Veena Ashiya recalls noticing in New York where most women carried an extra pair of heels to switch to after work for dinners. This was alien to India.

Veena Ashiya

 Based on the concept- Life here is too chaotic, people are on the move with unplanned events that pop up every now and then- Monrow Shoes was born. There was a need for footwear that offers both comfort and style, and Monrow is ensuring that its customers get the best of both worlds, the brand’s founder informed in a tête-à-tête with S&A.

Creating and Launching Monrow Shoes

When Veena Ashiya, the founder of Monrow Shoes, was working in New York, she noticed most women carried an extra pair of heels to switch to after work for dinners. This concept is alien to the Indian market. “Life here is too chaotic, people are on the move with unplanned events that pop up every now and then”. This is how the concept of creating Monrow Shoes came into place. Plus, Indian women mostly have broad feet which tend to swell by the end of the day. With no room to expand, this increases the pain and discomfort. Monrow looked into these troubles and came up with footwear that is easy on the foot and pocket.

Brand’s Uniqueness

There was a need for footwear that offers both comfort and style, and Monrow is ensuring that its customers get the best of both worlds. This is what sets us apart from the other brands in the market. The choice of our materials provides impeccable comfort without compromising on style.

Product Portfolio

We have a good range of shoes to cater to everyone’s needs. Want to go to a party or a formal meeting? Monrow has it all in store for you! Monrow Shoes aims at creating styles that not only meet the needs and expectations of women but also ensures that the shoes provide extra comfort. Our top sellers include Moroccan styles, convertible sneakers, and tie-up heels.

Target Audience

Our target audience lies in the age group of 25-35, who are mostly from Hyderabad, Bangalore, Chandigarh, Delhi and many more cities across India.

Retail Strategy

Understanding the audience is what Monrow Shoes does before launching its products in the market. The audience wants comfort with fashion when it comes to wearing a shoe and ours is the perfect brand for this. This is what sets the brand apart from the rest in the market. We are present in 15 offline stores, and also available on top e-commerce platforms like Myntra, Amazon, and Jabong. We believe in having business at the right place for the right audience.

Growth Projection

There is a huge gap in the market. This is precisely the reason behind us focusing on having its segmentation within a minimum set of radius so as to get more audience. Our sales will keep improving in this competitive market. Our growth projection will depend on the amount of revenue that we get. India has about 1.3 billion people and Monrow sees the perfect way to increase its sales and have around 150 stores within the next 3-4 years.

Indian Footwear Consumers

There was a time when women only wanted comfort and durability while wearing shoes. Now it’s all about fashion. No brand has explored the area of fashion with comfort. This is where we are bridging the gap.

Challenges 

As for any emerging brand, it is challenging for us to show its potential in the competitive market that it is in. This is something that any brand faces considering the fact that consumers want change and that can only happens with creativity. We aim to achieve this through creatively designed shoes that provide extra comfort.

New markets

We plan on opening up stores internationally in Dubai, Korea, and the Philippines following which we want to go worldwide.We also plan on having a franchising business including stand-alone stores in India.

Measures to overcome Challenges

For any brand to be successful in the market, one needs to have nearby warehouses for operations to run smoothly. Not to mention good venders who will be willing to take active part in completing all the necessary orders well on time.

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