CONTENTS

Chapters

1. Introduction
2. Company Profile
3. Review of Literature
4. Research Methodology
5. Data Analysis &Interpretation
6. Suggestions, recommendation & Conclusions
7. Bibliography
8. Annexure

INTRODUCTION
CUSTOMER SATISFACTION is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every product
line it become difficult for the companies to retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one things i.e. customer satisfaction .If
customer is fully satisfied by the product it not only rub the organization successfully but also
fetch many benefits for the company . They are less process sensitive and they remain customer
for a longer period. They buy addition products overtimes as the company introduce related
produce related products or improved, so customer satisfactions is gaining a lot of importance in
the present day. Every company is conducting survey on customer satisfaction level on their
products .To make the products up to the satisfaction level of customers.
This project is also done to know the customer satisfaction towards leather shoes on behalf of
rohit surfactants pvt.ltd. leather played a vital role in helping the nation to produce higher value
good and services and in the enhancing their skills and impose tremendous demand for leather.
The manufacturer company facing cut throat competition in the fields of technology and price,
So to gain the market share it is important for the institutes to satisfy its customers and to retain
the reputation and its image.
Customer Satisfaction Strategies Followed By RED CHIEF
The different strategies followed by RED CHIEF consists of Customer relationship
management, strategy to providing better facility to the owner, and strategy to provide better
after sales service to customer.
Customer Relationship Management
CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and
generate referrals. A series of CRM activities were implemented with regular direct
communication, events and customer satisfaction surveys, Events, Festive offers, Rewards
Program, etc.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you're not
used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it
does get easier over time. It's important to meet your customers face to face at least once or even
twice during the course of a project.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response to an
email or phone call. It might not always be practical to deal with all customers' queries within the
space of a few hours, but at least email or call them back and let them know you've received their
message and you'll contact them about it as soon as possible. Even if you're not able to solve a
problem right away, let the customer know you're working on it.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true.
It's very important to be friendly, courteous and to make your clients feel like you're their friend
and you're there to help them out. There will be times when you want to beat your clients over
the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear
head, respond to your clients' wishes as best you can, and at all times remain polite and
courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? Should they contact
different people for billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell? There's nothing more annoying for a client than
being passed from person to person, or not knowing who to turn to. Making sure they know
exactly what to do at each stage of their enquiry should be of utmost importance. So make sure
your customer service policy is present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a client of?
Have you ever had a personalized sign-up confirmation email for a service that you could tell
was typed from scratch? These little niceties can be time consuming and aren't always cost
effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It
shows you care; it shows there are real people on the other end of that screen or telephone; and
most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding
with your clients will do wonders for your working relationship.
7. Honour Your Promises
It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not
get done, or you might miss a deadline through no fault of your own. Projects can be late,
technology can fail and sub-contractors don't always deliver on time. In this case a quick apology
and assurance it'll be ready ASAP wouldn't go a miss.

Company Profile
LEYAN GLOBAL PVT. LTD:-An Overview
Red Chief is one of the leading footwear brand in India, manufacturing high quality genuine
leather footwear at unbeatable price.

PROFILE
Red Chief is the brand of Ghari Industries Pvt. Ltd. (Footwear & Leather division) - one of the
leading manufacturers of footwear in India. The Company is a part of Ghari Industries Pvt Ltd
group, having annual group turnover of around US $ 200 million. This company is also
manufacturing detergent under the brand name "Ghari" which is a well established brand and
trend
setter
in
its
respective
industry.
Footwear range of Ghari Industries Pvt Ltd was launched under the brand name Red Chief in
1997 to meet the growing demand for branded high quality leather footwear at an affordable
price. Starting with a handful of employees in 1997, Red Chief now has a workforce of more
than 350 dedicated employees. The company has recorded an impressive growth through its
enthusiastic and highly motivated marketing team and an efficient distribution network covering
nearly the whole of north & west India. For future growth the company is now all set to explore
overseas
market.
The driving force behind the company through the years has been its quest for quality and
excellence. To fulfil these objectives, Red Chief has gone for complete backward integration. It
has its own Tannery to supply a complete range of finished leather as well as manufacturing
facilities for making Sole and Shoe Upper ,thus ensuring superior quality in every component of
its products and becoming a complete Shoe Manufacturing Company.
LEYAN GLOBAL Pvt. Ltd. (leather and foot wear division) is part of fast growing
Rohit surfactants grope with sales of us $400 million per annum. The footwear and leather
division recorded impressive growth since inception in 1995. LEYAN GLOBAL Pvt. Ltd.
(leather and footwear division) has over 1200 full time employees. The goups as produces one of
the leading FMCG in INDIA marketed under the brand name of GHARI. The company
markets a leather footwear brand in India by the name RED CHIEF, all footwear made

under this brand is of leather .The company is a complete leather and footwear. Manufacturer
with its own tannery, and three footwear and sole manufacturing plants.
Leather finishing division at Rohit surfactants specializes in all type of chrome and
vegetable tanned cow, imported cow buffalo and calf leather .The capacity of new tannery at
Rohit surfactants is planned over 40,000 ft .Of leather per day ,currently the existing the one
produces around 15,000 sq. ft. of leather per day. some of our regular products comprise of
softy ,Nappa, Burnish, Smooth , Nubuck, Suede , Printed , oil-pull up, NDM, crackle crumble
,rub off , crazy horse , DD ling and slit leather .

QUALITY POLICY
We trust in the ideology of "Value for Money". It has been our guiding principle to deliver
high quality shoes at affordable prices, which is unmatchable by any of our competitors.
Each of our products incorporates the highest standards of quality achieved through stringent
quality control by adopting latest technologies, rigorous testing of raw materials, continuous onprocess monitoring , battery of post assembly checks and commitment of our employees to
achieve quality standards. Our products meet all relevant international standards and regulations.
An urge to give even better product to the customer keeps us engaged with constant quality upgradation. Experimenting with new ideas in technology and design, an in-house research and
development cell equipped with the most advanced tools ensures a constant flow of new ideas
and breakthroughs.

INFRASTRUCTURE
With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red Chief has been
consistently
meeting
the
requirement
of
its
customers.
Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per day.
The complete vertically integrated infrastructure, all under one roof gives us the huge edge. The
complete in house manufacturing capabilities include upper stitching and injection moulding
machines. If required production capacity can be increased up to 3000 pairs a day.
The facilities are fully networked for the smooth flow in the assembly line. The emphasis on
quality is not compromised at any level and under any circumstances. To ensure this, rigorous
controls and checks have been implemented in every stage right from the acquisition of raw
material to the finished products. The company keeps abreast with the latest shoe manufacturing
technology. Many machines in the footwear and Leather Division are imported from countries
like Italy, Germany, Czech Republic and some other European Countries.

PHILOSOPHY
Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by
providing products of the highest quality within an economical and affordable price range. Total
consumer satisfaction is the most important component we pack into all our products and

absolute

consumer

confidence

is

our

biggest

reward.

Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere
endeavor that each product that comes through our state-of-art production line should truly act as
the ambassador of goodwill, with the consumers-reinforcing their conviction in Red Chief.

SOCIAL COMMITMENT
The company displays high level of social commitment by active participation in social welfare
activities. All packing material used for packing footwear and finished leather is recyclable and
environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the modern water
treatment plants to treat effluent water and has high safety standards for workers.

AD. CAMPAIGN
Since 1997 'Red Chief' has come
and long way and has established
itself as a major brand in the Indian
footwear market manufacturing
designer shoes, formal shoes, casual
shoes, boots, etc., with the brand
proposition 'naturally its leather'. A
lot of effort and hard work has been
put into the brand since that time
besides consistency in the product
quality; high quality advertisement
has also helped the brand promotion.

The main media in use for advertisement of Red Chief are newspapers and
magazines. Besides this, intensive outdoor advertisements like billboards, poster
panels, side hoardings, vehicle wraps and also wallscapes are used as a medium
of advertisement.

All the outdoor venues for advertisement

and carefully picked to maximise the effect
of the ad on the potential customers.
Besides this at Red Chief we also give a lot
of importance to in-store advertising, the
retailers are provided with a lot of
promotional advertisement stuff, like
hangings, posters, display racks, electric
boarding and also stationary with Red
Chief printed on it. Frequent television
advertisements also support the main
media.

