Shoes have always been functional. For years, consumers bought footwear for durability, price, and comfort. Today, that equation has expanded. Footwear is no longer just utility, it is identity. Style, culture, and self-expression now sit alongside function, reshaping how brands operate in an increasingly dynamic market.
In conversation with Impact Magazine, Manoj Lalwani, Vice President, Marketing at Relaxo Footwear, explains how Sparx is navigating this transition while staying rooted in its legacy. He points out that while comfort remains critical, it is no longer a differentiator. “Comfort continues to be very important, but it has become a hygiene factor,” Lalwani says. “When you buy from a brand like Sparx, you expect it to be comfortable.”
What has gained prominence, especially among younger consumers, is everything layered on top. Design, colours, silhouettes, and cultural relevance are now key purchase-drivers. This has pushed Sparx to become far more consumer-first in its approach to product development. “We spoke to a lot of consumers to understand what they are really seeking. Based on those insights, we have developed the designs that you see today,” he explains.
Watch the full interview here:
One outcome of this thinking is the launch of chunky sole sandals. The idea was rooted in a clear behavioural pattern. Consumers, particularly younger audiences, are gravitating towards chunkier silhouettes. For some, it signals style and presence. For others, it offers functional benefits like better grip and adaptability across terrains. More importantly, the brand identified a whitespace. “We could not find too many options in the market for chunky sole sandals. That insight became a gap for us,” Lalwani notes.
The brand has collaborated with Chunky Pandey for the launch of the product. But, interestingly, the association was not part of the original product strategy. The product and the name came first. The creative connection came later. The term ‘chunky sole’ was a natural descriptor, and the wordplay with the actor emerged during campaign development, adding a layer of recall and relatability.
For Lalwani, this reinforces a larger philosophy. “It never starts with a face. It always starts with the idea and the product,” he says. “If someone fits that idea and happens to be a popular face, then great. But just having a face without a strong product story does not work.”
This insight becomes even more relevant in the era of creator marketing. Lalwani acknowledges that while influencer marketing is increasingly effective, the way consumers engage with fame itself has changed. He points to a larger cultural shift where fame is far more transient today. Creators and celebrities can rise quickly through content, remain relevant for a period, and just as quickly be replaced. As a result, brands are adapting their approach to talent.
“Today, the way consumers view celebrities has evolved,” Lalwani says. “We work with both ends of the spectrum. There are long-term associations like Salman Khan, who has been with Relaxo for over a decade, and current-generation faces like Sanya Malhotra, Chunky Pandey, and Raghu Rajiv.” For Relaxo, the answer lies in balance. Established faces bring trust and continuity, while newer, more relatable personalities help the brand stay culturally current. “It is a balanced mix, but the starting point is always the product and its story, not the face,” he adds.
Media consumption, too, has undergone a fundamental change. It is now largely platform-agnostic. While television once dominated, mobile devices today play the largest role, especially among younger consumers. This trend is not limited to metros. Tier-II and Tier-III markets are seeing equally strong digital adoption. “Television continues to be important. However, for some brands and audiences, digital has surpassed television, and for others, it is at par,” Lalwani explains.
As a result, Relaxo’s media mix is calibrated based on brand, audience, and geography. For some campaigns, the approach is digital-first, like the ‘chunky soles’ push. Overall, the mix remains balanced. “It is more or less 50-50 between traditional and digital,” he adds. Outdoor is used selectively depending on the objective.
Despite the rise of digital, distribution remains deeply anchored in physical retail. Sparx continues to have a strong presence across Tier-II and Tier-III markets, where traditional retail plays a critical role. At the same time, organised retail and e-commerce are gaining traction, particularly among younger consumers who are more open to discovery-led shopping. Rather than seeing this as one channel to another, Lalwani views it as an expansion of demand across touchpoints, with each playing a distinct role in the consumer journey.
Looking ahead, the brand is also expanding its play in adjacent categories. Sneakers and closed footwear are emerging as key focus areas, driven by the growing influence of global fashion and lifestyle trends in India. “Sneakers are about style, fashion, and lifestyle. How well a brand integrates into that culture will define its success,” Lalwani says.
For a legacy player like Sparx, the playbook is evolving. The fundamentals remain intact, but the levers of growth are changing. And as Lalwani sums it up, “There are multiple opportunities and challenges. The key is to keep understanding what the consumer is seeking and build accordingly. That’s where the next phase of growth will come from.”
