HE SUPPLIES SHOES TO TOP BRANDS IN 24 COUNTRIES AND ALSO DREAMS TO SELL HIS OWN BRAND RED TAPE IN THOSE MARKETS WITHOUT ANY CONFLICT OF INTEREST. SHUJA MIRZA, VP – MARKETING, RED TAPE MEETS ANGSHUMAN PAUL
 
He’s a second generation leader taking ahead the flagship brand of Rs.300 crore Mirza International Ltd – Red Tape. In an exclusive conversation with 4Ps B&M Shuja Mirza, Vice President – Marketing, Red Tape talks about the challenges and opportunities that lies ahead for the group.

You paid heed to making Mirza International Ltd. a completely independent company in leather business that processes, manufactures and retails its own products. How difficult was it?
Not really, we already had the expertise of manufacturing as we were already exporting shoes and other leather goods. The challenge was in creating and promoting the brand Red Tape. My father created the brand and the challenge in front of me was to take it to every consumer in this country.

You have 45 stores across the country, where apart from shoes you have also introduced apparel and denims under the Red Tape brand. Are these merchandise manufactured by you?
The mission behind opening these stores is not only to promote the brand equity of Red Tape, but also to make Red Tape a one stop solution for our audiences’ dressing need. These products are mainly outsourced. But yes, we do a thorough quality check before offering it to the customer.

Indian retail scenario for shoe and leather goods is now swathed with numerous brands. How do differentiate yourself from them?
Our products are neither too high priced like the global brands, nor too cheap like many regional brands. Our expertise is in leather. So we are banking upon providing fine quality leather products at an affordable price.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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