A Fashionable, ‘Boot'iful Idea

When India’s exports were on a decline over the last couple of years, one product category that did not lose its shine is leather boots. On the contrary, its exports from India surpassed that of traditional leaders like Germany and Netherlands. The Dollar Business analyses what makes this product a bestseller overseas.

- Niladri S. Nath

Heard the phrase: “you can’t buy happiness, but you can buy shoes, and that’s kind of the same thing”? Well, if not men, womenfolk will definitely relate to this statement. And why not? There are studies that prove, “when a woman shops, especially for a pair of shoes, the neurotransmitter dopamine is released in large quantity, providing a feel-good high, similar to taking a drug.”

And it’s not just dopamine at work. Martin Lindstrom, a branding expert for Fortune 100 companies and author of ‘Buyology: Truth and Lies About Why We Buy’, states, in his book, that “the mood-altering traits of shoes also come from another brain reaction. Buying new footwear stimulates an area of the brain’s pre-frontal cortex termed the collecting spot. As a result, collecting each type provides a mini-adrenaline rush similar to the satisfaction a stamp collector gets when he acquires a rare find.” Now that’s some science! And that’s also the reason why footwear aficionados would never compromise when it comes to buying a new pair, particularly of leather boots (a collector’s item, as they call it)!

What makes this story of fascination with leather boots satisfying for Indian exporters is that the obsession for leather boots is becoming even more ubiquitous with each passing day. Be it ankle boots, knee-high boots, mid-calf boots, or biker boots – for men, women or children – ‘Made in India’ tag is fast gaining popularity across the globe. The reason is simple – Indian exporters offer high quality boots at lowest possible prices.

NUMBERS TALK