Campus Success Story: Identity made with budget-friendly and comfortable shoes, read how Campus became a legendary shoes brand - Newztezz Online


Monday, May 8, 2023

Campus Success Story: Identity made with budget-friendly and comfortable shoes, read how Campus became a legendary shoes brand

Campus Success Story: Businessman Hari Krishna Agarwal started Campus Activewear Limited in 1986 with the brand 'Action'. Due to its unique marketing strategy and quality, this brand has become the choice of Indians.

A person's enthusiasm and passion can take him to heights. Hari Krishna Agarwal is an example of this, who set up a shoe business worth Rs 9,000 crore. Forbes included in the list of veteran Indian billionaire businessmen. He started the footwear business in 1983. Launched 'Action' brand shoes by forming a company named Campus Activewear Limited .

He introduced the shoes as a brand that was firmly known for comfort. The company introduced a new range of sports shoes which became very popular. Know, the story of the campus journey.

The strategy that worked

Shortly after introducing sports shoes, Campus launched a range for kids as well. They were branded as shoes that were budget friendly and could last for a long time. Gradually the company started introducing shoes for different segments. Being budget friendly yet long lasting the footwear has firmly established itself among the Indian consumers.

In 2006, the company launched its new brand and named it 'Campus'. The company launched it to compete with brands like Nike, Adidas and Puma. Presented a range of shoes in the campus costing up to Rs.3000. Being comfortable, this brand was well-liked.

There was also a reason for launching this brand. By the year 2005, Hari Krishna Agarwal realized that sports shoes are available in India at a very expensive price. He launched the campus to make sports shoes available to Indians at affordable prices. Indians liked this brand very much. Its initial price was kept at Rs.800. Which was competing with other big and expensive brands in terms of look and comfort. Due to its price and looks, it managed to make its place among Indians.

In 2019, the company changed its strategy and launched shoes priced above Rs 3,000. In the same year, the company started a plant in Ganaur, Haryana to increase production.

Country's largest sports shoes manufacturing brand

Currently, Campus Activewear has become the largest manufacturing brand in the country in terms of sports shoes. It has 5 factories in the country. After the launch of Campus IPO, there was a tremendous increase in the net worth of the company's chairman Hari Krishna Agarwal.

In the year 2020, the company's share in the athlete footwear industry was up to 15 percent. In 2021, it increased to 17 percent. Presently the company has 400 distributors across the country. Doing business in 652 cities of 28 states. The company is now expanding the business digitally through web and app.

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