TANNERY:
The tannery and the leather finishing division at ROHIT Surfactants specializes in all type of
chrome and vegetable cow, imported cow buffalo, and calf leather . The capacity of the new
tannery at ROHIT surfactants is planned over 40,000. ft. of leather per day , currently the
existing one produces around 15,000 sq. ft, of leather per day. Some of our regular products
comprise of softy, Nappa, Burnish, Smooth, Nubuck, Suede, and Printed, oil-pull-up, NDM,
Crackle crumble, crunch, Rub-off, Crazy-horse, DD lining and split leather.
FOOTWEAR-EXCELLENCE:
The company has a sole and three footwear manufacturing plants, two in KANPUR and one in
HRIDWAR. The complete footwear manufacturing is done in house including cutting, closing,
lasting and finishing of the leather footwear. The three footwear manufacturing units combined,
produce over 4,000 pairs of footwear per-day, a new export factory planned in KANPUR will
push that to 5,000 Paris per day by March 2009. the has trained employees for different type of
footwear like cement or struck-on constructions, strobe-stitched stitch down or hand stitched
construction, Moccasins and also all type of open leather footwear like sandals and slippers.
EXPANSION:
A new footwear manufacturing export plant is in under construction. This unit is spread over
100,000 sq. ft of area. Situated at the leather technology parks on the outskirts of KANPUR, it
will be ready for production by March 2009. The footwear plats will have a capacity of 2,000
pairs of footwear per day. The tannery division of the plants will be a completely integrated
tanning unit, beginning with the process.
CLIENT:

The companys current business domestic supplier, majorly in the Indian market, brand as Red
Chief shoes. In export market the company has been supplying two brands like shoefayre,
kickers and Bata in Europe. Participation in international shoes fairs like the Expo Riva schud in
Garda, Italy and GDS in Dusseldorf, Germany have exposed the company towards European
market.
PEOPLE-PERODUCTIVITY:
At LEYAN GLOBAL, we constantly gear up for the challenge of change. We invest in training
and strengthening of our human assets knowledge, skills and perspective. The assets include
enthusiastic and customer centered designers, technologies and techno commercials professions.
We take steps to unleash the inner creativity of employees, through self managed work, groups,
further empowering our people. We conduct training programs. And this reflects in all our areas
of works via world class standard and services.

CONTACT
Leyan Global Pvt. Ltd.
(Footwear & Leather Division)
Regd. Office: 117 / H-2 / 202,
Pandu Nagar, Kanpur-208005 (U.P.) India.
Work : 198-B, Dada Nagar, Kanpur-208022 (U.P.) India.
Tel. :- +91-512-2241749 / 2296186
Fax :- +91-512-2241750
E-mail: info@redchief.co.in

PRODUCTION PROCESS IN LEYAN GLOBAL PVT. LTD.

There are three stages in the manufacturing of shoes:
1- Tannery

2- Sole division
3- Production division

TANNERY DIVISION:
Initially the unprocessed leather comes in RSPL. After the successful delivery of leather, the
unprocessed leather go through various process. All process given below:

Selection
Saming
Spiliting
Saver
Driming
Glooming
Dye
Colour Matching
Washing
Vaccum
Hydrolic press
Buffing

Selection:In this process the company of tannery in charge the select the leather for witch type of good
leather or bad leather. It is a row materials which is land for out side of the company.
Saming machine:After selection the leather comes to saming machine in this machine the used for the leather
dryness without heating because in this process if you give the heat to the leather then the leather
will very hard and without softness.
Spiliting:-In this process the leather distinguished the good and bad leather for the using the
saperate category or products.
Saver:-This machine used for the buffering the leather particles or ankles and made leather
smooth and plane.
Driming:This machine is used for the dying the leather or coloring the leather with deferents chemicals
and powder then make the leather with fine color./

Glooming:In this process the machine used foe the removing the vestige particals with ankles
Dye:In this process the leather dying the leather with chemicals and other expentive materials. It used
for the different color with different type of leather
Color Matching:In this process the match the color with different type of sample of leather because it deside the
right leather with right quality.
Washing:After matching the color the same type of leather are wash the same type of color leather because
used for this process the leathers doesnt mix-up.
Vaccum Dyer:It this process the dry hard leather comes in the soft leather it is also called the steam press
Hydrolic press:It is used for the press the leather and shining the leather and remove the starches to the leather.
Buffing:The buffing machine is used for the make the leather smooth and removes the other particles and
ankles to the leather to make the smooth and softy.

SOLE DIVISION
In sole division, there are two types of sole are produced:
1- Thermal plastic Rubber (TPR)
2- Poly Vinyl Chloride (PVC)
In these units, there three machine. One for TPR type sole, one for PVC and one for both.
Worker, who is working in RSPL, told me that they are producing 300 sole each day.
Sometime this figure can very according to demands. Adjacent to sole division units there is
one unit where leather is processed. All the process is given bellow1- Roller Cotter
2- Coloring Units
3- Press

4- Plate
5- Cutting
6- Checking
7- Measuring

PRODUCTION UNITS:
In this units there six production line and the production process is given below1- Hand Cutting
2- Passing
3- Cloth interline
4- Press
5- Skimming
6- Marking
7- Component Adding
8- Warming
9- Pasting
10- Final Passing
11- Packaging

PRODUCTS
LIFE STYLE SHOES

SPORTS SHOES

SUMMER WEAR

NEW ARRIVALS

FEATURES OF THE PRODUCT

Quality worth the money spent on :
Price of red chief shoes starts from Rs 1000 onwards. These shoes are very beautifully designed
and fashionable. These shoes are available for around Rs 1000-5000 and the purchase is worth of
quality.
Very trendy and fashionable:
Young generation being their target customers. Red Chief offers you a wide variety of trendy
and fashionable shoes. You could be sure to get designer foot wears changing with time suited
for young generations along with that chacquire stone & pearl worked sandals best suited to your
occasion and kids shoes are also available in different colures like red, velvety-brown, white,
blue etc.
Durability
red chief shoes are really meant for durability. They are classically manufactured for the toughest
meanders. Due to its durability red chief shoes are preferred by those who dont believe in
frequent changing of shoes.
Padded Layers to provide comfort:
red chief shoes also provide the customers with padded layers in the shoes in order to provide
much more comfort than other shoes.

Fabric lined for soothing experience:

In some of there models red chief shoes also provide fabric linings for soothing experience to
there customers. This is a unique feature of their shoes.
Incredible range:
red chief shoes also provide incredible range of shoes to their customers so, that they can have a
variety of choice.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:The Showrooms also offer warranty for the footwear ranging from 6 months to almost 1
years depending upon the shoes price.
After sales services:-

red chief showroom also provides their customers with a satisfactory after sales services.
They give complementary gifts to the customers on a specified purchase made by them. It
includes shoe polish, shoe shiner, belts and other accessories too.
Special discount offer:red chief generally provides special discount offers to the customers which mostly
includes 12% discount on the purchase made. They also give discounts on special
occasions such as ganpati, diwali, dusshera.
Shoe mela:red chief also conducts shoe mela at various cities where they sell there shoes at
discounted rate.
Online purchase:red chief also provides a very convenient facility of online purchasing to their customers.
Under this facility customers can purchase and pay online through internet.

SWOT ANALYSIS

STRENGTHS: The strength of the company lies within its product differentiation with
great durability.

WEAKNESSES:-

Dont have sports shoes range for the athletes.

