Japanese premium footwear brand Onitsuka Tiger, a subsidiary of Asics Corporation, is exploring India as a potential manufacturing hub to enhance its presence and drive regional growth. This strategic move reflects the brand’s ambition to tap into India’s expanding market for premium footwear and apparel while strengthening its global supply chain.

In an exclusive interview, Ryoji Shoda, Vice President of Onitsuka Tiger, highlighted the importance of local manufacturing in India. “India’s market potential for premium footwear and apparel is expanding rapidly. Setting up local manufacturing will enhance supply chain efficiency and add significant value to our operations,” Shoda remarked. The brand’s growth in India has been notable, with double-digit gains in 2023 and 11 operational stores nationwide. Plans to expand with two additional outlets in 2024 underscore Onitsuka Tiger’s commitment to the Indian market.

India’s evolving consumer demographics, characterized by a fashion-conscious youth segment and rising disposable incomes, have created a burgeoning demand for premium goods. The Indian footwear market, valued at approximately $17 billion in 2023, is projected to grow at a compound annual growth rate (CAGR) of 4.8% through 2028, with volumes exceeding 2,225 million pairs. The rapid expansion of the e-commerce sector has further fueled this growth, offering brands like Onitsuka Tiger opportunities to reach consumers across the country.

Globally, Onitsuka Tiger has demonstrated impressive performance, recording net sales of 60.3 billion yen (approximately $382 million) in 2023, a 15.3% year-on-year increase. The brand has outlined plans to collaborate with an original equipment manufacturer (OEM) partner in India by 2028, an initiative that includes exploring export opportunities from the country. This strategy aligns with India’s status as the world’s second-largest footwear producer, with key manufacturing hubs in Tamil Nadu, Uttar Pradesh, and Maharashtra.

India’s appeal as a manufacturing destination is further validated by significant investments in the sector, such as Taiwanese footwear giant Hong Fu Industrial Group’s recent ₹1,500-crore commitment to establish a facility in Tamil Nadu. Onitsuka Tiger’s consideration of India as a production base positions the brand to leverage these industrial advancements.

Established in 1949 by Kihachiro Onitsuka in Kobe, Japan, Onitsuka Tiger has a storied legacy, including being the official footwear provider for the Japanese delegation at the 1968 Mexico City Olympics. Today, the brand enjoys a global following, endorsed by celebrities like Hailey Bieber, Uma Thurman, and Bella Hadid. In India, it competes with prominent players like Puma and Adidas, whose iconic styles, including the Puma Palermo and Adidas Samba, have captivated sneaker enthusiasts.

By focusing on India as a manufacturing hub, Onitsuka Tiger underscores the country’s growing significance in the global footwear industry. With its dynamic consumer base, robust market potential, and industrial capabilities, India provides an ideal platform for the brand to scale its operations and accelerate regional growth. As Onitsuka Tiger continues to innovate and expand, it is poised to capitalize on India’s booming demand for premium footwear and apparel.