Chappers, an exclusive bespoke footwearcompany, is combining technology, comfort, and style to help people “put
their best foot forward.” The brand is eyeing humongous growth in the times ahead and has
undergone new branding and stylistic changes in a bid to help people
Chappers started with the famous KolhapuriChappals which have protected the feet of millions of Indians for centuries.
Sturdy and high-quality, they have been the favorite of royals as well as the
commons in the past. However, the lack of design diversity and limitation of
color options meant there is little for men to choose from when it comes to
footwear. To address this challenge, the founder Harshwardhan
Patwardhan, who is himself a die-hard fan of the Kolhapuri footwear,
decided to give the chappals a makeover combining the handcrafted quality with
cutting-edge technology and customer sensibilities.
Chappers is a path-breaking brand in the Indian men’s footwear industry, founded by
Harshwardhan Patwardhan. Initially launched with the vision of taking the iconic
Kolhapuri chappals to the world, Chappers has rapidly evolved as a brand that is solving
various shortcomings related to men’s footwear sector in India.
Traditionally, there is a severe lack of footwear colours for men, and only brown, black
and grey dominate the spectrum. There are almost no options for men who wish to go
beyond these shades in the footwear industry. Getting bespoke shoes made as per
personal colour and design preferences proves to be quite expensive and usually beyond
the reach of general public. Chappers is aiming to change this situation by becoming the
brand that will provide good-quality custom footwear to men, at the right price.
Being passionate about technology and indigenous products from India, Harshwardhan
decided to merge both to cater to the audiences. Through its unique combination
offerings of ready-to-wear shoes as well as custom footwear, Chappers offers an
unmatched experience to the customers. The company has built India’s first virtual
customization software that allows the customers to create a personalized design in
simple steps.
The customer visits the customization section at a Chappers outlet which has a
vast range of designs in unique colour combinations and material options. The
product can be touched and felt by the consumer and they can add accessories
as per choice.
Once a design is chosen, the customer can use an iPad to visualize how the
product would look and then place the order.
If one doesn’t choose to buy, they can just enter the mobile number and the
shoe design created by them will be sent on WhatsApp for future reference.
Orders placed are readied and delivered to the customer’s home within 48
hours.
Creative designs and product options of Chappers have received fantastic market
reception with orders coming in even before the brand launch. The company currently
has three stores in Pune, and another one is due for launch in April. There is also a
website that delivers all over India. So far, Chappers has sold to about 25,000 customers
and has delivered orders to 27 foreign countries and envisions taking the Indian
traditional footwear to every corner of the world. With a customer retention rate of
40%, Chappers is creating waves in the Indian footwear market.
One of the salient operational features of Chappers is that unlike the traditional
footwear market, it is a very low inventory business model. Retailers don’t have to stock
up thousands of pairs of shoes, knowing that only a handful of those would sell well. The
rest would later be sold at discounted prices during clearance sales. With a model
wherein 25-30 selected bestsellers are kept in a ready-to-wear section, and rest of the
designs are for bespoke customization, there is a very low need for inventory and retail
space at the outlets. The low delivery timeframe of up to 72 hours usually makes a
customer wait and opt for customised footwear, helping people make a style statement
with their shoes.
Options like choosing design, colour, materials, and even the choice of getting initials
printed on the Kolhapuris is making these high-quality sandals popular among public and
celebrities such as Sachin Tendulkar, M S Dhoni, Jackie Shroff, Union Minister Nitin
Gadkari, and Maharashtra minister, Aditya Thackeray and many such high-profile names.
Chappers is now aiming to develop a kiosk franchise model, and the first pilot outlet in
Pavilion Mall, Pune, has already been highly successful, and another one is coming up
soon at the Seasons Mall, Magarpatta. The long-term vision is to have a Chappers kiosk
in every mall across India. With thousands of such kiosks and customization orders
coming up from customers across regions, it will revolutionize the footwear retail sector.
Customers would increasingly opt for self-designed footwear once it becomes easily
available in the local malls. Eventually, the other brands will join the ecosystem, and
that’s the true change Chappers hopes to usher in!
Harshwardhan Patwardhan is the dynamic founder of the footwear label, Chappers. As a
path-breaking brand in the Indian footwear industry, Chappers is making waves through its
innovative designs, unmatched customisation options, and technology-driven in-store retail
experience.
Harshwardhan is a quintessential Indian and true to his Maharashtrian roots, he had an
obsession for Kolhapuri Chappals. When he went to study Business Management at
Nottingham, he carried a pair of the iconic sandals with him. However, when his footwear
was highly praised by people in UK, he began contemplating giving a modern touch to add
global appeal to the legendary Kolhapuris, that are typically available in only black, grey or
brown colours. Upon returning to India after completing his MSc in Business Management,
he decided to create his own footprint as an entrepreneur instead of joining the
transportation business of his father. The ‘Make in India’ initiative by the PM Modi proved
to be the ultimate inspiration, convincing the young businessman to embark on the journey.
