Ambud Sharma wanted to position an Indian brand in the world market, and thus Escaro Royale was born. The idea was to use the best possible materials to give the end customer luxury experience with excellence in customer service. Currently, the brand stands head to head with some brands in handcrafted luxury space and is gaining momentum in the luxury circles of India. The founder told S&A, “Escaro Royale is based on “Luxury with Attitude” concept. We are a premium handcrafted men’s luxury brand with an overtone of handpainted leather – something that is not only exotic but also very difficult and time consuming to manufacture with accuracy.”
Escaro Royale’s Journey
Escaro Royale started off as a challenge to understand how international brands position themselves and how “storytelling” is a big part of brand building. We wanted to position an Indian brand in the world market, and thus Escaro Royale was born. The idea was to use the best possible materials to give the end customer luxury experience with excellence in customer service.
Currently, Escaro Royale is standing head to head with some brands in handcrafted luxury space and is gaining momentum in the luxury circles of India. Moreover, through the online penetration, we are now able to ship worldwide with the most traction in US and European markets.
Brand’s DNA
Escaro Royale is based on “Luxury with Attitude” concept. We are a premium handcrafted men’s luxury brand with an overtone of handpainted leather – something that is not only exotic but also very difficult and time consuming to manufacture with accuracy. We have mastered the handpainted leather art and also able to provide consistent user experience to our handpainted shoes and bags customers. That’s our biggest evolution over the past few years.
Product portfortlio
Escaro Royale is a complete men’s premium luxury brand with shoes, bags, wallets, belts, cufflinks and some other small accessories included. Currently, we don’t operate in apparels space. We have both handpainted and pre-tanned leather products with footwear being the largest part of our product portfolio.
Retail and promotional strategy
Our promotional strategy is mostly based on fashion house collaborations. online promotions and grassroots activation with a great focus on organic growth. We, as a company, are not in favor of inorganic growth or growth hack – since we believe that organic growth and organic word of mouth will reap much greater benefits in long term.
Ideal Escaro Royale customer
Business house owners, CEOs and highly paid professionals are our main customers. They are mainly concentrated in tier 1 and 2 markets. We have been able to create a very loyal fan following in these segments.
Challenges in Indian footwear market
The Indian consumer is still warming up to the classy designs and high-end leather products from an Indian brand. Considering the European and American price points of similar products, the Indian consumer isn’t yet ready to pay more than 25,000 rupees for an Indian brand – breaking that barrier through awesome content, unique products and perception-building is what Escaro Royale is currently working on.
Measures
Support from the government to allow for more tax benefits and other benefits to fashion tech entrepreneurs like myself to allow for greater investments in branding, better products and technological developments.
Escaro Royale in five years
We will be opening experience centers in O2O model to allow for seamless shopping for our customers. We will be investing into AI-based prediction modeling for forecasting and inventory planning ; and also machine learning-based customer experience. As a company we are positioning ourselves to be a tech-driven consumer-focused luxury company. We envision ourselves to be a Rs 300 Cr brand by end of 2023 with very high strategic advantage in technology and consumer satisfaction.
