Changing Scenario of School Shoes

In recession time companies are taking all possibletoo, as CBSE, ICSE, NCERT, etc. The schools
initiative to increase the business volume. Naturally howrecognised by these schools have their own dress
they may lag behind in school shoes segment.code of their kind. Generally in such schools too there
Education in India has been provided more importanceare trend of two pair of shoes in a week.
since the beginning of human civilisation. It is mentionedApart from all these, now especially in metro cities
in epics that in ancient times the kids were sent toanother kind of school is taking place significantly and
Gurukul for education for a fix period of time wherethat is play-school. The trend of play-school is rapid
their all arrangements from education to their food,growing. Generally, in such schools two years old
lodging, etc. were done by the Gurukul administration.children got admitted where learn while playing.
The structures of these educational institutions haveHowever such schools don't have the dress code but
been changed with time. Different religions openedthe children wear shoes which have their own identity
study centers according to their faith and traditions. Inin market.
present time too, there many educational institutionsNow many of the companies are engaged in the
are there according to income diversity in society.business implicit in shoes requirement of these schools.
These institutions are not only different according toNot only tiny and cottage industries but multi nationals
income level but there is many other basis ofare in such companies. Some private institutions
segmentation. They are government, private, nursery,properly form a contract with these companies and
primary, junior, senior, kendriya vidyalaya, navodayathe shoes of their dress code are available their stores
vidyalaya, etc.only.
Peoples from different income groups send theirOn the other side such government schools which
children according to their income potential to thesearrange the education as well as fooding, lodging and
institutions. These institutions have their own dressdress of children, they purchase school shoes in bulk
code which is mandatory to fulfill. One of them is shoe.quantity by issuing the tender. Now the Government
Shoes are the most important part of their dress code.has implemented a law of mandatory education for
In ancient times where children use khdaun made fromchildren till age of 14 year. So, the Government itself
wood for their feet, now many kinds of schools shoesarranges the other needs of the children apart from
are worn in schools today. In fact a school shoe haseducation. Government itself purchases and distributes
its own industry. The diversity of these school shoesthe shoes to children.
are decided by the location, status and rules-regulationMost of the footwear companies accept that business
of the management of the schools. As in metro cities,of school shoes has its own idenity which has
fee of the school starts with somewhere Rs. 1500 perdominance in footwear industry. Many companies
month which is Rs. 10,000 per month too in someannounce their new range of school shoes from time
cases. Often in such schools have rule to wearto time. In most of these ranges belly shoes fulfill the
two-three types' shoes in a week, for example, regularrequirements of girls while shoes made form leather,
school shoes, PT shoes, sports shoes, etc.rexin and canvas cover the boys shoe necessity.
Similarly, in small cities or town areas too there areTo tap the opportunities in school shoes segment not
different schools which can be diversified easily. Theonly small and national level companies but
fee of such schools is in range of Rs. 200 per monthmulti-nationals like Nike, Adidas, Bata, etc. are recording
to Rs. 700-800 per month. Naturally, the guardians oftheir presence. However, the centalisation of these big
children of such schools will be from different incomebrands are limited to metro cities as these shoes can
groups. Also the dress code of such schools will bebe bought by those guardians whose children are
different. However, in most of such school too therestudying in highly paid schools. On the other side the
are trend of at least two pair shoes per week.shoe requirement of medium and low fee range
Also, the schools can be classified according to theirschools is often filled by many small and national level
administration pattern and financial arrangements, as incompanies like Relaxo, Lakhani, Paragon, Niio,
private schools the financial arrangement lies in theirColumbus, Lancer, etc.
formulated boards and they fulfill their financial needsBut due to recession, school shoes business too
by fees. In government schools the financialhammered. According to an estimate from September
arrangement and administration are done by the2008 to now the business volume of school shoes has
government representatives. It is perception that feebeen decreased. In these circumstances where small
of government schools is not much which is correct tocompanies just follow the innovative and new designs
larger extent. Most of the government schools areby big international brands and they launch it lower
navodaya vidyalaya, kendriya vidyalaya, inter college,price band in market. But the big companies have their
primary schools, etc. which are exists from villages toseparate research and development department.
metro cities. These schools too have their own dressThese departments continually innovate new designs
code. However, guardians of the children studying inwith special features and facilities which are liked in
these belong to lower income group except somemarket.
exceptions. Shoes of their dress are also accordingly.In recession time companies are taking all possible
In government institutions there is another group i.e.initiative to increase the business volume. Naturally how
state board of different states. Every state has itsthey may lag behind in school shoes segment. Hence
own education board operated by state administrationevery footwear company either big or small is
and there are many institutions recognised by theselaunching new range of school shoes.
boards. Many boards are operating at national level