Limited advertisements (awareness of the customers about the new
designs is very low)
Availability (no availability of new designs)
red chief is certainly not for people who desire to keep on changing their
footwear frequently having been fed up with the same design.
The athletic and leather shoes do start getting dented within a year.
OPPORTUNITIES:-

Deeper penetration of market (by making product available in small towns

depend on the)
They also have a great scope to expand their market in sports (athletic)
footwear.
As they mainly deal in leather shoes so, they can also enter into
manufacturing of all seasons shoes especially water proof shoes.
Ladies footwear market.
THREATS:-

red chief shoes face a big threat from organized sector like Bata , action,
liberty etc

Review of Literature
Indian Leather Industry
The leather industry occupies a place of prominence in the Indian economy in view of its
massive potential for employment, growth and exports. There has been an increasing emphasis
on its planned development, aimed at optimum utilisation of available raw materials for
maximising the returns, particularly from exports. The exports of leather and leather products
gained momentum during the past two decades. There has been a phenomenal growth in exports
from Rs.320 million in the year 1965-66 to Rs.69558 million in 1996-97. Indian leather industry
today has attained well merited recognition in international markets besides occupying a
prominent place among the top seven foreign exchange earners of the country.
The leather industry has undergone a dramatic transformation from a mere exporter of raw
materials in the sixties to that of value added finished products in the nineties. Policy initiatives
taken by the Government of India since 1973 have been instrumental to such a transformation. In
the wake of globalisation of Indian economy supported with liberalised economic and trade
policies since 1991, the industry is poised for further growth to achieve greater share in the
global trade.
Apart from a significant foreign exchange earner, leather industry has tremendous potential for
employment generation. Direct and indirect employment of the industry is around 2 million. The
skilled and semi-skilled workers constitute nearly 50% of the total work force. The estimated
employment in different sectors of leather industry is as follows:
Sector

Total Employment

Flaying, curing & Carcass Recovery

8,00,000

Tanning & Finishing

1,25,000

Full Shoe

1,75,000

Shoe Uppers

75,000

Chappals & Sandals

4,50,000

Leather Goods & Garments

1,50,000

Structure of the industry

The leather industry is spread in different segments, namely, tanning & finishing, footwear &
footwear components, leather garments, leather goods including saddlery & harness, etc. The
estimated production capacity in different segments is as under
Product

Capacity

Leather
Hides

64 million pieces

Skins

166 million pieces

Footwear & Footwear Components

a) Shoes

100 million pairs

b) Leather shoe uppers

78 million pairs

c) Non-leather shoes/chappals etc

125 million pairs

Leather Garments

6 million pieces

Leather Products

70 million pieces

Industrial Gloves

40 million pairs

Saddlery

6000 pieces

The major production centres for leather and leather products are located at Chennai, Ambur,
Ranipet, Vaniyambadi, Trichi, Dindigul in Tamil Nadu, Calcutta in West Bengal, Kanpur in Uttar
Pradesh, Jalandhar in Punjab, Bangalore in Karnataka, Delhi and Hyderabad in Andhra Pradesh.

Raw material supplies

There exists a large raw material base. This is on account of population of 194 million cattle, 70
million buffaloes, 95 million goats. According to the latest census, India ranks first among the
major livestock holding countries in the world. In respect of sheep with 48 million sheeps, it
claims the sixth position. These four species provide the basic raw material for the leather
industry.
The annual availability of 166 million pieces of hides and skins is the main strength of the
industry. This is expected to go up to 218 million pieces by the end of year 2000. Some of the
goat/calf/sheep skins available in India are regarded as speciality products commanding a good
market. Abundance of traditional skills in training, finishing and manufacturing downstream
products and relatively low wage rates are the two other factors of comparative advantage for
India.
Tanning and finishing capacity
With tanning and finishing capacity for processing 1192 million pieces of hides and skins per
annum spread over different parts of the country, most of which is organised along modern lives,
the capability of India to sustain a much larger industry with its raw material resource is evident.
In order to augment the domestic raw material availability, the Government of India has allowed
duty free import of hides and skins from anywhere in the world. It is an attraction for any foreign
manufacturer who intends to shift his production base from a high cost location to low cost base.
Export Potential
The leather industry, one of the major foreign exchange earners of the country recorded
significant growth since the beginning of the decade. Today the share of the value added finished
products in the total exports from leather sector are 80% as against 20% in 1970s.

Category

(Value in million US$)

1998-99

Finished Leather

265.2

Leather Footwear

290.2

Footwear Components

243.7

Leather Garments

368.6

Leather Goods

429.0

Saddlery and Harness

33.4

Total

1630.1
Exp o rt o f L eath er an d L eath er Pro d u cts fro m In d ia

140000

120000

117223. 4

110343.2
100000

101143

81520.38

80000

69557.8

Rs. Million

61570.61

60000

40000

20000

0
1993-94

1994-95

1995-96

1996-97

1997-98

1998-99

(Value in million Rs.)

Country

1998-99

Share in total exports in

1998-99

Germany

15462

22.23 %

USA

10826

15.56 %

Italy

8317

11.96 %

UK

9744

14.00 %

France

3240

4.6 %

Spain

3103

4.46 %

Russia

1009

1.445 %

Portugal

1240

1.78 %

Australia

1465

2.10 %

Denmark

808

1.16 %

Netherlands

2127

3.06 %

Hong Kong

258

3.25 %

Others

9958

14.32 %

Total

69558

100 %

Top ten Indian leather exporters

Tata International Ltd.
Florind Shoes Ltd.
Punihani International
Farida Shoes Ltd.
Mirza Tanners Ltd.
T. Abdul Wahid & Company
Hindustan Lever Ltd.
Super House Leather Ltd.
RSL Industries Ltd.
Presidency Kid Leather Ltd.

Indian Leather Footwear Industry

India is the world's second largest producer of footwear; its production estimated over 700
million pairs per annum. At about US $ 300 million per year, footwear accounts for 18 percent
share of total exports of leather exports.

Various types of shoes produced and exported from India include dress shoes, casuals,
moccasins, sports shoes, horacchis, sandals, ballerinas, and booties. Major production centres are
Chennai (Madras), Delhi, Agra, Kanpur, Mumbai (Bombay), Calcutta and Jalandhar.

Most of the modern footwear manufacturers in India are already supplying to well established
brands in Europe and USA. The large domestic market and the opportunity to cater to world

markets makes India an attractive destination for technology and investments. Equally relevant is
it for the footwear components industry, at this juncture, it is posed for real growth and
diversification.

Indian leather industry - Investment & Sales

The ratio of investment : sales value is 1: 2.25, which is very low when compared to other
industries. This is mainly due to low capacity utilization of the units. The capacity utilisation of
units in respect of hides converting raw into unfinished leathers is estimated at 49%, raw to
finished 60% and unfinished to finished 70%.
In the case of skin based tanneries, the respective percentages are 64, 67 and
70. The main reasons reported for under utilisation of capacity are raw material shortage, high
price of raw materials, lack of modernisation, financial constraints, power constraints and
stringent environmental regulations.

Investment details of Indian leather industry

Sector

Tanning
SSI
Large / medium

No. of Units

1077
80

Average
Investment per unit
*
(in Rs. Crores)

Total Cost
(in Rs. Crores)

2.25
5.00

2423.25
400.00

Sub Total (I)

2823.25

Foot Wear
SSI
Large / medium

550
50

Leather goods
SSI
Large / medium

0.80
3.78

440.00
189.00

Sub Total (II)

629.00

0.50
1.68

195.00
16.80

Sub Total (III)

211.80

1.00
4.00

390.00
40.00

Sub Total (IV)

430.00

390
10

Leather Garments
SSI
Large / medium

390
10

Total
(I+II+III+IV)

4094.05

Unorganised sector (@30% of total amount)

1228.21

Total Amount

5322.26

Composition of Indian leather

exports to Germany (1998-99)
Leather

Leather Footwear

Footwear Component

3%
31%

8%

13%
15%

Leather Goods

30%
Saddlery and Harness

Leather Garments

Export of leather and leather products

to Germany (1998-99)

109.5

120

113.2

100
80

Million US $

48.86

60
40

56.03

28.25
8.51

20
0
Leather

Leather Footwear Footwear Component Leather Garments

Leather Goods

Saddlery and Harness

Marketing of leather and leather products in Germany & the EU

The leather sector offers a good potential which Indian entrepreneurs can exploit in Germany and
other EU markets characterised by ever growing competitiveness in terms of price and quality,
on one hand, and the environmental considerations, on the other. With a strong foothold that the
Indian leather industry has had for long in these markets, and its advantage of raw material and
labour resources, Indian leather exporters can, and should, mount a concerted marketing
campaign to wrest a share consistent with their inherent strength and potential. This has to be
done against the background of the well-known salient features of the German market:

The world's second largest import and export market

A difficult buyers' market with hyper competition and high expectations

A dynamic multi-faceted market with rapid technological development and innovations A
market where a considerable amount of buying power is devoted to satisfying individual
needs
A market influenced by the rising average age of the population and low birth rate
A market where environment awareness and eco-friendly production becomes more and
more a pre-requisite for successful marketing of products

OVERVIEW OF THE
INDIAN FOOTWEAR INDUSTRY
The Footwear Industry is a significant segment of the Leather Industry in India.
India ranks second among the footwear producing countries next to China.

