Wings is a popular footwear brand that originated in India. The brand has become synonymous with affordable and stylish shoes, creating a strong presence in the Indian market. But is Wings truly an Indian brand? Let’s take a closer look at the origins and ownership of Wings to determine if it can be considered an Indian brand.
The History of Wings
Wings was founded in 1991 by Harikishan Agarwal in Delhi, India. Agarwal had prior experience working at a shoe export company and saw an opportunity to create an affordable shoe brand catering to the Indian market. At the time, the market was dominated by expensive foreign brands that were out of reach for most Indian consumers.
Agarwal started Wings with just one manufacturing facility and six employees in Delhi. The brand focused on stylish designs inspired by international trends but adapted to Indian tastes and sensibilities. Wings priced its shoes affordably, making fashionable footwear accessible to middle-class Indian consumers.
Within a few years, Wings had expanded across India through company-owned stores and distributors. The brand became popular for its diverse selection of shoes for men, women and children. From dress shoes to sneakers and sandals, Wings offered various styles while maintaining consistent quality and affordable pricing.
By the late 1990s and early 2000s, Wings had established itself as one of the most popular footwear brands in the country. Its shoes were considered synonymous with modern and youthful styles. The expansion continued through widespread distribution networks and additional manufacturing facilities. Wings reached a production capacity of over 100,000 pairs of shoes per day.
The brand also focused on celebrity endorsements and marketing campaigns featuring major Bollywood stars. These tactics helped grow brand awareness and appeal among Indian consumers. Within two decades, Wings had risen from a small start-up to one of India’s leading shoe brands.
Acquisition by Relaxo Footwears
In 2011, Wings was acquired by Relaxo Footwears, another Indian footwear company. Relaxo paid ₹1,750 crore to purchase Wings from its founders and original promoters.
Relaxo Footwears started in 1976 in Delhi and produced Hawai chappals before expanding into other footwear. As of 2011, Relaxo was one of the largest footwear manufacturers in India with mass appeal across middle and lower income groups.
The acquisition provided synergy between the two brands. Relaxo gained a youth-oriented brand that was growing modern footwear segments like sneakers and casual shoes. Meanwhile, Wings gained the manufacturing infrastructure and distribution network of a major footwear company in India.
Relaxo continues to run Wings as an independent brand targeted at younger demographics. Relaxo maintains Wings’ identity and brand positioning while supporting its growth plans. Wings retains design studios to create contemporary styles tailored specifically to Indian tastes and sensibilities.
The production facilities acquired from Relaxo allowed Wings to scale up capacity to over 500,000 pairs per day. Wings also accelerated expansion by leveraging Relaxo’s pan-India distribution network and retail relationships.
While the founders of Wings sold the brand in 2011, it has continued to operate from India under Relaxo’s ownership. Wings retains its management in India and continues to design, manufacture and market shoes specifically for Indian consumers.
Current Status of Wings
Today, Wings continues to hold a strong position in the affordable footwear segment in India:
- Wings has a presence across more than 350 cities in India through over 10,000 points of sale.
- It has 8 company-owned manufacturing facilities located across India.
- Wings produces over 55 million pairs of shoes annually.
- It offers footwear for men, women and children, covering categories like casual shoes, sneakers, sandals, slippers and more.
- Wings sells shoes at price points ranging from ₹400 to ₹2,000, competing well with other affordable brands.
- The brand retains appeal among youth and college students as well as middle-income groups across small towns and metros.
While no longer owned by its original founders, Wings continues to design, manufacture and sell its footwear primarily in India. Its shoes are made keeping Indian feet and preferences in mind. The brand understands Indian tastes and sensibilities better than most foreign brands. As a result, Wings shoes consistently gain popularity and sales across diverse demographics in India.
Is Wings an Indian Brand?
Based on its history and current status, it is clear that Wings can be considered an Indian brand:
- Wings was started in India by Indian entrepreneurs in 1991.
- The brand was built up by catering specifically to Indian consumers for two decades.
- Wings is currently owned by Relaxo Footwears, another Indian company listed on Indian stock exchanges.
- All its manufacturing facilities are located in India.
- Its shoes are designed and developed specifically for Indian feet and tastes.
- The brand focuses sales and marketing primarily in the Indian market.
- Wings generates the majority of its revenues from Indian consumers.
Though foreign brands dominate India’s footwear industry, Wings has established itself as a truly Indian brand. It is perceived as an Indian brand by consumers across the country. The brand understands local consumer behavior better than multinational competitors. As a result, Wings enjoys a strong Indian identity and maintains appeal as a homegrown footwear brand.
Key Takeaways
- Wings was founded in 1991 in Delhi by Indian entrepreneur Harikishan Agarwal.
- The brand quickly gained popularity by offering affordable and stylish footwear to Indian consumers.
- In 2011, Wings was acquired by Relaxo Footwears, another major Indian footwear company.
- Wings continues to operate as an independent brand managed from India.
- With its Indian origins, design sensibilities, manufacturing and focus on Indian consumers, Wings is considered an Indian brand.
