Liberty Has Not Only Its Own Unique Styling But Also Has The Capability To React To Special Market Requirements

Dr. Namita Anand, National Head (Marketing)-Institutional Sales, Liberty Shoes Limited talks about Liberty’s focus areas in safety footwear market in India, the unique selling proposition for their safety shoes, plans to spread safety awareness in the SME market and her views on UBM’s OSH India exhibition cum conference and what more needs to be done to further the cause of spreading OSH awareness in India.

Interviewed by Adeesh Sharma

1) Please tell us about your focus areas in safety footwear market in India?

• Safety & Comfort: We ensure utmost safety against extreme working conditions and odds and to facilitate comfort walk and accident free working environment.

• Technical Competence: Liberty follows a simple business philosophy - to devote our talent and technology to create the finest safety shoes and provide advance safety features.

• Quality & Standards: Warrior Shoes follows highest standards of Safety, Durability, and Comfort for any challenging environment.

• Effective CRM: Commitment to Customer Oriented Approach and Customer Service Standards to provide excellent services.

2) What is the unique selling proposition for your safety shoes? 

• Technical Competence

• Excellent Manufacturing Set Up

• Production Capacity

• Variety of Products

• Designing and customization capabilities

• Human Resource - WE

• Customer Oriented Approach 

Advanced Production Technologies: Liberty manufactures shoes as per international standards and offers latest specifications as per norms and standards prevailing worldwide. Warrior Safety Shoes come with ISI Marking and have always exceeded norms as laid by reputed Organizations & Laboratories. Liberty is an ISO 9001:2008/SA 8000 company. The Warrior All Terrain Professional Gear are made to the latest International Safety Norms (EN ISO-20345) and BIS Norm (IS 15298) for ensuring highest standards of safety, durability, and comfort.

An integrated infrastructure facility includes 6 manufacturing units, an in-house tannery, and laboratory with state-of-the-art technology.

The unrelenting focus on high quality has led Warrior to earn the confidence of some of the most stringent organizations in the world. As a result, Warrior has been awarded with globally recognized certifications & approvals. Warrior is certified by reputed laboratories from world over, such as F.D.D.I (India), P.F.I (Germany) and Intertek (U.K.).

Innovation: The Group has consistently evolved the structure and spirit to keep pace with the technological advancements and changing trends in footwear. Introducing new Safety features regularly in its shoes makes Liberty one step ahead of the competition. The increase in rate of ‘ergonomically designed safety shoes’ is one of the latest trends that will gain traction in the safety shoes market in the coming years. Ergonomically designed footwear has a greater influence on the body weight and movement, failing to which can lead to several health issues accompanied by comfort and fit issues. Additionally, ergonomically designed safety shoes also help in reducing strain and lead to sufficient support of the feet. Liberty has already taken a step in this direction with the Introduction of lib Active Insocks. Lib Active Insocks are specially designed insocks which give support to the entire foot (including arc area) and distributes the load in a wider area. Because of this uniform distribution of weight man doesn’t get tired soon even after long standing hours. This increases his concentration at work. It guarantees great comfort balance, shock absorbing, high grip to the wearer; it keeps the foot dry and conditioned and restricts fungal infection.

Liberty has three different brands to choose from in safety shoes range, Warrior, Fighter & Cassino for different industries with different occupations & peoples’ preferences.

Customization: Liberty cooperates to special market requirements, and can customize shoes as per customer specifications at a competitive price. LIBERTY has not only its own unique styling but also has the capability to react to special market requirements & can customize shoes as per the specification of the customer at a very competitive price and on time.

Our leaders search for brightest talent from India, give them resources they need to be the best in what they do and the result is we produce best quality safety shoes which protect feet of customers. Liberty is attentive to the customer’s needs and expectations. We deliver best in customer services and retention.

3) The SME segment employs more than half the workforce in India. How do you plan to spread awareness in this market?

Customer Relationship Management: Our customers are our great influencers. Our relationships are an important part of our business. Nurturing relationships is a great way to increase brand awareness and to drive sales, and this is how our brand grows. Happy customers mention your product(s) and discuss your brand in their content; those mentions will expand your reach and increase people’s awareness of your product.

Demos, Free Trials, Samples - Nothing catches attention like Personal Visits to the Customers, Product Demonstrations & Samples for Field trials. Use the power of "personal touch" to get your hooks in potential customers. The value your brand gives to each customer’s experience helps distinguish you from marketplace competitors. 

Integrated Marketing Mix: Design comprehensive plan that includes roles of a variety of communication disciplines such as advertising, public relations, personal selling through visits, road shows, exhibits, safety summits to educate on safety measures, and sales promotion to provide clear, consistent, and maximum communication impact across all communication channels.

Product Extensions: Liberty has been able to introduce Safety Shoes to suit different industries across India for different occupations with different climates and budgets. This is an opportunity in today’s ultra-competitive market landscape. 

4) What are your views on UBM’s OSH India exhibition cum conference? What more needs to be done to further the cause of spreading OSH awareness in India?

To get in touch with major Industrial Houses to generate awareness amongst manufacturing companies, that can be future prospects to participate in OSH exhibition. We would like to leverage tie-ups with footwear companies to conduct seminars in manufacturing units or plants related to safety measures and footwear use.