India produces more of gents footwear while the worlds major production is in ladies
footwear.
.The industry is labour intensive and is concentrated in the small and cottage industry sectors.
While leather shoes and uppers are concentrated in large scale units, the sandals and chappals are
produced in the household and cottage sector.
In the case of chappals and sandals, use of non-leather material is prevalent in the domestic
market.
The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu, , Mumbai in
Maharastra, Kanpur in U.P. , Jalandhar in Punjab, Agra and Delhi. The following table indicates
concentration of units in various parts of the country:

Region

Large & Medium Scale

SSI

Household

Tamil Nadu

64

31

Delhi & up North

25

Agra, Kanpur

34

14

Calcutta

19

Bangalore

Mumbai

11

Others

13

10

32

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs (776
million pairs of leather footwear and 960 million pairs of non-leather footwear). Region-wise
share of total estimated capacities is as follows:

Region

Leather
shoes

Non-leather
Shoes

Leather Shoe
Uppers

Leather
Sandals

Non
Leather
Sandals

Percentage

Tamil Nadu

26

54

Delhi & up
North

10

77

60

Agra, Kanpur

45

32

62

Calcutta

12

Bangalore

Mumbai

32

Others

13

40

100

100

100

100

100

Total

Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks, Salamander
and St. Micheals. As part of its effort to play a lead role in the global trade, the Indian leather
industry is focusing on key deliverables of innovative design, consistently superior quality and
unfailing delivery schedules.
India in itself has a huge domestic market, which is largely untapped.
The Indian footwear industry is provided with institutional infrastructure support through
premier institutions like Central Leather Research Institute, Chennai, Footwear Design &
Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the
areas of technological development, design and product development and human resource
development.
The availability of abundant raw material base, large domestic market and the opportunity to
cater to world markets makes India an attractive destination for technology and investments.

IMPORT
In 1999, the global import of footwear (leather and non-leather) in terms of value was around
US$ 43278 million, accounting a share of 63.42% in the total global import of leather and leather
products. Out of this, import of leather footwear alone accounted for US$ 26379 million and
non-leather footwear US$ 16899 million.
EXPORT
Indias export of Leather Footwear touched US$ 331 million in 1999-2000, recording an
increase of 3.29% over the preceding year. India thus holds a share of 1.25% in the global import
of leather footwear. The major markets for Indian Leather Footwear are the U.K., the U.S.A.,
Germany, Italy, France and Russia. Nearly 71% of India s export of Leather Footwear is to
Germany, the U.S.A., the U.K and Italy.
In 1999-2000, export of leather footwear from India constituted 21% share of its total export
of leather and leather products. Nearly 33 million pairs of various types of leather footwear were
exported during the year, out of which shoes / boots constituted 90%.
The different types of leather footwear exported from India are dress shoes, casuals,
moccasins, sport shoes, horrachies, sandals, beallerinas, booties.

Export of leather footwear during the last three years :

(Value in million US$)
April-Feb
Product

Leather Footwear

1998-99 1999-2000 2000-2001

320.25

330.80

348.96

Source : DGCI & S, Calcutta

Export projections for the next two years:

(Value in million US$)

PRODUCT

Leather Footwear

20013-14

2014-15

453

506

Source : Indicative Medium Term Plan

Following leading institutes in India are engaged in imparting training to personnel in
the footwear manufacturing as per the requirement of the trade and industry.

INTRODUCTION OF SHOES
A shoe is an item of footwear intended to protect and comfort the human foot while doing
various activities. Shoes are also used as an item of decoration. The design of shoes has varied
enormously through time and from culture to culture, with appearance originally being tied to
function. Additionally fashion has often dictated many design elements, such as whether shoes
have very high heels or flat ones. Contemporary footwear varies widely in style, complexity and
cost. Basic sandals may consist of only a thin sole and simple strap. High fashion shoes may be
made of very expensive materials in complex construction and sell for thousands of dollars a
pair. Other shoes are for very specific purposes, such as boots specially designed for
mountaineering or skiing.
Shoes have traditionally been made from leather, wood or canvas, but are increasingly made
from rubber, plastics, and other petrochemical-derived materials.
Until recent years, shoes were not worn by most of the world's populationlargely because they
could not afford them. Only with the advent of mass production, making shoes available very
cheaply, has shoe-wearing become predominant.

The foot contains more bones than any other single part of the body. Though it has evolved over
hundreds of thousands of years in relation to vastly varied terrain and climate conditions, the foot
is still vulnerable to environmental hazards such as sharp rocks and hot ground, which shoes can
protect against. However, in regards to the shock dampening, barefoot walking/running is still
better. This as humans accustomed to walking/running barefoot land on the front of the foot first
(rather than on the heel); this makes the impact more gradual and hence reduces the shock by
300%.
1. History
The earliest known shoes are sandals dating from about 8000 to 7000 BC and found in Oregon,
USA in 1938.[5] The world's oldest leather shoe, made from a single piece of cowhide laced with
a leather cord along seams at the front and back, was found in a cave in Armenia in 2008 and is
believed to date to 3,500 BC. tzi the Iceman's shoes, dating to 3,300 BC, featured brown
bearskin bases, deerskin side panels, and a bark-string net, which pulled tight around the foot. [7]
However, tanned leather, the material most commonly used for making shoes, does not normally
last for thousands of years, so shoes were probably in use long before this. Physical
anthropologist Erik Trinkaus believes he has found evidence that the use of shoes began in the
period between about 40,000 and 26,000 years ago, based on the fact that the thickness of the
bones of the toes (other than the big toe) decreased during this period, on the premise that
wearing shoes resulted in less bone growth, resulting in shorter, thinner toes. The earliest designs
were simple affairs, often mere "foot bags" of leather to protect the feet from rocks, debris, and
cold. Since shoes use more leather than sandals, their use was more common in cold climates. By
the Middle Ages, turn-shoes had been developed with toggled flaps or drawstrings to tighten the
leather around the foot for a better fit. As Europe gained in wealth and power, fancy shoes
became status symbols. Toes became long and pointed, often to ridiculous proportions. Artisans
created unique footwear for rich patrons, and new styles developed. Eventually the modern shoe,
with a sewn-on sole, was devised. Since the 17th century, most leather shoes have used a sewnon sole. This remains the standard for finer-quality dress shoes today. Until around 1800, shoes
were made without differentiation for the left or right foot. Such shoes are now referred to as
"straights". Only gradually did the modern foot-specific shoe become standard.
Since the mid-20th Century, advances in rubber, plastics, synthetic cloth, and industrial adhesives
have allowed manufacturers to create shoes that stray considerably from traditional crafting
techniques. Leather, which had been the primary material in earlier styles, has remained standard
in expensive dress shoes, but athletic shoes often have little or no real leather. Soles, which were
once laboriously hand-stitched on, are now more often machine stitched or simply glued on.

2. Part
Sole

The bottom of a shoe is called the sole.

Insole
The insole is the interior bottom of a shoe, which sits directly beneath the foot under the
footbed (also known as sock liner). The purpose of insole is to attach to the lasting
margin of the upper, which is wrapped around the last during the closing of the shoe
during the lasting operation. Insoles are usually made of cellulosic paper board or
synthetic non woven insole board. Many shoes have removable and replaceable footbeds.
Extra cushioning is often added for comfort (to control the shape, moisture, or smell of
the shoe) or health reasons (to help deal with defects in the natural shape of the foot or
positioning of the foot during standing or walking). Basically, this is a main part of shoes
which can absorb foot sweat. Footbeds should typically use foam cushioning sheets like
latex and EVA, which provide good wearing comfort of the shoe.

