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Crocs Bets Big on India: Gen-Z and India-Themed Charms Drive Growth
26 Feb
Summary
- India is a prioritized top-six global market for Crocs, focusing on its young demographic.
- Crocs plans to launch India-themed Jibbitz to personalize its offerings.
- The brand faces declining sales despite increased focus and competition in India.
Crocs has identified India as a key priority market, aiming for long-term growth by targeting the country's young and rapidly expanding consumer base. The brand is actively engaging with Gen-Z through celebrity endorsements, featuring Rashmika Mandanna and Siddhant Chaturvedi. This strategic focus on younger demographics is expected to create a halo effect for the brand.
Expanding its offerings, Crocs is set to launch India-themed Jibbitz, small charms designed to personalize their iconic clogs. This move aims to capitalize on the growing personalization trend. Additionally, Crocs India introduced the Hey Dude brand, acquired in 2022, offering casual slip-on shoes primarily online, with plans for physical retail expansion.
Despite these initiatives, Crocs India has experienced a decline in sales over the past two years, with a nearly 7% drop to ₹558 crore in FY25 and a significant decrease in net profit. This downturn occurs amidst intensified competition from global brands like Birkenstock and Skechers, as well as traditional players like Bata struggling to attract younger consumers.
