Editorial Content on “Red Chief Brand” shared by Mr.Manoj Gyanchandani

 (Managing Director, Leayan Global Private Limited )

Mr. Manoj Gyanchandani (Managing Director, Leayan Global Private Limited) elaborated on his one of the brand Red Chief, which is well established as a leading leather footwear brand in India and consistently providing best of the quality, comfort and style for over 23 years now to its wide base of loyal customers across length and breadth of the country. 

Red Chief has robust distribution network and available through 3000 plus multiband outlets, 170 plus exclusive stores spread pan India and further footprint expansion is on by leaps and bounds.

Red Chief brand positioning is rugged, tough & confidently stylish so anybody or everybody from 20 - 50 year male, who has that attitude to live their dream, dare to initiate and consistently discover the hero lying within, is our target audience which are present across nook and corner of our country.

We recently roped in Vicky Kaushal as the brand ambassador. A 360 degree marketing campaign “Khel Gaye Chief” is currently on, with greater focus on youth and to further strengthen brand’s core positioning which is tough & confidently stylish. We are getting good feedback of this Vicky campaign and Brand’s salience is further on the rise.

Footwear industry has seen major evolution during last few years. Because of increasing urbanisation and high disposable income –customer’s aspiration level and quest for brands is on the rise. Thanks to internet connectivity which takes fashion all nook and corners at lightning speed unlike past and so only even tier 2 & tier 3 markets emerging by leaps & bounds. Also, Indian consumers are highly price sensitive and wants best of the quality at nominal price. Many brands make mistake by compromising on quality front for short term gains. Although such approach by brands induces challenge for us but being highly consumer centric brand and quality remains at our forefront – we remain consistently committed to provide best of the quality.

Going forward our plan is to take our Red Chief brand to next level of growth by deeper penetration across all states, with enhanced focus among youth.

My message for the youth is to live their “Dream “, “Dare” to initiate and consistently discover “Hero” who lies within.