Outsole

Parts of a shoe
The outsole is the layer in direct contact with the ground. Dress shoes often have leather
or resin rubber outsoles; casual or work-oriented shoes have outsoles made of natural
rubber or a synthetic material like Polyurethane. The outsole may comprise a single
piece, or may be an assembly of separate pieces of different materials. Often the heel of
the sole has a rubber plate for durability and traction, while the front is leather for style.
Specialized shoes will often have modifications on this design: athletic or so called
cleated shoes like soccer, rugby, baseball and golf shoes have spikes embedded in the
outsole to grip the ground.

Midsole
The layer in between the outsole and the insole that is typically there for shock
absorption. Some types of shoes, like running shoes, have another material for shock
absorption, usually beneath the heel of the foot, where one puts the most pressure down.
Different companies use different materials for the midsoles of their shoes. Some shoes
may not have a midsole at all.

Heel
The bottom rear part of a shoe is the heel. Its function is to support the heel of the foot.
They are often made of the same material as the sole of the shoe. This part can be high
for fashion or to make the person look taller, or flat for a more practical and comfortable
use.

Vamp/upper
Every shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases,
such as sandals or flip-flops, this may be nothing more than a few straps for holding the
sole in place. Closed footwear, such as boots, trainers and most men's shoes, will have a
more complex upper. This part is often decorated or is made in a certain style to look
attractive.
Lateral/medial
The outside part of the shoe is referred to as the lateral and the inside facing part of the
shoe is the medial. This can be in reference to either the outsole or the vamp.

Welt

Main article: Welt (shoe) A welt is a strip of leather, rubber, or plastic that is stitched to
the upper and insole of a shoe, as an attach-point for the sole.

3. Accessories

Shoehorn:
can be used to insert a foot into a shoe by keeping the shoe open and providing a smooth
surface for the foot to slide upon.

Shoe tree:

placed inside the shoe when user is not wearing it, to help maintain the shoe's shape.

Heel grip: used to prevent the shoe from slipping on the heel if the fit is not perfect

Foam tap: a small foam pad placed under the ball of the foot to push the foot up and back
if the shoe is too loose.

Shoe polishing equipment:

Shoe Polish:
o a waxy material spread on shoes to improve appearance, glossiness, and provide
protection.
o Shoe brush and polishing cloth: used to apply polish to shoes.
o Overshoes or galoshes: a rubber covering placed over shoes for rain and snow
protection.
o (Orthopedic) shoe insert: insert of various materials for cushioning, improved fit,
or reduced abrasion. These include padding and inner linings. Inserts may also be
used to correct foot problems.
o Shoe bag: a bag that protects shoes against damage when they are not being worn.
o Shoe stretcher: a tool for making a shoe longer or wider or for reducing
discomfort in areas of a shoe.
o Snow shoe: a wooden or leather piece which increases the area of ground covered
by the shoe.
o Shoelaces: a system used to secure shoes.

4. Types
Dress and casual
Are characterized by smooth and supple leather uppers, leather soles, and narrow sleek figure.
Casual shoes are characterized by sturdy leather uppers, non-leather outsoles, and wide profile.
Some designs of dress shoes can be worn by either gender. The majority of dress shoes have an
upper covering, commonly made of leather, enclosing most of the lower foot, but not covering
the ankles. This upper part of the shoe is often made without apertures or openings, but may also

be made with openings or even itself consist of a series of straps, e.g. an open toe featured in
women's shoes. Shoes with uppers made high to cover the ankles are also available; a shoe with
the upper rising above the ankle is usually considered a boot but certain styles may be referred to
as high-topped shoes or high-tops. Usually, a high-topped shoe is secured by laces or zippers,
although some styles have elastic inserts to ease slipping the shoe on.
Men's

This male dress shoe, known as a blucher, is distinguished by its open lacing.
Men's shoes can be categorized by how they are closed:

Oxfords
(also referred as "Balmorals"): the vamp has a V-shaped slit to which the laces are
attached; also known as "closed lacing". The word "Oxford" is sometimes used by
American clothing companies to market shoes that are not Balmorals, such as Blchers.

Blchers
(American), Derbys (British): the laces are tied to two pieces of leather independently
attached to the vamp; also known as "open lacing" and is a step down in dressiness.

Monk-straps:
a buckle and strap instead of lacing

Slip-ons:
There are no lacings or fastenings. The popular loafers are part of this category, as well as
less popular styles, such as elastic-sided shoes.

Men's shoes can also be decorated in various ways:

Plain-toes: have a sleek appearance and no extra decorations on the vamp.

Cap-toes: has an extra layer of leather that "caps" the toe. This is possibly the most
popular decoration.

Brogues
(American: wing-tips): The toe of the shoe is covered with a perforated panel, the wingtip, which extends down either side of the shoe. Brogues can be found in both balmoral
and blucher styles, but are considered slightly less formal.

Men's shoes on display in a shopping outlet.

Formal high-end men's shoes are manufactured by several companies around the world,
most notably in England, France, Italy, and America. Notable British brands include:
Church's English Shoes (est. 1873), John Lobb Bootmaker (est. 1849), Edward Green
Shoes (est. 1890), and Crockett & Jones (est. 1879). Both John Lobb and Edward Green
offer bespoke products. In between the world wars, men's footware received significant
innovation and design, led by cobblers and cordwainers in London's West End.[11] The
most notable French product is made by J.M. Weston. Armani of Italy was a major
influence on men's shoe design in the 1960s-1980s until they returned to the larger
proportions of its forebears, the welt-constructed Anglo-American dress shoe originally
created in Edwardian England. Another well-known Italian company is Salvatore
Ferragamo Italia S.p.A.. The remaining elite American companies are Allen Edmonds
and Alden Shoe Company. Alden, located in New England, specializes in genuine shell
cordovan leather from the only remaining horse tannery in America (Chicago) and is
completely manufactured in America, whereas Allen Edmonds, of Wisconsin, is a larger
company that outsources some of its production.
Women's

Women's shoes on display in a shop window, 2005

There is a large variety of shoes available for women, in addition to most of the men's
styles being more accepted as unisex. Some broad categories are:

High-heeled footwear
is footwear that raises the heels, typically 2 inches (5 cm) or more above the toes,
commonly worn by women for formal occasions or social outings. Variants include kitten
heels (typically 1-2 inches high) and stilletto heels (with a very narrow heel post) and
wedge heels (with a wedge-shaped sole rather than a heel post).

Sneaker boot
Or sneaker pump: a shoe that looks like an athletic shoe, but is equipped with a heel,
making it a kind of novelty dress shoe.

Mules
Are shoes or slippers with no fitting around the heel (i.e. they are backless)

Slingbacks
Are shoes which are secured by a strap behind the heel, rather than over the top of the
foot.

Ballet flats

Known in the UK as ballerinas, ballet pumps or skimmers, are shoes with a very low
heel and a relatively short vamp, exposing much of the instep. They are popular for
warm-weather wear, and may be seen as more comfortable than shoes with a higher heel.

Court shoes,
Known in the US as pumps, are typically high-heeled, slip-on dress shoes.

Unisex

The flip-flop sandal, worn both by men and women

Clog

Platform shoe:
shoe with very thick soles and heels

Moccasin:
originated by Native Americans, a soft shoe without a heel and usually made of leather.

Sandals:
open shoes consisting of a sole and various straps, leaving much of the foot exposed to
air. They are thus popular for warm-weather wear, because they let the foot be cooler than
a closed-toed shoe would.

Espadrilles
are casual flat warm-weather shoes of a style which originated in the Pyrenees. They
usually have a cotton or canvas upper and a flexible sole of rope or rubber. There are
high-heeled versions for women.

Saddle shoe: leather shoe with a contrasting saddle-shaped band over the instep, typically
white uppers with black "saddle".

Slip-on shoe:
a dress or casual shoe without laces; often with tassels, buckles, or coin-holders (penny
loafers).

Boat shoes,
also known as "deck shoes": similar to a loafer, but more casual. Laces are usually
simple leather with no frills. Typically made of leather and featuring a soft white sole to
avoid marring or scratching a boat deck. The first boat shoe was invented in 1935 by Paul
Sperry.