He extensively researched on the footwear, undertaking several solo trips to Kolhapur to
find out about the sandals, and meeting leather manufacturers in Dharavi etc. He first
tested the waters by creating a few pairs that were tested under diverse and challenging
conditions such as long and difficult treks and walking through waterlogged areas during
heavy rains. Once the quality was ascertained, Harshwardhan led the company towards
initial production and design. The brand name ‘Chappers’ is a smart mix of ‘Chappal (Hindi
for sandals) + slippers. After the branding etc., was finalized, the brand was unveiled
through a small stall in a Pune mall. The overwhelming response saw hundreds of pairs
being sold within a fortnight, and Chappers was well on its way to glory.
With his maiden entrepreneurial venture, Harshwardhan Patwardhan is aiming to bring
about a fundamental transformation of the footwear industry. He is extremely passionate
about contributing to the global acceptance and popularising Indian handicrafts. In the next
ten years, he anticipates Chappers to become an international footwear brand with on-
ground presence in at least 10 countries, selling 20,000 pairs a month plus. He started with
Kolhapuri Chappals and gradually expanded to other footwear varieties like loafers, shoes,
mojris etc. He is also a multi-linguist with proficiency in Hindi, English, and German apart
from his native language, MarathiConsumers
The brand is successfully creating an exquisite range of bespoke, colorful, and personalized
range of footwear using advanced technology and signature craftsmanship
Pune, Chappers, an exclusive bespoke footwear company, has witnessed fantastic
growth in its endeavor to empower local craftsmen and revive the historic Indian footwear-
making art for contemporary buyers. The brand is eyeing humungous growth in the times
ahead and has undergone new branding and stylistic changes in a bid to help people “put
their best foot forward.”
Chappers started with the famous Kolhapuri Chappals which have protected the feet of
millions of Indians for centuries. Sturdy and high-quality, they have been the favorite of
royals as well as the commons in the past. However, the lack of design diversity and
limitation of color options meant there is little for men to choose from when it comes to
footwear.
To address this challenge, the founder Harshwardhan Patwardhan, who is himself a die-
hard fan of the Kolhapuri footwear, decided to give the chappals a makeover combining the
handcrafted quality with cutting-edge technology and customer sensibilities. A combination
of two words, ‘Chappal + slippers’, Chappers has rapidly emerged as a brand that provides
high-quality custom-crafted footwear for men, at the right price. Starting with Kolhapuris
today Chappers have ventured into loafers, sandals, and mojris in various colors, designs,
and styles for men.
Speaking about this, Harshwardhan Patwardhan, Founder, Chappers, said, “Chappers is a
brand revolutionizing the way footwear retail sector runs. We have adopted a process that is
extremely beneficial for retailers and unmatched for the consumers. Unlike a typical store
model where thousands of pairs of shoes are stocked, with only a handful of those selling
well, and the rest eventually getting disposed of in clearance sales, we display only 25-30
selected bestsellers that are bound to catch the audience’s fancy. We empower buyers by
offering them technology-driven customization of footwear. The buyer can experience high-
quality, personalized, and stylish footwear via touchscreens in the stores. In a short period,
we have managed to grow rapidly and make an indelible footprint on the Indian and
international bespoke shoe market. Also, we endeavor to come up with a new collection
every month, so our customers always feel happy and ecstatic each time they walk out of the
store.”
Unlike a typical footwear brand, Chappers offers a novel virtual customization software-
based experience that enables buyers to create their unique footwear design in a few
simple steps. In the process, the customers visiting the outlets get to experience the touch
and feel of the product and select design/color options as well as accessorize them.
Once the design is finalized, the customer can visualize the product’s look on his feet, by
using an iPad. If the customer is willing, he can place the order, and get the shoes delivered
to his home within 48 hours. Alternatively, the customer can enter his mobile number, and
the personalized design is shared with him on WhatsApp for future reference.
Chappers has already sold to about 25,000 customers across 27 countries, and the growing
list of patrons includes celebrities such as Cricketers Sachin Tendulkar, M S Dhoni, film star
Jackie Shroff, Union Minister Nitin Gadkari, young Sena leader and Maharashtra minister,
Aditya Thackeray, and many others. Their customer retention rate is more than 40% in this
highly competitive Indian footwear market. Currently, they are selling their products
through their website, as well as physical stores in Pune.
Chappers is now set to embark on a kiosk franchising model and is also foraying into the
women’s footwear segment to expand its market coverage across India. The vision is to
establish thousands of such kiosks in shopping malls all over India and enable tens of
thousands of people to experience the comfort of bespoke footwear at the right price every
day. Eventually, the brand aims to lead the evolution of this custom footwear market
wherein the conventional
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