“At Relaxo, retail expansion is about relevance, not numbers”

In conversation with Retail4Growth, Gaurav Kumaar Dua, Whole Time Director of Relaxo Footwears Limited, shares how the brand is scaling retail thoughtfully, with relevance and long-term vision. 

Footwear, in particular, is a category rooted in trust and habit. It is personal, practical, and closely tied to daily life. Consumers don’t just buy a product; they buy comfort, familiarity, and value they can rely on. This makes retail strategy not just a business decision, but a long-term commitment to understanding people, places, and patterns of purchase.

It is within this context that Relaxo Footwears has shaped its retail journey, one that prioritises relevance over reach. In conversation with Retail4Growth, Gaurav Kumaar Dua, Whole Time Director of Relaxo Footwears Limited, shares how the brand is building its presence in India’s complex retail environment with a clear focus on grounded expansion and regional sensitivity.

Expanding with market readiness

Relaxo’s retail journey shows how well the brand understands the way India shops. While the brand has established a strong base in metros and large cities, the current wave of expansion is focused towards Tier II and Tier III markets, as these regions are seeing higher aspirations, better infrastructure, and a growing demand for branded products.

As Gaurav explains, “Retail expansion for Relaxo has never been about chasing numbers for the sake of scale. It has always been about relevance and reach.”

Managing complexity at scale

Retail expansion in India comes with inherent challenges. Consumer behaviour varies across regions, influencing how people shop, what they spend on, and which categories they prefer. For Relaxo, the key focus is to deliver a consistent brand experience, regardless of store format or location.

“One of the biggest challenges is fragmentation. Every city, sometimes every neighbourhood, behaves differently. Footfall patterns, price sensitivity, product preferences, and even peak shopping hours can vary significantly,” shares Gaurav.

Another challenge for the brand is maintaining consistency at scale. Gaurav adds, “When you grow fast, ensuring that every store delivers the same experience, right from a metro mall to a high-street location in a smaller town, requires strong systems, training, and governance.”

Real estate costs and the availability of suitable locations, especially in prime areas, also remain ongoing considerations for Relaxo.

Building an omnichannel retail experience

Footwear in India is still very much a touch-and-feel category, with most consumers wanting to try a product before buying it. Physical retail continues to anchor Relaxo’s business, particularly in the mass and value segments. At the same time, digital channels are gradually gaining ground, particularly among urban customers and repeat buyers.

According to Gaurav, the future is not about choosing between online and offline, but about enabling both to work together. This integrated approach allows Relaxo to leverage the reach of digital platforms while preserving the trust and experience offered by physical stores.

The futuristic smart stores: Purpose-driven, not tech-heavy

Relaxo’s approach to smart store technology is practical and purpose-driven. Instead of experimenting for the sake of it, the brand adopts solutions that clearly improve operations and enhance the customer experience.

As Gaurav puts it, “Technology in retail should solve problems.” Accordingly, the company is prioritising systems that enhance inventory visibility, billing efficiency, and customer service. Upgraded POS platforms, stronger backend analytics, and tighter supply chain integration are already part of Relaxo’s retail roadmap.

Consumer-facing technologies, meanwhile, are being evaluated with caution. They are implemented only when they meaningfully improve ease of shopping and are intuitive for both store teams and customers, ensuring technology supports the experience rather than complicates it.

Technologies shaping the next phase of footwear retail

According to Gaurav, “The biggest impact will come from technologies that bridge insight and execution.” Advanced analytics will enable better demand sensing and reduce inefficiencies, while supply chain digitisation will support faster replenishment and more accurate stock management.

AI-led demand forecasting, smarter assortment planning, and improved last-mile integration are set to quietly reshape operations. On the consumer side, tools that build purchase confidence, such as improved size guidance and frictionless return processes, will have greater relevance than visually flashy or complex interfaces.