Brazilian slipper brand Havaianas which has just launched its operations in India will invest $20 million in the next 5 years to expand its market. Alpargatas S.A. and Shoezone Lifestyle LLP have formed a joint venture partnership for the Indian entry of the brand. Havaianas plans on aggressively focusing on 10 top cities to speed up the distribution and achieve its full potential. The first locations for the stores include Mumbai, Bangalore, Goa, Chennai, Pune, and Cochin.
This will be accompanied by intensive cross-platform marketing and PR campaigns. Havaianas will be available at shoe specialist, department stores and e-commerce platforms. The company believes their brand will be a radical change in the way Indian consumers perceive and wear slippers today.
The brand believes Havaianas will become a love brand and their product portfolio will offer consumers the possibility of being aligned with the latest fashion trends with extreme comfort. A diverse portfolio of more than 120 styles and 350 colors will be available for consumers of all genders and ages.
