After Prada ‘sandal scandal', Indian brands tap heritage pride to boost sales
Sales are surging over the past week for the 'Kolhapuri' sandals that have garnered global attention after Prada sparked a controversy by showcasing similar designs in Milan, without initially crediting the footwear's origins.
After viral photos from a fashion show drew criticism from Indian artisans who make the sandals - named after a historic city in Maharashtra state - Prada was forced to acknowledge that its new open-toe footwear was inspired by ancient Indian designs.
'Prada 0: Kolhapur 1,' said an Instagram post by e-commerce website Shopkop, whose founder Rahul Parasu Kamble's open letter to Prada pointing out the footwear is 'soaked in tradition' was reshared 36,000 times on social media.
'I saw the controversy as a way to promote Kolhapuri,' said Kamble, 33, who has seen sales of sandals he sources from local artisans touch 50,000 rupees ($584) in three days, five times the average.
Social media has been abuzz in recent days with criticism and sarcastic memes, with politicians, artisans and a trade body demanding due credit to Indian heritage.
Prada has said it will arrange follow-up meetings with artisans. In a statement to Reuters on Tuesday, it added the Italian group intends to make the sandals in India in collaboration with local manufacturers, if it commercialises them.
Breezy ads, big discounts
India's luxury market is small but growing, with the rich splurging on Lamborghini cars and pricey watches. Prada does not have a single retail store in India and its products are usually reserved for the super rich - its men's leather sandals start retailing at $844, while Kolhapuris can be priced as low as $12.
But linking of the Prada name to the Kolhapuri sandals, which are made by around 7,000 artisans, is providing a business opportunity for some.
Mumbai-based Ira Soles is running new Facebook and Instagram advertisements which proclaim its $32 'Tan Handcrafted Kolhapuris just walked the ramp at Prada … Limited stock. Global spotlight. Own a piece of what the world is applauding.'.
E-commerce website Niira is offering up to 50% discounts on its Kolhapuri slippers it says are 'rooted in tradition'. Its sales of $18 sandals, that looked like the one Prada showcased in Milan, have tripled, founder Nishant Raut said.
'Why can't an Indian Kolhapuri brand become as big as a Birkenstock,' he said.
Handmade in small factories, Kolhapuri sandals, or chappals as they are called in Hindi, are often paired with Indian attire. Similar designs are sold in big outlets of Bata India and Metro Brands, and also on Amazon and Walmart's Flipkart.
In 2021, India's government said the sandals could achieve $1 billion a year in exports. Though latest estimates are not available, artisans say the business has struggled as consumers increasingly opt for more fashionable, upmarket footwear.
Still, the Prada controversy is breathing new life into a craft that Lalit Gandhi, president of Maharashtra's main industry lobby group, says is 'a dying art'. Gandhi said he is in talks with Prada to develop a co-branded, limited-edition sandal.
Kolhapur craftsmen Ashok Doiphode, 50, is pinning hopes on a Prada boost. He hand-stitches sandals for nine hours daily but can sell a pair for just 400 rupees ($5).
'If big companies like Prada come, craftsman like me can get a good price.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Business Recorder
9 hours ago
- Business Recorder
Why are farm goods holding up the India-US trade deal?
MUMBAI: U.S. and India trade negotiators were pushing on Wednesday to finalise a tariff-reducing deal ahead of President Donald Trump's July 9 negotiating deadline, but disagreements over U.S. dairy and agriculture remained unresolved. Why are farm goods imports sensitive in India? Agriculture and its allied areas contribute just 16% to India's $3.9 trillion economy, but sustain nearly half of the country's 1.4 billion population. As farmers remain the most powerful voting bloc, Prime Minister Narendra Modi's government was forced into a rare retreat four years ago when it tried to push through controversial farm laws. The prospect of cheaper imports from the United States threatens to drive down local prices, handing the opposition a fresh opportunity to attack the government. New Delhi has traditionally kept agriculture out of Free Trade Agreements with other nations. Granting market access to the U.S. could force India to extend similar concessions to other trading partners. Indian rupee supported by hopes of India-US trade deal, weak US jobs data How do Indian and US farms compare? The average Indian farm comprises just 1.08 hectares, compared to 187 hectares in the United States. In dairy, the average herd size in India is two to three animals per farmer, compared to hundreds in the United States. This difference makes it difficult for small Indian farmers to compete with their U.S. counterparts. Farming in India remains largely unmechanized because small, fragmented land holdings leave little room for large machinery. In many regions, farmers rely on techniques passed down through generations, a sharp contrast to U.S. farms, where cutting-edge equipment and AI-driven technologies have raised productivity. Which products is US lobbying for? Why is India resisting? The United States is pressing India to open its markets to a wide range of American products, including dairy, poultry, corn, soybeans, rice, wheat, ethanol, citrus fruits, almonds, pecans, apples, grapes, canned peaches, chocolates, cookies, and frozen French fries. While India is willing to grant greater access to U.S. dry fruits and apples, it is holding back on allowing imports of corn, soybeans, wheat, and dairy products. India does not allow genetically modified (GM) food crops, while most U.S. corn and soybean production is GM-based. Dairy remains a sensitive issue in India, where cultural and dietary preferences strongly influence food choices. Indian consumers are particularly concerned that cattle in the U.S. are often fed with animal by-products, a practice that conflicts with Indian food habits. US, India push for trade pact after Trump strikes deal with Vietnam, sources say Why does India oppose us ethanol for blending with gasoline? A key aim of India's Ethanol Blended Petrol (EBP) program is to cut dependence on energy imports by blending domestically-produced ethanol with gasoline. Significant investments by domestic companies mean that India is now close to achieving its ambitious target of blending 20% ethanol. Importing ethanol would undermine those companies. The EBP also helps manage surpluses of rice, sugarcane, and corn by diverting them to ethanol production. Allowing imports of U.S. ethanol would be a serious setback for India's emerging distillery sector.
