Liberty Shoes Limited started its retail journey in 1954. From a modest start in Karnal, Haryana, to becoming one of India’s most trusted and widely distributed footwear brands Liberty’s journey has been one of continuous growth and transformation. Evolving from a manufacturing-led approach to a consumer-focused retail model, Liberty today operates over 400 EBOs and is present in 6,000+ MBOs across India.
To cater to diverse consumers, Liberty has built a strong portfolio of sub-brands. Additionally, it has embraced e-commerce and omnichannel retail through its website and leading platforms, backed by data-driven merchandising and a focus on innovation.
Today, Liberty continues to combine legacy with modernity, delivering style, comfort, and performance to customers across India—and beyond.
Lifestyle Footwear Company
With a legacy spanning over 65 years, Liberty is one of India’s few homegrown brands that has evolved into a complete lifestyle footwear company, offering products across age groups, price points, and use cases.
A focus on multiple footwear segments replete with a multi-brand strategy and specialised lines to meet the distinct needs of different consumers across demographics, innovation-driven footwear—including ThermaStep heated insoles, vibration massager soles, NitPro Technology, and smart foot scanning—at competitive prices; a strong retail and omnichannel presence; a Made in India brand with in-house designs and agile manufacturing sets the brand apart from others is its unique ability to combine heritage, innovation, and accessibility under one roof.
Product Range
Liberty’s extensive portfolio is designed to cater to a wide variety of consumer needs, spanning across lifestyle, performance, safety, and age-specific segments:
- Casual & Lifestyle Footwear: Liberty’s brands Leap7x and AHA deliver trend-driven styles and comfort for everyday use. They also, along with the Healers range, consistently rank as Liberty’s best-selling and fastest-moving ranges
- Comfort & Formal Footwear: The Healers range offers enhanced cushioning and ergonomic design for all-day comfort, making it ideal for formal and office wear.
- Sports & Activewear: Collections like Reactive 2 and Eazygo are engineered for durability, support, and performance—perfect for active lifestyles.
- Kids’ Footwear: Leap7x Kids and Lucy & Luke provide vibrant, comfortable, and safe footwear designed specifically for children.
- Safety & Industrial Footwear: Our Warrior line is tailored for industrial and defense environments, offering heavy-duty protection and performance.
These private labels also help Liberty adapt to market shifts, catering to several emerging categories including Athleisure & Streetwear, Health & Wellness Footwear, Sustainable & Eco- Conscious footwea, Kids’ Specialized Footwear, and Safety & Industrial Footwear.
Product Development
At Liberty Shoes Limited, the approach to design and development is deeply rooted in a blend of consumer insight, trend analysis, innovation, and agility. With over six decades of industry experience, the brand has built a structured yet dynamic design ecosystem that allows it to stay relevant and ahead of the curve.
- Consumer-Centric Design Philosophy: Every design begins with understanding the needs, preferences, and lifestyles of Liberty’s diverse customer base. Liberty closely monitors feedback from both retail and digital channels to ensure that designs are not just visually appealing but also functional and purpose-driven.
- In-House Design Excellence: A dedicated internal design house staffed with skilled designers and footwear technologists rapidly conceptualizes and develops new designs, allowing Liberty to respond swiftly to seasonal trends, fashion cycles, and regional preferences across India.
- Global Trend Integration: Merchandising and R&D teams consistently track global fashion and material trends, attending international trade fairs and engaging with trend forecasting agencies to incorporate global aesthetics into its local offerings.
- Technology-Led Development: Liberty integrates advanced technologies like 3D prototyping and digital modeling to accelerate its design-to-market timeline, reducing waste and increasing precision.
The brand chooses materials based on three critical factors: functionality, comfort, and longevity. Their teams prioritise:
- Lightweight and breathable fabrics for all-day wear
- Shock-absorbing soles and cushioned footbeds for comfort
- Eco-conscious materials in alignment with our sustainability goals
- High-durability uppers and outsoles for industrial and high-performance footwear
- Smart insole components (e.g., ThermaStep, vibration massage) that require safety-certified materials for tech integration
Liberty also takes into account regional climates, usage patterns, and foot health needs when selecting components for different footwear categories.
The brand’s quality assurance process is ISO-certified and structured across multiple checkpoints—from raw material inspection to finished goods testing. Some key practices include:
- Vendor audits to ensure material suppliers meet our performance and sustainability standards
- In-house lab testing for durability, slip resistance, and comfort metrics
- Batch-wise product testing and field trials to simulate real-world wear
- BIS (ISI mark) compliance across categories, which has significantly boosted customer trust and product consistency
They also integrate feedback loops from their retail and e-commerce channels to detect any quality concerns early and make continuous improvements.
Innovation & Technology
Liberty is constantly evolving its footwear to combine cutting-edge technologies with the richness of Indian heritage, creating products that are both functional and unique.
