Tagline:-The power of Real leather.
Industry:- Footwear and apparel
Parent Company:-Ghadi detergent
Red Chief brand Analysis:
Footwear Brand Red Chief, a part of Leayan Global,is part of the fast growing RSPL Group.RSPL Limited started its primary Business and Marketing with its own FMCG soap Brand- GHARI in the year 1988 .Rspl Group has existence in many business like Real estate,wind energy,Dairy products and FMCG sector also.
Red Chief brand was launched in 1997 to meet growing demand for branded high quality shoes.The turnover of Leayan Global Pvt. Ltd in the financial year 2013-14 was Rs. 180 Crores. It has work strength of 1800+ full time employees.
Red Chief as a brand is constantly evolving to keep pace with the changing trends, styles, beliefs, and aspirations of people while maintaining the sanctity of certain traditions like workmanship and good value.
Leayan Global has its own Tannery to supply a complete range of finished leather as well as manufacturing facilities for making Sole and Shoe Upper, thus ensuring superior quality in every component of its products and becoming a complete Shoes Manufacturing Company.
The footwear brand also sells garments at its stores. It has tied-up with seven stores of Prateek Apparels (3 in Hyderabad, 2 in Bangalore, 1 in Delhi and Faizabad), which manufactures garments for the brand, for selling apparel in Coupon Stores. Red Chief has already tied up with Westside in UP and is planning an association with Walmart and Lifestyle too.
Marketing strategy of the brand includes ATL & BTL activities, TV advertisements with Virat Kohli, the brand ambassador.