The enforcement of BIS certification in the footwear sector is more than a regulatory formality—it’s a leap towards trust, transparency, and global readiness. The Indian footwear industry is undergoing a significant transformation with the rollout of mandatory BIS (Bureau of Indian Standards) certification—aimed at ensuring product quality, safety, and boosting global competitiveness.
Rollout & Timeline
The BIS certification for the footwear sector officially came into effect on July 1, 2023, covering 24 categories of footwear made from leather, rubber, polymeric materials, and more. Recognising the varying capacities of industry players, the government adopted a phased implementation approach:
- July 1, 2023: Large and medium-sized enterprises
- January 1, 2024: Small-scale industries
- July 1, 2024: Micro-scale industries This staged rollout helped minimise disruption and supported smoother compliance across different business segments.
BIS Certification: Key Aspects
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Why BIS Certification Matters
- Consumer Safety and Confidence: Especially for children’s and safety footwear BIS ensures products are free from harmful substances and are designed for ergonomic safety and durability.
- Quality Assurance and Brand Value: It enforces strict checks on raw materials, durability, adhesion, and overall build— enhancing both product performance and brand reputation.
- Regulatory Compliance: Footwear sold in India must carry the ISI mark to confirm BIS compliance. Manufacturing or selling non-certified footwear is illegal and can result in strict penalties.
- Level Playing Field: Uniform standards help eliminate inferior products and encourage healthy competition within the market.
- Export Readiness: Certified products better align with global standards, giving Indian manufacturers a competitive edge in international markets.
One Year On
Impact on Quality One year into implementation, retailers reflect on how BIS certification has impacted internal processes and product quality.
“BIS implementation has tightened our quality control process. It takes extra time in development but ensures uniform and enhanced quality. Though we had our own standard specifications & parameters of high quality assurance for past so many years,” said Anil Sunkara, CEO, Woodland.
“The implementation has notably transformed product development and quality control for Indian manufacturers and brands,” said Izhan Avoor, CEO of Toni Rossi. “Compliance is now embedded right from the design stage—impacting material selection, component sourcing, and even sole construction, all aligned with BIS standards. This shift has led to stricter quality control processes and improved material oversight. New product launches now include steps like BIS sample testing, documentation, and factory audits. While these requirements initially extended time-to-market, teams are now establishing standardised workflows, which are helping streamline processes and improve efficiency over the long run,” he added further.
“For Campus, quality has always been a fundamental commitment—not just an end goal. From the start, we’ve focused on delivering trend-led footwear that blends style, comfort, and affordability without compromising standards. This approach has helped us build trust with millions across India. The BIS certification has simply validated our long-standing practices. Being the first Indian footwear brand to receive a BIS license under QCO: IS 15844 Part I was a proud milestone that reflects our leadership in quality. It didn’t change our methods—it formalised them. The certification has helped streamline internal systems, enhance transparency, and sharpen our focus on durability and safety as we scale. For us, the BIS mark is a meaningful endorsement of the quality we’ve always championed,” said Nikhil Aggarwal, CEO and Whole Time Director, Campus Activewear Ltd.
“Aligning with BIS certification has significantly enhanced RedTape’s product development and quality control frameworks. As the first in our category to receive the BIS license, we’re proud to lead by example in setting industry benchmarks. Over the past year, integrating mandatory Indian standards has driven improvements across material sourcing, manufacturing accuracy, and product consistency. Our global manufacturing ecosystem— comprising eight dedicated factories operating exclusively for RedTape outside India—plays a vital role in maintaining compliance and quality. This alignment has not only deepened consumer trust but also streamlined our operations, strengthened our brand credibility, and sharpened our competitive edge in both Indian and international markets,” said Shuja Mirza, CEO, RedTape.
“The certification process has strengthened our brand’s long-term trust and credibility,” says Pulkit Verma, Chief Business Officer, The House of Rare. “We have prioritised local sourcing and plan to continue working with BIS-certified factories.”
“At Paragon, quality and compliance have been part of our DNA. The transition was seamless due to our existing systems and values,” shares Sachin Joseph, Executive VP – Marketing & IT, Paragon Footwear.
According to Sahil Malik, MD, Rosso Brunello, BIS certification has pushed the industry — and Rosso Brunello — to level up. “It’s led to more structured quality checks and supplier discussions around traceability.”
Ahmad Hushsham, Co-Founder of Yoho, adds, “It’s more than compliance—it’s a signal that our footwear meets rigorous benchmarks. It’s helped elevate our internal QC protocols.”
Shift in Consumer Trust
Footwear brands across India are also noticing shifts in consumer perception, especially in Tier 2 and Tier 3 cities. Footwear brands across India are witnessing a noticeable shift in consumer trust since the introduction of the mandatory ISI mark, particularly in Tier 2 and Tier 3 cities.
“We’ve started seeing customers ask about the ISI mark, especially in smaller cities. It’s building trust,” added Sunkara. “Consumers especially in Tier 2 and 3 cities view the ISI mark as a seal of authenticity and durability. With BIS standards becoming more visible in the news and on platforms like Amazon/Flipkart, there’s greater awareness, especially among parents, working professionals, and institutional buyers.
In B2B orders (e.g., uniforms or safety gear), the ISI mark is often now a prerequisite in tenders or bulk deals. It also shows that a brand is serious about quality, compliance, and safety not just design or price,” explained Avoor.
“While the ISI mark is still a relatively new indicator in the footwear category, it’s bound to play a role in shaping consumer perception— particularly around trust and durability. For many consumers, it is a quiet yet powerful reassurance that they are investing in a product that’s been verified for quality at a national standard. It’s not yet a primary purchase driver, but it is on the verge of becoming a symbol of added value. In a cluttered marketplace, certifications like these help cut through the noise. They give consumers an added reason to believe not just in the style or comfort of the product, but in its long-term reliability,” mentioned Aggarwal.
“Since incorporating the ISI mark on our products, we’ve witnessed a significant boost in consumer trust and confidence. The certification acts as a strong endorsement of quality and safety, further solidifying RedTape’s reputation for dependable and durable footwear. In a competitive marketplace, it provides a clear differentiator and appeals to customers who prioritise certified assurance. This development has not only strengthened brand credibility but also fostered deeper loyalty, positioning RedTape as a name synonymous with premium quality, authenticity, and consumer-first values,” explained Mirza.
Singhal, from Yoho, notes that the mark provides “an extra layer of trust” and boosts confidence among first-time buyers, especially as the brand expands into new geographies. Malik from Rosso Brunello, echoes this sentiment, calling the ISI mark a ‘trust signal’ that validates quality and reassures newer customers investing in premium Indian brands.
“While the impact may not be immediate, the ISI certification helps standardise product expectations, enhances confidence in quality, and curbs the entry of substandard imports,” explains Verma from The House of Rare.
For legacy brands like Paragon, the ISI mark aligns seamlessly with long-held values. As Joseph explains, “The ISI mark has reinforced our promise of quality and durability.” Together, these perspectives highlight the growing consumer awareness and trust the ISI certification brings to the Indian footwear market.”
Strategic Move for a Stronger Industry
The implementation of BIS certification is a strategic pivot for India’s footwear sector. As the market matures and consumer expectations evolve, certified products will be synonymous with trust, quality, and safety. For both manufacturers and retailers, aligning with BIS norms is not merely about meeting a legal requirement—it’s about future-proofing business in a competitive, quality-conscious global landscape.