Incorporating Indian Art Forms: An exciting innovation in its recent collections is the integration of traditional Indian art forms in footwear designs. Liberty collaborates with skilled artisans to incorporate the intricate beauty of several famous Indian art styles, such as Madhubani Art from Bihar, Himalayan Art inspired by the serene landscapes and cultural motifs, Dabbu Art rooted in Rajasthani tradition with its bold, geometric patterns and Kalamkari Art originating in Andhra Pradesh with its hand-painted and natural dye techniques.
In addition to the cultural designs, the brand has also introduced several innovative technologies to enhance comfort, durability, and performance:
- ThermaStep Technology: Adjustable heated insoles to provide warmth, ideal for colder climates or people with specific foot health needs.
- Vibration Massager Insoles: With rechargeable batteries, these insoles offer soothing foot stimulation to relieve fatigue, especially for people who are on their feet for long hours.
- NitPro Technology: This tech increases the flexibility, durability, and support of our footwear, particularly in our sports and activewear collections.
- Eco-Friendly Materials: We are committed to sustainable fashion, using bio-based materials, recycled fabrics, and environmentally friendly production processes in many of our designs.
Brand Strategies
Liberty’s market presence has grown exponentially over the years. From our humble beginnings in 1954, the brand has expanded its reach through EBOs, MBOs, and e-commerce platforms. Liberty today boasts of 400 EBOs across 240 cities in India – from major metros to Tier 2 and Tier 3 cities – as well as presence in thousands of MBOs across the country.
Aside from this, the private label Warrior is growing internationally with catering to customers globally with exports to over 25 countries.
The brand also has a robust presence across all major e-commerce platforms including Amazon, Flipkart, Myntra, and others, providing a seamless online shopping experience for customers across India and beyond. The core of Liberty’s Omnichannel strategy is to provide flexibility, convenience, and consistency across all channels, ensuring customers have a smooth experience regardless of how or where they engage with the brand. Additionally, Liberty provides customer support through chat, email, social media, and phone, ensuring queries are addressed promptly. The brand actively collects and acts on customer feedback to improve product offerings, user experience, and service standards.
Beyond Omnichannel, marketing strategies include a mix of digital innovation, emotional storytelling, and product-centric campaigns like #ForeverSneakers and Mera Joota Hindustani, to shape a brand that speaks to every generation of Indian consumers.
Expansion Plans & Annual Turnover (FY 2023–24)
The brand’s revenue from operations in FY23-24 was ₹650 crore and it is optimistic about its growth trajectory.
Its strategic initiatives include:
- Expansion of Retail Presence: Plans to open 100+ new stores across Tier I, II, and III cities, enhancing accessibility and brand visibility.
- Digital Transformation: Strengthening our e-commerce platforms to cater to the growing online consumer base.
- Product Innovation: Introducing new collections and incorporating advanced technologies to meet evolving customer preferences.
Overcoming Challenges
Like any business, Liberty – while committed to staying at the forefront of the footwear industry – faces several challenges that impact operations. These include:
- Rising Raw Material Costs: The global supply chain disruptions, fluctuating prices of raw materials (like leather, rubber, and textiles), and inflation have caused an increase in production costs.
Liberty plans to overcome this by:
- Optimising Production Processes: Investing in technology-driven manufacturing processes to improve efficiency, reduce waste, and lower overall production costs.
- Sustainable Sourcing: Focus on eco-friendly materials and recycled inputs to gradually reduce reliance on high-cost traditional materials and thus help mitigate price volatility.
- Cost Management: Monitoring the raw material markets and adjusting sourcing strategies.
- Shifting Consumer Preferences: Consumers are becoming increasingly demanding, with preferences shifting toward comfort, sustainability, and personalisation. Traditional footwear that doesn’t cater to these evolving needs may struggle to maintain relevance.
Liberty plans to overcome this by:
- Product Innovation: With a focus on smart footwear technologies which resonate with consumers.
- Personalisation: Exploring more customisation options in designs and sizes to cater to unique preferences and needs.
- Catering to New Trends: Closely monitoring emerging trends and consumer behavior to stay relevant and top-of-mind for modern consumers.
- Intense Competition: The footwear industry is highly competitive, with both established global brands and local players offering a wide variety of products making it challenging to stand out in the crowded marketplace.
Liberty plans to overcome this by:
- Brand Differentiation: Focus on unique value proposition.
- Customer Engagement: Through robust digital marketing strategies, including influencer partnerships and social media engagement, to build brand awareness and emotional connections with the target audience.
- E-Commerce & Omnichannel Retail Integration: With the rise of e-commerce, managing both online and offline retail channels effectively can be a challenge, particularly with different customer expectations in each space.
Liberty plans to overcome this by:
- Omnichannel Strategy: A robust omnichannel strategy so customers can easily switch between online and offline platforms for a smooth experience.
- E-Commerce Growth: For improved experience, complete with better navigation, fast delivery, and easy returns, driving higher engagement and sales.
