(L-R) Chinthaka Wanigasekara GM and Fouzul Hameed MD , Hameedia; Lokesh Chopra, Head Sales, PRO Shoe Care, Ketan Vyas, MD, PRO Shoe Care
Led by Ketan Vyas, leading manufacturer and exporter of premium shoe care products and accessories M. V. Shoe Care started its successful journey with the German brand WOLY in 2009. Driven by a strong sense of passion and armed with almost a decade of experience in shoe care industry, it launched its own brand PRO in 2016 and has emerged as an undisputed growth engine of the segment by providing professional Shoe care products to discerning consumers. The company’s Promoter and CEO told S&A, Indian consumers are becoming more and more conscious of their health, overall wellness and comfort.
M.V. Shoe Care
M. V. Shoe Care (MVSC) is a leading manufacturer and exporter of premium shoe care products and accessories, insoles and foot care products. The company started its journey with the German brand WOLY in 2009 and elevated it to the number two position in India within a span of two years. 
Driven by a strong sense of passion and armed with almost a decade of experience in shoe care industry, MVSC launched its own brand PRO in 2016 and emerged as an undisputed growth engine of the segment by providing professional Shoe care products to discerning consumers. The team at MVSC is committed to providing all round excellence to its consumers and channel partners through continuous innovation, unmatched service standards and undisputed focus on quality.
Products
Our insoles portfolio is aimed at providing utmost shoe wearing and walking comfort. The product portfolio is divided into 3 categories, active, ease and gel comfort, based on functionality and use of the insoles.
Under the active category, we have a range of specialized, technically sophisticated products for sports and outdoors. Each product has a defined functional profile required for enhancing the performance during the activity.
In our ease range of insoles, we have a selection of high-quality materials like Memory Foam, Latex Foam and Cotton Terry. Each material has its own diverse features that provide ease and comfort to the feet throughout the day.
As the name suggests, in Gel Comfort range we have insoles made from high quality gel, which makes walking and other activities extremely comfortable. Soft gel cushions the feet lending the feet a perfect grip with a soothing massage effect while walking and when standing. They provide stability and comfort.
Uniqueness about the Products
Our consumer is ambitious, hard working and a go-getter. In this fast-paced life he wishes to perform diverse set of activities and give his best at everything he does. His work is challenging and involves standing and walking for long hours at times. 
We provide our consumer with a range of insoles that reduce the pressure on the feet and legs and help improve his performance. With PRO by his side, he can do much more and take the world by a stride. Our products are sourced from global leaders in their product category. Combining this with manufacturing and design excellence we are able to bring products which offer a solution to all the problems of our consumer and provide not only comfort but also confidence. We price our products such that they are affordable and are easy on the pocket.
Reason for Launching PRO
Indian consumers are becoming more and more conscious of their health, overall wellness and comfort. In today’s hectic environment the roles and responsibilities of our consumers have become complex and diverse. Their life and work is challenging and people are looking for solutions that can make life simpler or add some ease. They are involved in multiple activities that add to the strain that is put on the feet and legs, be it due to work or sport or exercising. There is an increasing number of foot-related problems in India today and hence there is a huge need for Insoles in the market. We see a large need gap and demand for such products in the market. This motivated us to bring PRO Insoles range. It further helps the retail outlets provide a complete shoe shopping experience to their patrons.
Challenges
Lack of awareness on the benefits of wearing customized insoles is one of the key challenges. Wearing shoes that do not offer the best fit and comfort can lead to serious foot, leg and back problems. Shoe retailers have not retailed insoles unlike those in developed countries. However, with a great range of products, in-store promotions and channel partner training we are getting an extremely positive response from the market.
Presence in the Market
Currently the brand is launched at top stores of Metro, Mochi and Reliance Foot Prints and we have an overwhelming response at these outlets. All our clients and loyal customers have given us encouragement to go pan India. We are tying up with new distribution partners in unrepresented areas to accelerate the roll out.
High sales density Factors in India
Growing professionalism, more women going out to work, increasing purchasing power aid the willingness to spend on such products. Changing attitude towards sports for fitness coupled with increasing awareness of foot problems is providing for the increased numbers – in terms of consumers.
Profile of PRO’s typical Consumer
Major share of our consumer base is urban comprising both men and women within the age group of 25 – 44. Our consumers are hard working and are lifestyle oriented. They are looking out for new age solutions that aid them in achieving success in whatever they pursue. They want to give their best performance at everything that they do and while doing so Comfort is paramount to them.
We see and increasing number of people who are multi-tasking and are go-getters, always want to be active and be ready for anything that might come their way. They are constantly looking for products and solutions that can ease their hectic lives.
Retail Strategy
Our major focus will remain digital and in-store communications. BTL activations and outdoor are second in-line followed by print. We have a highly motivating sales training program and our service levels to the retailers are second to none.
Most exciting thing happening at MVSC
We are glad to announce that our Brand website is now live and our brand is also active on Social media Platforms like Facebook and Instagram. It is very exciting to engage with our customers and educate them about Shoe care and Insoles. We would be engaging further with our clients on Youtube with a lot of interesting content on Shoe care and Insoles.
