Launched in 1996 as a formal footwear brand, RedTape has evolved into one of India’s most influential lifestyle and athleisure brands. While formals laid the foundation, the brand’s journey has been defined by a steadfast commitment to design, durability, and delivering unbeatable value. Today, RedTape stands poised to dominate the lifestyle and athleisure space in India, fueled by innovation, inclusivity, and deep consumer understanding.
In a wide-ranging conversation, Shuja Mirza, CEO of RedTape, delves into the brand’s growth, its strategic focus on Gen Z and millennials, and how it’s pushing the boundaries of footwear technology and sustainable fashion.
Targeting Gen Z & Millennials: Value Meets Innovation
“Our strategy to engage Gen Z and millennial shoppers focuses on delivering high-quality products at the best possible prices, ensuring value without compromising on style or durability,” says Shuja Mirza. RedTape taps into digital design and sourcing innovations, using data-driven insights to create relevant offerings and authentic customer experiences.
By staying transparent and aligned with the values of younger consumers, RedTape has built a strong emotional and functional connection with the new-age customer. “We connect with younger consumers where they are most active and deliver not just fashion, but meaning,” Mirza adds.
Rise of Unisex and Inclusive Footwear
A noticeable trend shaping RedTape’s product design is gender neutrality. “Unisex footwear is becoming increasingly important as consumer preferences evolve towards inclusivity and self-expression,” notes Mirza.
RedTape has been proactive in integrating gender-neutral designs into its collections, focusing on comfort, style, and cross-gender appeal. This is not merely a trend—it’s part of a larger cultural shift. “It reflects our commitment to inclusivity and innovation,” he explains, “and positions RedTape as a progressive brand that stays ahead in a dynamic, modern marketplace.”
Navigating Trends and Challenges
According to Mirza, the Indian footwear industry is undergoing a rapid transformation. “Digital transformation, growing demand for non-leather alternatives, and the rise of gender-neutral styles are key drivers right now.”
On the opportunity front, RedTape is betting big on tech-integrated products and a robust digital ecosystem. However, challenges persist—namely the fragmented unorganized sector, supply chain inefficiencies, and the growing threat of counterfeit products.
“To counter these,” he says, “we are investing in innovation, ethical sourcing, and strengthening our distribution networks. It’s about aligning with evolving consumer values while staying future-ready.”
Power of Collaborations in a Crowded Market
Strategic partnerships have played a pivotal role in elevating RedTape’s cultural relevance. “Collaborations with celebrities, influencers, and designers create buzz and add aspirational value,” says Mirza.
Where influencers foster authentic digital engagement, designer tie-ups allow RedTape to refresh its collections with exclusive styles. These collaborations not only deepen brand awareness but also reinforce RedTape’s image as trend-driven and youth-centric.
Sustainability: More Than a Niche
RedTape is responding to the rising tide of eco-consciousness in Indian consumers. “It’s no longer a niche—it’s a real and growing demand,” affirms Mirza.
The brand avoids PVC and uses PU and vegan leather, along with recyclable EVA compounds, in its footwear. More importantly, RedTape designs durable classics that last longer, promoting responsible consumption.
“By blending timeless aesthetics with eco-friendly materials, we’re shaping the future of sustainable fashion in India,” he adds.
India’s Global Footprint in Footwear
India’s rise as a global footwear hub has been catalyzed by competitive pricing, improved quality, and innovation. “There’s global interest in Indian-designed footwear because we combine craftsmanship with technology and affordability,” says Mirza.
RedTape, with its international manufacturing ecosystem, has capitalized on this shift. He adds, “Make in India initiatives and digital visibility through e-commerce have helped position India—and brands like RedTape—on the global map.”
Footwear and Apparel Technology
Product innovation is central to RedTape’s success. “We’ve introduced ETPU soles in our everyday footwear for energy return and comfort,” says Mirza. The brand’s Ozark range supports outdoor adventures like hiking and trail running, while the Performance collection includes sports-specific footwear for soccer, tennis, and training.
In activewear, RedTape uses Sorona yarn, known for softness and antimicrobial properties, along with moisture-wicking and quick-dry technologies.
“Our focus is on combining technical performance with comfort, so consumers get the best of both worlds,” he emphasizes.
Comfort-Tech and the Smart Footwear Future
Indian consumers are enthusiastically adopting comfort-tech features. “The response has been phenomenal,” Mirza notes. From memory foam to ergonomic arch support, customers appreciate the thoughtfulness behind each design.
Looking ahead, RedTape sees enormous potential in smart wearables and tech-infused footwear. “We’re actively exploring how to integrate smart technologies—fitness tracking, temperature control—into our collections,” says Mirza. “It’s the natural evolution of lifestyle footwear.”
Even 3D printing is reshaping product development. “We 3D print all sole prototypes to evaluate them before full-scale production. It speeds up sampling and enhances design accuracy,” he adds.
Pricing, Sales and the Direct-to-Consumer Push
In a competitive market, RedTape adopts value-based pricing. “Our goal is to offer premium quality at an accessible price,” says Mirza. Seasonal and dynamic pricing, exclusive online promotions, and loyalty programs are all part of the mix.
RedTape sees strong spikes during the OND quarter—October to December—with festivals like Navratri and the wedding season boosting sales. “We plan campaigns and inventory well in advance using data-driven forecasting,” he explains. “It ensures readiness and maximizes conversions.”
Compliance and Consumer Trust: The BIS Advantage
RedTape was the first in its category to obtain the BIS license, underscoring its leadership in compliance and quality. “Aligning with Indian standards has strengthened our material selection and manufacturing precision,” says Mirza.
With eight exclusive factories overseas dedicated to RedTape, consistency and compliance remain uncompromised. “The ISI mark has increased consumer trust significantly,” he notes. “It signals safety, reliability, and authenticity—qualities that deeply resonate with today’s buyers.”
Walking into the Future
RedTape’s success lies in its ability to evolve continuously while remaining rooted in its core values: design, quality, and value. Under Shuja Mirza’s leadership, the brand is not only addressing current market demands but also shaping future trends—from unisex collections and eco-conscious materials to smart tech integration and digital-first strategies.
As Indian consumers grow more discerning and global markets open wider, RedTape is poised to not just participate—but lead—the next phase of lifestyle and athleisure growth.
“We’re not just building products. We’re building experiences that reflect the spirit of a new India—modern, inclusive, and driven by value,” concludes Mirza.
