When Sylcon Shoes inaugurated two new stores in Malappuram district—at Manjeri and Kottakkal—the brand chose to do something few retailers attempt.
It decided to step away from celebrity-led launches and instead place the spotlight on the people who truly define a market.
“From the very beginning, the intent was clear. “We didn’t want these to be just our stores,” says Faizan Mohamed, Executive Director, Sylcon Group. “We wanted them to belong to the people—the locals’ favourite footwear store, the market’s own store.”
No Celebrities, Only the People of the Market
Historically, Sylcon’s store inaugurations followed the familiar retail script—well-known faces, ribbon-cutting ceremonies, and photo opportunities. This time, the brand consciously rewrote that script.
Instead of celebrities, Sylcon invited the real faces of the neighbourhood. Through local marketing initiatives, the team engaged with residents, collected contact details, and conducted a lucky draw. The winners—auto drivers, kirana store owners, small traders, their families, and even a domestic worker and her family—were invited as chief guests for the inauguration.
They stood on stage.
They cut the ribbon.
They inaugurated the store.
Each was also honoured with small gifts, acknowledging their role not just as customers, but as an integral part of the community the brand serves.
Scaling an Emotion from Manjeri to Kottakkal
The Manjeri store was inaugurated by 10 local residents. The response exceeded expectations—both emotionally and in terms of community engagement.
Encouraged by this, Sylcon expanded the idea further at its Kottakkal store, where 25 local residents were invited as chief guests. Many brought their families along, transforming the inauguration into a deeply personal celebration.
For many of them, it was the first time they had ever been part of a store opening—let alone inaugurating one themselves. Being on stage, opening a brand’s store, and sharing that moment with their families made it an unforgettable experience.
That emotional connection was precisely what the brand was aiming for.
Building a “Janangalde Kada”
Internally, Sylcon refers to this approach as building a “Janangalde Kada”—a Malayalam phrase that literally means a people’s store.
A footwear store that genuinely belongs to the community it serves.
The brand has now taken a strategic decision to follow this format for all future store openings.
Its next store, scheduled to open in Chalakudy, will be a 6,000 sq. ft. exclusive footwear and bags store—and will be inaugurated by 100 local residents as chief guests.
A Legacy Rooted in Responsibility
Sylcon Group is a legacy footwear and retail brand deeply rooted in Kerala. Founded by K. Hamzu and now led by the third generation of the promoter family, the business has grown steadily with one guiding belief: footwear is not just a product, but a responsibility.
Over the years, Sylcon has evolved into a large-format retailer, with signature stores spanning 5,000–6,000 sq. ft., offering occasion-wear footwear, travel luggage, bags, and accessories—positioning itself as a complete lifestyle destination.
Comfort remains central to the brand’s philosophy. Products are personalised for each market, cushioning and fit are rigorously evaluated, and promoter involvement continues at every level of product development.
Entering the Next Phase of Growth
Until now, Sylcon’s growth has been entirely through company-owned, company-operated stores, allowing the promoter family to stay closely involved in the business.
As the brand enters its next phase, it is launching its franchise model this financial year, with plans to open 15 franchise stores and expand into newer markets—without diluting its core values.
For Sylcon, growth is not just about scale. It is about staying connected to the people who walk into its stores every day.
As the brand’s recent store openings show, sometimes the most powerful way to build a retail brand is not by inviting celebrities—but by celebrating the community itself.