Boots:
Long shoes (covering the ankle) frequently made of leather. Some are designed to be
used in times of bad weather, or simply as an alternate style of casual or dress wear.
Styles include rubber boots and snow boots, as well as work boots and hiking boots.

Slippers:
For indoor use, commonly worn with pajamas.

Vibram FiveFingers,
meant to simulate the "natural" experience of going barefoot, while protecting the foot

Sneakers or Canvas shoes.

Athletic

Today the most popular shoe globally: the sports shoe adapted for everyday use
Men's and women's athletic shoes and special function shoes often have less difference
between the sexes than in dress shoes. In many cases these shoes can be worn by either sex.
Emphasis tends to be more on function than style.

Running
shoes: very similar to above, with additional emphasis on cushioning.

Track spikes:
lightweight; often with plastic or metal cleats

Cleat (shoe):
a type of shoe featuring molded or removable studs. Usually worn while playing sports
such as rugby,
football,
American football,
baseball.

Golf
shoes: with "spikes" for better grip in grass and wet ground. Originally the spikes or
"cleats" were made of metal but replaceable "soft spikes" made of synthetic plastic-like
materials with prongs distributed radially around the edge of each spike are much more
common today (and are required on many golf courses since they cause less damage to
the greens).

Bowling
shoes: intermediate style between ordinary dress shoes and athletic shoes. They have
harder rubber soles/heels so as not to damage bowling alley floors. They are often rented
or loaned at bowling alleys.

Climbing shoes:
a shoe designed for rock climbing. They typically have a close fit, little if any padding,
and a smooth sticky rubber sole with an extended rubber rand.

Hiking
shoes or boots: usually have a high somewhat stiff upper with many lace eyelets, to
provide ankle support on uneven terrain, with extra large traction on the sole.

Walking
shoes: have a more flexible sole than the running shoe, lighter in weight than the hiking
boot, may have air holes, may not be water proof.

Skating shoes: typically called skates. They have various attachments for skating on the
bottom of the shoe portion.
o Ice skates
o Roller skates
o Inline skates
o

Ski boot:
a large, thick plastic boot specially designed for attachment to the ski.

Skate shoes:
specifically designed for use in Skateboarding, the shoes are manufactured with flat soles
as to allow a skateboarder to have better grip when riding a skateboard. They are very
wide and have extra layers of padding to protect the skateboarders feet.

Cycling shoes
are equipped with a metal or plastic cleat to interface with clipless pedals, as well as a
stiff sole to maximize power transfer and support the foot.

Snowshoes

are special shoes for walking in thick snow. In temperate climates, snowshoes are used
for mostly recreational purposes in winter.

Wrestling shoes
Are light, flexible shoes that mimic bare feet while providing additional traction and
protection.

Orthopedic
Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct comfort
qualities, such as padded removable footbeds, wide toe boxes and arch support are made
especially for those with problematic feet.
Dance

Pointe shoes
are designed for ballet dancing. These have a toe box that is stiffened with glue and a
hardened sole so the dancer can stand on the tips of their toes. They are secured by elastic
straps and ribbons that are tied to the dancer's ankles.

Ballet shoes
are soft, highly pliable shoes made of canvas or leather, with either continuous or twopart sole (also called split-sole). The sole is typically made of leather, with thicker
material under the ball and heel of the foot, and thinner and thus more flexible material
under the arch so that the foot can be pointed to its utmost. Ballet slippers are usually
secured by elastics that cross over the top of the foot. They are most commonly pink,
white, black, or pale tan, although they may be made in specialty colours such as red or
blue.

Ghillies
are soft shoes that are used in
Irish dance
Scottish country dance
and highland dance.

Jazz shoes
typically have a two-part, rubberized sole (also called split-sole) to provide both
flexibility and traction, and a low (one inch or shorter) heel. They are secured to the foot
by laces or elastic inserts.

A foot thong, viewed from the bottom

Tango
and Flamenco shoes are used for dancing the tango or flamenco.

Ballroom shoes
fall into two categories: Ballroom and Latin American. Both are characterised by suede
soles. Men's ballroom shoes are typically lace-ups with one-inch heels and patent leather
uppers. Ladies' ballroom shoes are typically court shoes with two-inch heels, made of
fabric that can be colored to match the dancer's dress. In contrast to the low Ballroom
heel, which evenly distributes weight across the foot, Latin American shoes have higher
heels designed to shift weight onto the toes. Latin shoes are also more flexible than
ballroom shoes. Men's Latin shoes typically have 1.5- to 2-inch high, shaped heels, while
Ladies' Latin shoes have 2,5-inch to 3-inch heels. Ladies shoes are typically open-toed
and strapped.

Dance sneakers.
Also known as dansneakers, these are a combination of a sneaker and a dance shoe, with
a reinforced rubber toe.

Character shoes
have a one to three inch heel, which is usually made of leather, and often have one or
more straps across the instep to secure it to the foot. They may come in soft-soled (suede)
or hard-soled varieties. They may be converted to tap shoes by attaching taps.

Foot thongs
are known by various names depending on the manufacturer, including dance paws, foot
undies, and foot paws. They are slip-on, partial foot covers that protect the ball of a
dancer's foot from skin abrasions while executing turns. From a distance, flesh colored
foot thongs give a dancer the appearance of having bare feet.

Tap shoes
have metal plates mounted to the bottoms of the toe and heel. The metal plates, which are
known as taps, make a loud sound when struck against a hard performance surface. Tap
shoes, which are used in tap dancing, may be made from any style of shoe to which taps
can be attached.

Mens' ballroom shoes

Tap shoes
Work
Work shoes are designed to stand heavy wear, to protect the wearer, and provide high traction.
They are generally made from sturdy leather uppers and non-leather outsoles. Sometimes they
are used for uniforms or comfort by nurses, waitresses, police, military personnel, etc. They are
commonly used for protection in industrial settings, construction, mining, and other workplaces.
Protective features may include steel-tipped toes and soles or ankle guards.
Minimalist
Minimalist shoes are shoes that are minimal in design so that the advantages of walking/running
barefoot are incorporated, yet without dropping additional protection of the foot from sharp
objects, ... Minimalist shoes include: Vibram FiveFingers, MBT, Nike Free

Historical
Shoes of the past include:

Turn-shoes: a method by which the shoe is constructed inside-out, wetted, and turned
the finished side of the leather flipped to the outside. Such footwear was common from
the Middle-ages until modern shoes were developed in the Tudor era. Because of their
construction, turn-shoes cannot simply be re-soled, unlike most modern shoe types.

Espadrilles: these sandals, which are still worn today, are found as early as the 14th
century.

Patten: a European wooden overshoe used to keep a person's feet dry outdoors. First worn
in the middle ages, they continued in use even into the early 20th century. Peoples such as
the Dutch, Flemings, and some French carved similar, fully enclosed wooden shoes.

Poulaine: a shoe with a long-pointed toe, popular in Europe in the 15th century.

Moccasins: the historical shoe of many North American Indian tribes.

Collection
Athletic sneaker collection has existed as a part of urban subculture in the United States for
several decades.[14] Recent decades have seen this trend spread to European nations such as the
Czech Republic.[15] A Sneakerhead is a person who owns multiple pairs of shoes as a form of
collection and fashion. A contributor to the growth of sneaker collecting is the continued
worldwide popularity of the Air Jordan line of sneakers designed by Nike for Basketball star
Michael Jordan.
5. Maintenance

Gluing a new outsole to an athletic shoe

Breaking-in: some shoes are made of hard but deformable material. After a person wears
them multiple times, the material reforms to fit the wearer's feet. The person is said to
have broken in the shoes.

Polishing: for protection, water resistance (to some extent) and appearance, especially for
leather shoes and boots.

Heel replacement: heels periodically wear out. Not all shoes are designed to enable this.

Sanitization: the inside of shoes can be sanitized with germicidal shoe trees or other
cleansing methods to prevent the growth of microorganisms such as odor-causing
bacteria or fungi.[16]

Sole replacement: soles can also wear out. Not all shoes can have their soles replaced.

Shoelace replacement: shoelaces can sometimes be damaged or destroyed necessitating

the replacement of the laces.

