In a new episode of Pitch BrandTalk - a video series that engages with the senior management of brands to churn out innovative insights - Pitch had an insightful conversation with Rajesh Mathew Kurian, Director and Marketing Head at Walkaroo International. He delved into a comprehensive view of how Walkaroo is not just a footwear brand but a promoter of an active, healthier lifestyle and how the brand strategies reflect an understanding of market dynamics and consumer preferences, positioning them as a brand that walks the talk.
Having launched campaigns like the recent ‘Walk India Walk’ and ‘Dil Mein Hai Sportz’, Kurian highlighted that 'walk' is integral to the brand's identity. He adds, “Being a footwear company, we firmly believe that walking is a simple solution that can be taken by anyone as a solution for whatever lifestyle issues people are facing nowadays.” Further discussing the 'Dil Mein Hai Sportz' campaign for Walkaroo Sportz, Kurian emphasised how the brand is pushing the concept of celebrating the sportsperson within everyone forward. The campaign resonates with individuals who embrace a sporty character in daily life, aligning well with the brand’s vision of an active lifestyle.
Shedding light on Walkaroo’s content strategy, Kurian reveals the focus on promoting walking through digital media and supporting events like marathons such as the ‘Walkaroo Coimbatore Marathon’. He adds, “We recently launched a Walkaroo walk club as well. Initiatives like these have helped us to create imagery among consumers as a brand focused on walking and running. Additionally, the association with Ajay Devgn as the brand ambassador is another focal point that has helped the brand penetrate the North and West markets, complementing its strong presence in the five Southern states. Shares Kurian, “Ajay has been a mass market star and has helped us to connect with the consumers.”
Addressing the geographic market spread, Kurian noted that Walkaroo’s products, priced affordably, appeal to wide audiences across metros, as well as Tier 2 and 3 cities. He highlighted the distinct consumer behaviour in different regions, with variations in footwear preferences based on climate and lifestyle. Kurian also shed light on the brand's diverse market presence, saying, “The potential for the brand to grow in the East and North markets is significantly higher.”
On maintaining affordability without compromising quality, Kurian asserted, “We have never compromised on the quality as far as the price is concerned. We have been able to reduce the manufacturing conversion costs over a period of time through better automation, better productivity, lean manufacturing and all.” Further, talking about premium offerings in the Walkaroo+ range - offering slightly higher-priced products with enhanced features and style, he shared how these products are not significantly away from the price point of 400 Rs as well, particularly targeted to the more fashion-conscious segment while remaining fairly affordable.
Having clocked a revenue of Rs 2088 Crores in FY23, Kurian is optimistic about achieving a 10% growth rate in FY24 as well. Higher disposable incomes and increasing per capita consumption of footwear in India are projecting a good headroom for growth of the industry, however, he pinpointed that categories like Eva footwear and sports shoes will be the key drivers, especially among the youth.
Looking ahead, Walkaroo's focus will strongly remain on affordable yet trendy products, aligning with the rising demand in various footwear categories. Kurian’s vision for 2024 is rooted in understanding consumer trends and the increasing per capita consumption of footwear in India. He sees potential in innovative and trendy products, aiming to cater to the fashion-conscious consumer at an affordable price.
