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Benchmarking Indian leather products across the world

Anu P. Mathai, IES, Chief Executive Officer, IBEF

Mar 14, 2017 14:33

India’s leather industry has moved progressively, transforming from a raw material supplier to a value-added product exporter over the past few decades. The country ranks second in terms of footwear and leather garments production in the world. The growth in demand for leather is driven by the fashion industry, especially footwear. The Indian leather industry currently accounts for around 12.9 per cent of the world’s production of hides/skins. The total leather and leather goods exports from India stood at US$ 5.92 billion in FY 2015-16. 

IBEF along with the Council for Leather Exports has initiated branding of India’s leather sector. The branding campaign aims at improving the perception and increasing awareness about India’s competitive advantages in the global leather industry. The branding strategy includes, among other elements, branding and publicity activities in the leading international publications and events. 

MAGIC Show, Las Vegas, U.S was the first such event in which IBEF participated. This is a flagship fashion sector event of US consisting of 14 concurrent trade shows that were held from February 20 to 23, 2017, at the Las Vegas Convention Center. More than 100 exporters participated from Council for Leather Exports along with Apparel Export Promotion Council (AEPC). IBEF supported the event with media releases in leading international publications, venue branding, customized fascia and standard kits comprising show bags, pendrives etc for distribution. 

The upcoming shows in this sectoral campaign are Indian Leather Show, scheduled to be held from March 21 to 22, 2017 in Madrid, Spain and APLF Leather & Materials+ scheduled to be held from March 29 to 31, 2017 in Hong Kong. IBEF has planned a comprehensive branding strategy for both these platforms.

With this strong branding push, IBEF aims to enhance the perception and awareness about the Indian leather sector.