Siddarth Roy Burman, MD of Khadim's India Pvt Ltd, discusses the brand's journey and expansion plans. Khadim's has been serving customers with affordable, durable shoes for all family members for generations. The brand strives to balance fashionable designs with a reasonable price point without compromising quality. With over 650 stores across 24 states, Khadim's has consolidated its brand in major cities as well as smaller towns, expanding its customer base. The brand remains motivated to offer the right products at the right price, which has earned customer loyalty over the years.

1. 45 RETAILER January 2016 DJanuary 2016 RETAILER 46
www.indianretailer.comRetail Entrepreneur of the Month Khadim’s
Interviewed by: Sharmila Das
Since Khadim’s started its retail journey in Kolkata, the brand has
been serving masses with comfortable, affordable & durable shoes
for all members of a family from generations. Siddarth Roy Burman,
MD, Khadim’s India Pvt Ltd, speaks candidly about the brand’s
journey, milestones along with expansion plans.
too high despite the high quality.
We design products to cater to all
customer tastes (SEC A, B, C and
also D) without compromising
aesthetics and overall quality.
The challenge, primarily, is to
strike a balance between fashion
that our customers from all
sections aspire and functionality
and resilience they seek for
Indian roads.
Benefits: Khadim’s designs
attractive yet affordable
merchandise as decent
alternatives to the more
expensive fashion brands selling
at premium price points. We
are still largely known for cost-
effectiveness and durability and
Building a
People’s Brand
your best performing store?
Rs 750 - Rs 800
How are you designing your
ecommerce strategy? Do you
retail through marketplaces?
Yes. Currently we are on Flipkart,
Snapdeal, Amazon.in, Ebay.in,
Paytm and Shopclues. Soon we
will be selling on Rediff Shopping
and LimeRoad. We also have
plans to start selling on Jabong,
Myntra and upcoming Reliance
lifestyle e-store in 2016-17. To
ensure ease of order and logistics
management, we have tied up
with Browntape.
our bank of loyal customers who
have been wearing Khadim’s for
at least two generations now,
are proof of that. We are the all-
in-one shoe shop for the family
offering fashionable footwear for
children, young adults, adults and
seniors and this attribute works
to our advantage. Besides, with
650 stores in 24 states nationally,
our retail network is unparalleled.
We have consolidated our brand
in not only Tier I and II cities but
also penetrated in small towns
and urban localities (Tier 3)
where our competitors are yet to
set up shop.
What is the average bill size of
door delivery services. There is
an increase in number of online
shoppers fuelled by affordability
and improved functionality
of digital products. Khadim’s
is too no longer restricted to
retail stores but reaching out to
customers in places beyond our
retail coverage, thus expanding
its customer base.
What are the challenges for a
footwear retailer like you and
what are the benefits you can
count?
Khadim’s strives to find the
perfect balance between
fashionable and trendy products
and a price point that never gets
You have been in this business
since 1965. During this course
of long time, what has kept
you motivated to stay ahead?
Retail is a very exciting journey,
much like a well-made film, with
fashion, people and product that
still excites me after all these
years as it did in 1993 when we
ventured into retail.
Since its inception, Khadim’s
has followed a remarkably simple
ideology: to make shoes that fit
everyone, in style, quality and
price. The philosophy behind our
brand has remained unchanged
over the years and is what has
made Khadim’s what it is today; a
people’s brand that delivers what
it promises: fashion footwear
that is not only affordable, but
comfortable and lasting as well.
We believe in offering the right
products at the right price and
this has earned us customer
loyalty towards Khadim’s
products. We continue to enjoy
positive market feedback and that
motivates us to do better.
Since Khadim’s cater to all
age group of people across
the nation, how do you
differentiate yourself from
other players in this segment?
Khadim’s is the first of its kind, a
home-grown, Indian family brand
that caters to everyone in the
family, from children to adults
to seniors. We offer fashion for
the masses at prices neither too
high nor too cheap but just right
without compromising either
aesthetics or durability. We
pride ourselves for delivering
“India-ready” shoes; we design
for Indian tastes and for use
on Indian roads. Also, we make
sure that we have stores even in
places/regions our competitors
have not yet penetrated so our
customers can still enjoy great
quality goods.
Since the time you had started
until now, what trend changes
and growth you have observed
in this industry?
With more exposure to media
with each passing year, our
customers are becoming aware
of global fashion trends and
thus, also fashion conscious.
People now buy multiple shoes
for their different lifestyle needs;
no longer is it one pair per
person. Consequently, per head
consumption has increased over
the years. Also, with industrial
and economic growth in the
country, there are more number
of people employed, they earn
better and naturally, enjoy
better spending capacity. There
is also the willingness to spend
for branded products as people
aspire to lead a “cool” lifestyle.
Add to that the increased reach
retailers now enjoy with influx of
online marketplaces and door-to-
Siddarth Roy
Burman
MD, Khadim’s
India Pvt Ltd