New Balance to balance on Indian feet

American shoe major, New Balance, is planning to enter Indian mass shoe market (products of lower value) by coming out with a separate India-range.

The company will be introducing a complete range of footwear and apparel through distribution channels for the mass shoe market foray in India by devising a two-pronged strategy "" wholesale trade backed by state distributors and standalone outlets in major Indian cities' high street, said B D Nathani, director sales and marketing, New Balance.

New Balance has appointed Royal Sporting House (RSH) as the licensee, marketer, distributor and currently sells shoes at 54 RSH stores across India and at all the Shoppers' Stop outlets.