Business Recorder
11 hours ago
- Business Recorder
Modi pushes further India-Africa cooperation on Ghana visit
ACCRA: Indian Prime Minister Narendra Modi on Thursday outlined plans for deeper ties between his country and Africa, as New Delhi increasingly vies for a stronger economic presence on the continent along with China and Russia. In a speech to Ghana's parliament, Modi highlighted a major rail project that opened in the west African nation last year, financed by the India Export-Import Bank. He also underlined his country's expanding diplomatic development and business footprint in Africa. 'Over 200 projects across the continent enhance connectivity, infrastructure and Industrial capacity,' Modi said. On the political front he welcomed 'the establishment of Ghana-India Parliamentary Friendship Society in your parliament'. Modi's visit is the first to Ghana by an Indian leader in three decades. But India's rival China remains the most important backer of infrastructure across the continent, a position only strengthened as the United States and other Western powers slash aid programmes. In a meeting Wednesday, Modi and Ghanaian President John Mahama agreed to deepen security and mining ties. In November 2024, the Indian prime minister visited Nigeria, discussing trade and security at a time when Indian companies had expressed interest in investing in Nigerian industries including steel. The Indian prime minister also on Thursday called for a greater global diplomatic role for both his country and Africa, warning that 'the world order created after the Second World War is changing fast'. Global South's voice Modi noted that the African Union had been admitted as a permanent member to the G20 while India held the rotating presidency of the bloc. Progress on worldwide challenges including climate change, diplomacy, 'terrorism' and pandemics 'cannot come without giving voice to the Global South', he added. India, Canada return ambassadors as Carney, Modi look past spat India, the world's most populous country and a nuclear-armed power, has close ties with Russia but is often in rivalry with China. Resource-rich Ghana is Modi's first stop in a tour that will take the Indian premier to four other countries in Africa, the Caribbean and South America. The visit to Accra came as he made his way to Brazil for a summit of the BRICS group of emerging economies on Sunday and Monday. Highlighting his own country's economic development aspirations to become a 'developed nation by 2047,' Modi said 'India remains a committed partner in Africa's development journey.'
Business Recorder
13 hours ago
- Business Recorder
Asia rice: India prices steady as demand remains subdued, Thai rice falls on strong baht
Indian rice prices remained unchanged from the previous week as demand remained subdued and supplies stayed on the higher side, while Thai rates fell pressured by a stronger baht amid weak demand. India's 5% broken parboiled variety was quoted at $382-$387 per ton, unchanged from last week. Indian 5% broken white rice was priced in the $375 to $381 per ton range this week. 'Demand is still weak, (as) buyers are only making hand-to-mouth purchases because they know supplies are ample in exporting countries,' said a New Delhi-based trader with a global trade house. India's state reserves of rice, including unmilled paddy, totalled a record 59.5 million metric tons as of June 1, far exceeding the government's target of 13.5 million tons for July 1. Vietnam's 5% broken rice was offered at $382 per metric ton on Thursday, slightly down from $383 a week ago, according to the Vietnam Food Association. Asia rice: Prices in India edge up as demand improves; muted activity seen elsewhere The association said Donald Trump's announcement about a trade deal with Vietnam on Wednesday has no immediate impact on rice production and exports in the country in the short term. 'For the longer term, Vietnam's move to open its market to American farm produce will encourage domestic rice producers to improve their quality and enhance their competitiveness,' the association chairman, Nguyen Ngoc Nam added. Thailand's 5% broken rice is quoted at $380 per tonne, down from $385 to $390 quoted last week. 'Prices have been dropping because of the strong baht while there has been very little demand,' a trader said. The supply situation remained unchanged with traders expecting more supply to enter the market around August. Meanwhile, despite good rice stocks in Bangladesh, domestic rice prices remain high, putting pressure on ordinary households already struggling with rising living costs. Traders and market observers say that while there is no immediate shortage of stocks, factors such as supply chain inefficiencies, high production costs and market manipulation have kept prices high.