When unfit for use, shoes can be treated as trash or municipal solid waste and disposed
of. The exception can be with most athletic sneakers which can be recycled and turned
into other raw materials. See Nike Grind as an example.

Someone who makes or repairs shoes in a shop is called a cobbler.

6. Biodegradability
Due to the appearance of new man-made materials, shoes have become increasingly less
biodegradable. Currently, mass-produced shoes generally require 1000 years to degrade, and/or
may not degrade at all, depending on the types of material employed in the production of the
shoe. Recently some shoemakers have picked up on the issue and are beginning to produce shoes
made entirely from degradable materials, such as Nike Considered.
7.

Etiquette

In the Middle East, parts of Africa, Korea and Thailand, it is considered rude to show the soles of
the feet to others (even accidentally, such as by crossing the legs). Shoe throwing is a great insult
in some areas in the Middle East and in India. [19] In addition, in Thailand, it is an extreme insult
for the foot, socks, or shoes to touch someone's head or be placed over it.
8. In literature
Shoes play an important role in the fairy tales Cinderella, The Wonderful Wizard of Oz and The
Red Shoes. In literature and film, an empty shoe or a pair of shoes signifies death.
9.

Sizes

Main article: Shoe size

Units for shoe sizes vary widely around the world. European sizes are measured in Paris
Points, which are worth two-thirds of a centimetre. The UK and American units are
approximately one-quarter of an inch, starting at 8 inches. Men's and women's shoe
sizes often have different scales. Shoes size is often measured using a Brannock Device,
which can determine both the width and length of the foot.

Various competitor of Red Chief:

RSPL has various market competitors like:
1 Bata
2 Lakhani
3 Liberty
4 Lee-cooper
5 Wood land
6 - Action
7 Others

Research Methodology
OBJECTIVE OF THE STUDY
The study has been under taken to analyze the customer satisfaction towards all variant of
Mahindra BOLERO in Allahabad (U.P) with a special reference to the M&M motors, the other
objectives are:
To gather information about customer satisfaction toward LEATHER SHOES in the
geographic region of KANPUR (UP).
To provide suggestions, in improving the customer satisfaction and the company sales
and profitability
A study on customer level of satisfaction towards rohit surfactants pvt. Ltd.(RED
CHIEF)
To measure the specific reasons for satisfaction and dissatisfaction in with rohit
surfactants pvt. Ltd.(RED CHIEF)

RESEARCH METHODOLOGY
A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions. The research process provides a
systematic, planned approach to the research project and ensures that all aspects of the research
project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a key question.
It aims to understand the research methodology establishing a framework of evaluation and
revaluation of primary and secondary research. The techniques and concepts used during primary
research in order to arrive at findings; which are also dealt with and lead to a logical deduction
towards the analysis and results.

RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research. This stage shall help me to restrict and
select only the important question and issue, which inhabit growth and segmentation in the
industry.

The various tasks that I have undertaken in the research design process are :
Defining the information need
Design the exploratory, descriptive and causal research.

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering:
Determination of information research problem.
Development of appropriate research design.
Execution of research design.
Communication of results.
Each step is viewed as a separate process that includes a combination of task , step and specific
procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.

EXPLORATORY RESEARCH
The method I used for exploratory research was
Primary Data
Secondary data
PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of original
information that comes from people and includes information gathered from surveys, focus
groups, independent observations and test results. Data gathered by the researcher in the act of
conducting research. This is contrasted to secondary data, which entails the use of data gathered
by someone other than the researcher information that is obtained directly from first-hand
sources by means of surveys, observation or experimentation.
Primary data is basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose. Sources
include census reports, trade publications, and subscription services. There are two types of
secondary data: internal and external secondary data. Information compiled inside or outside the
organization for some purpose other than the current investigation Researching information,

which has already been published? Market information compiled for purposes other than the
current research effort; it can be internal data, such as existing sales-tracking information, or it
can be research conducted by someone else, such as a market research company or the U.S.
government.
Secondary source of data used consists of books and websites
My proposal is to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research.
DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
Statement of the problem
Identification of information needed to solve the problem
Selection or development of instruments for gathering the information
Identification of target population and determination of sampling Plan.
Design of procedure for information collection
Collection of information
Analysis of information
Generalizations and/or predictions
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. The common factor
in all varieties of the questionnaire method is this reliance on verbal responses to questions,
written or oral. I found it essential to make sure the questionnaire was easy to read and
understand to all spectrums of people in the sample. It was also important as researcher to
respect the samples time and energy hence the questionnaire was designed in such a way, that its
administration would not exceed 4-5 mins. These questionnaires were personally administered.
The first hand information was collected by making the people fill the questionnaires. The
primary data collected by directly interacting with the people. The respondents were contacted at
shopping malls, markets, places that were near to showrooms of the consumer durable products
etc. The data was collected by interacting with 200 respondents who filled the questionnaires
and gave me the required necessary information. The respondents consisted of housewives,

students, businessmen, professionals etc. the required information was collected by directly
interacting with these respondents.

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended.
It attempts to describe them as they are rather than as the describer would like them to be. Also
called the audience the audience to be served by our project includes key demographic
information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program.
This will be either all or a subset of potential users, such as adolescents, women, rural residents,
or the residents of a particular geographic area. Topic areas: Governance, Accountability and
Evaluation, Operations Management and Leadership. A population to be reached through some
action or intervention; may refer to groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy or activity.
The target population is the population I want to make conclude an ideal situation; the sampling
frames to matches the target population. A specific resource set that is the object or target of
investigation. The audience defined in age, background, ability, and preferences, among other
things, for which a given course of instruction is intended.
I have selected the sample trough Simple random Sampling
SAMPLE SIZE:
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the following factors:

Project goals

How you plan to analyze your data

How variable your data are or are likely to be

How precisely you want to measure change or trend

The number of years over which you want to detect a trend

How many times a year you will sample each point

How much money and manpower you have

SAMPLE SIZE
I have targeted 120 people including retailers and customers for the purpose of the research. The
target population influences the sample size. The target population represents the Kanpur
regions. . The people were from different professional backgrounds.
The details of our sample are explained in chapter named primary research where the divisions
are explained in demographics section.
ERRORS IN THE STUDY
Interviewer error
There is interviewer bias in the questionnaire method. Open-ended questions can be biased by
the interviewers views or probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the
interview can greatly affect their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent understanding and yield complete
answers, these advantages are offset by the problems of prestige seeking, social desirability and
courtesy biases.
Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled and
there is no redundant data generated. The questions have to be worded carefully so that the
questions are not loaded and does not lead to a bias in the respondents mind
Respondent error
The respondents selected to be interviewed were not always available and willing to co operate
also in most cases the respondents were found to not have the knowledge, opinion, attitudes or
facts required additionally uninformed response errors and response styles also led to survey
error.
Sampling error
We have taken the sample size of 120, which cannot determine the buying behavior of the total
population.

RESEARCH DESIGN
Research design is a conceptual structure within which research was conducted. A research
design is the detailed blueprint used to guide a research study towards its objective. It is a series
of advanced decision taken together comprising a master plan or a model for conducting the
research in consonance with the research objectives. Research design is needed because it
facilitates the smooth sailing of the various research operations, thereby making research as
efficient as possible yielding maximum information with the minimum effort, time and money.

SCOPE AND THE LIMITATION OF THE STUDY

The scope of study is limited to the respondents are selected from in and around Kanpur,
U.P
.
The project is carried out for the period of 45 days only.
Measurement of customer satisfaction is complex subjects, which uses non-objectives
method, which is not reliable.
The sample unit was also 120 respondents.

The methods followed for the analysis and interpretation of data are:

Uni variate Percentage Analysis

Weighted average method
Univariate Percentage Analysis:

Percentage refers to a special kind of ratio. It is used to make comparison between two or
more series of data. They can be used to compare the relative items, the distribution of two or
more series of data, since the percentages reduces every thing to a common base and there by
allow meaningful comparisons to be made. Here only one factor is considered.

