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The presence of international brands is hardly a threat to the homegrown ones like Woodland. Indians still swear by this "leather that weathers." The brand has also managed to create a niche for itself abroad - be it Singapore or UAE. Though the brand is also into apparel, leather continues to dominate 60% of its pie. But isn't the presence of in-ternational brands affecting it at all? "There's enough space in the market for everyone. Our customer base has ex-panded - people are more aware of all the brands now. Earlier we were only targeting the metros. Now we are moving into smaller towns as well. In fact the growth is more than we had ever imagined," Harkirat Singh, MD, Aero Club, the company behind Woodland, says divulging hesitatingly their turnover - "Rs 250 crore". Meanwhile Hidesign is trying hard to crack the international market to boost its Rs 100-crore turnover. Having set up shop in Shanghai and also at Honk Kong airport, Dilip Kapur is trying to find the nerve of the market. "Culture plays a big role in determining this market. Unlike India, where women love structured Christian Louboutin with sleek lines, the Chinese like their shoes to be huge, the flip-flop variety," says Kapur,christian louboutin, founder, Hidesign. The Pondicherry-based affordable luxury brand, also present at the up-market Carmel in California where it shares space with the likes of Prada and Gucci, is now gradually trying to enter the niche segment.
Presently, the average unit sale for Hidesign stands at a modest Rs 2,000. "To be able to hold our own there is immensely motivating," adds Kapur. Quiz him about its association with Louis Vuitton Moet Hennessey and Kapur candidly obliges. "So far we had been thinking only from our perspective. Now, we are learning from Vuitton to think from our customer's point of view." Kapoor however admits: "In terms of size we are still small - at least relatively-compared to Vuitton." Relating the reaction of Vuitton officials who came to the factory, Kapoor says: "They were in-trigued by the crafting of leather the forgotten way. We still use vegetable tanning because it is not detrimental to the environment. They were surprised to see how skilled our workers are the precision with which they use the knife to cut leather." Clearly, the possibility of a leather line, between mass and elite luxury, seems quite imminent. While we wait for that one, patent leather has become the ruling fad. "Anything that is bling and shiny is doing really well. Especially the big chunky belts and the accessories in metallic finish. Aigner has been registering a growth of over 100%," says Rekha Arora, brand manager, Aigner.
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