer and dealers’ network, which ultimately ensures our brand presence in retail outlets.
What are the factors you attribute the company’s success to?
From inception, we were known to provide the best quality for the price of our customer pay, which, made our brands grow faster than the competition in the mass segment. In mid-segment, with brand Walkaroo, we continue to hold the same value and provide affordable fashion in footwear to the youth. We firmly believe we will be able to democratise fashion to today’s youth by offering the latest trendy design footwear choices at affordable prices.
What are you targets in terms of revenue and sales growth?
We want to grow to a business of Rs 1000 crores for Walkaroo in two years. For that, we are working on different go-to market channel strategies and expanding our current reach through our retail and dealer network.
What next for VKC Group?
We are planning to bring more product choices for our target segments. Walkaroo would be focusing on segments relevant to the youth like sports and lifestyle shoes, casual footwear like flip-flops/sports sandals and non-leather formal shoes.
We are planning to increase our reach to consumers through various channels like e-commerce, exclusive stores, and by building up our existing retailer network.
And to increase consumer awareness, we plan to increase our promotional campaigns focused towards our TG.
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