NO OF RESPONDENTS
PERCENTAGE

x 100
TOTAL RESPONDENTS

Weighted Average Method:

This method is a used when the relative importance of the different items is not the same.
The term weighted stands for the relative importance of the different items. It is assumed that
inventory costs should be assigned on the basis of average costs of identical units. An average
cost unit is determined by dividing the total costs of the units by the number of units.
The weighted average method is logical when assigning costs to units that become mixed
together, there by making separate identification difficult or impossible.
The formula is:

__
X

WX
=
W

Where;

= Weighted Arithmetic mean

= Frequency or no of response dents

= Weighted allotted to each factor

Data Analysis & Interpretation

REPORT ON MARKET ANALYSIS

A survey was conducted to find out the demand & supply analysis, production
analysis & market share captured by woodland shoes.

CONDUCTED AREA: Kanpur

SAMPLE SIZE

: 50 Retailers.
: 70 Customers.

The survey was conducted with Red chief dealers and the customers who were
purchasing shoes from the market at that time

To conduct a survey two questionnaires prepared by group one for retailers & one
for customers.

The retailers questions are based on availability, durability, production, demand,

supply, profits margin &their suggestions regarding product.

The customers questions are based on availability, preferences, prices, variety,

durability & their suggestions regarding product.

SURVEY INTERPRETATION
RETAILERS:Q-1

Which brands do you stock?

others; 35.48; 35%

red chief; 32.26; 32%

bata; 24.19; 24%

lee cooper; 4.84; 5%
woodland; 3.23; 3%

red chief
bata
woodland
lee cooper
others

Q-2

Which type of brands sells more?

red chief; 29.83; 30%

others; 40.35; 40%

red chief
bata
woodland

bata; 22.81; 23%

lee cooper; 3.51; 4% woodland; 3.51; 4%

Q-3

Which type of footwear sells more?

lee cooper
others

49.18
50
45
40
35
27.87

30
25

22.95

20
15
10
5
0
formal

Q-4

casual

sports

0
summer

0
others

Which category of consumers purchases more leather shoes

businessman; 1.59; 2%
student; 46.03; 46%
serviceman; 52.38; 52%

student
serviceman
businessman
others

Q-5

On what basis you purchase the leather footwear?

60
60
50
40
24

30
20

10

Q-6

Which brands is more reliable and suitable as per retailer?

red chief; 34.04; 34%

red chief
bata
other; 48.93; 49%

woodland
lee cooper
other

bata; 12.76; 13%

woodland; 4.25; 4%

Q-7

Which season of maximum sales?

44
45
40

36

35
30
25
20
15

10

10

10
5
0
jan-feb

Q-8

april-june

july-sept

Which price range is most preferred by consumers.

oct-dec

40
35
30
25
20
15
10
5

30
10

36
20

0
4

Q-9

On what basis of costumer purchase the leather footwear?

other; 3.33; 3%
durability; 3.33; 3% style; 18.33; 18%
price; 18.33; 18%

style
design

design; 25; 25%

comfort
price

comfort; 31.67; 32%

durability
other

Q-10

Which type of sole is preferred by the costumers?

70
65.22
60
50
40
30
20

21.74

10
4.35
0
PVC

2.17
TPR

PU

EVA

4.35
AIRMAX

2.17
OTHER

Conclusion, SUGGESTIONS
& RECOMMENDATIONS
CONCLUSION

Red chief is a well-known brand in mens footwear and has got a great opportunity to
extend its business in women footwear and sports footwear. The dealers and customers are
satisfied with the performance of the product but the service can be improved.
Red chief has a very good market share in the state of U.P.
The company is offering good services, which is reflected on the satisfaction of the
customer.
Majority of the customer are satisfied with the design of the shoes.

SUGGESTIONS & RECOMMENDATIONS

Red chief should have control over the discounts which the dealers is providing to the
customers (because due to 2 or 3 dealers in the same market to attract the customer they
provide maximum possible discount hence the profit of the dealers decreases and may led
the dealers shift to another brand.)

Red chief should increase the advertisements as the report tells that the customer prefer to
buy shoes of that brand which comes to their mind.

Red chief should go for deep penetration as company should make the availability of
shoes in small towns depend upon the income level(per capita income) of the people of
that city

Red chief should increase the availability of women footwear along with some
differentiation in the product

Should increase variety in sports range as there are only one designs available in the
market

New designs should reach the dealers as the survey tells that the company is not coming
with new designs

Advertisements to make customers aware about the new designs coming in the market

Make the dealers aware about the schemes (by delivering letters from head office directly
to the dealers)so that they can make use of it as sometimes they come to know about the
schemes when it is already over

Meetings should be on Sunday as dealers demanded it should be on holiday (the day

when shops are closed).

There lots of complaints related to the manufacturing defects so quality department must
have knowledge about that and improvements are expected.

The distributor should help the dealers to resolve out the problems or complaints related
to shoes (as distributor refused to take the shoe from the dealers if complaints are there )

Customer Incentives. Give customers a reason to return to your business. For instance,
because children outgrow shoes quickly, the owner of a childrens shoe store might offer
a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free
cleaning to anyone who has seen him regularly for five years.

Product Awareness. Know what your steady patrons purchase and keep these items in
stock. Add other products and/or services that accompany or compliment the products

that your regular customers buy regularly. And make sure that your staff understands
everything they can about your products.

Reliability. If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be

reliable. If something goes wrong, let customers know immediately and compensate them
for their inconvenience.

Be Flexible. Try to solve customer problems or complaints to the best of your ability.
Excuses such as "That's our policy" will lose more customers then setting the store
on fire.

People over Technology. The harder it is for a customer to speak to a human being when
he or she has a problem, the less likely it is that you will see that customer again.

Know Their Names. Remember the theme song to the television show Cheers? Get to
know the names of regular customers or at least recognize their faces.

Red chief has to implement good customer relationship management strategy that
enhances customer satisfaction level.
The company can for the undertake R&D to improve the existing feature which
field help increase in the customer satisfaction.
The company should promote about the entire feature offered by it.
As majority of the customer give opinion that they are satisfied is the factor,
services and design of the product of the company should taken not only maintain
the existing standard but also enhance them.

Bibliography
Officials Contacted from:
Mr. K.K.Upadhyaya, IT Manager, GPL
Secondary Sources
1. www.redchief.com
2. www.scribd.com
3. www.google.com
4. www.wikipedia.org

Books:

Research Methodology Kothari

Marketing Management 12 e Philip Kotler

Annexure
RED CHIEF QUESTIONNAIRE FOR RETAILER
Name.
Address.
Name of the firm/shop
Contact no
Q-1

Q-2

Q-3

Which brands do you stock?

a) Red Chief
c) Woodland
e) Other (_____________)

b) Bata
d) Lee Cooper

Which type of brands sells more?

a) Red Chief
c) Woodland
e) Other (_____________)

b) Bata
d) Lee Cooper

Which type of footwear sells more?

a) Formal
c) Sports
e) Other (_____________)

b) Casual
d) summer wear

Q-4

Which category of consumers purchases more leather shoes

a) Student
b) Servicemen
c) Businessmen
d) Other (.)

Q-5

On what basis you purchase the leather footwear?

a) Demands of consumers
b) Incentive basis
c) Advertisement
d) On the basis of scheme
e) Durability
f) other (.)

Q-6

Which brands is more reliable and suitable as per retailer?

a) Red Chief
b) Bata
c) Woodland
d) Lee Cooper
e) Other (_____________)

Q-7

Which season of maximum sales?

a) Jan-Feb
c) July-Sept

b) April-Jun
d) Oct-Dec

Q-8

Which price range is most preferred by consumers?

a) Rs.800-1000
b) Rs.1000-1200
c) Rs.1200-1400
d) Above Rs.1400
e) Below Rs.800

Q-9

On what basis of costumer purchase the leather footwear?

a) Style
b) Design
c) Comfort
d) Price
e) Durability
f) other(.)

Q-10

Which type of sole is preferred by the costumers?

a) PVC
b) TPR
c) PU
b) EVA
e) Airmax
f) other ()

Q-11

Which brand gives more incentive/margin?

a) Red Chief
b) Bata
c) Woodland
d) Lee Cooper
e) Other (_____________)

Q-12

In which form?
a) Cash
c) Promotion scheme
e) Profit margin

b) Discount
d) Trade discount
f) other (.)

Q-13 Any suggestion

Date

Signature