Click to play videoKolhapur: In Kolhapur, they say you must go see the Kolhapuri. The world famous chappals take its name from the town or is it the other way around?
No one quite knows but it’s definitely the town's best-known export. Everyone who comes to Kolhapur, buys a Kolhapuri. But for years, the chappals have largely been a localised taste with only some die-hard fans outside the town. But that is set to change. Thanks to retail giant Big Bazaar.
“This is a big boost to business. The volume increases and so does variety,” says a Kolhapuri seller, Sandesh Mahajan.
That's why Mahajan is showing off his wares to Big Bazaar merchandisers, hoping that one day hundreds will wear his shoes that sell between Rs 200 to Rs 3,000.
“It's a unique local product and we want to push such local products to much wider distribution network,” says Mahesh Chawre of Big Bazaar, Sangli
For a Kolhapuri seller it's quite magical, one point you are at a tiny, dimly lit store, next moment, you are at a giant mall.
This is a tiny example of how retailers are supporting local industry and generating greater brand connect wherever they are. And all this is fuelling excitement in the Kolhapuri bazaar.
“We are going to really push our manufacturing capabilities,” says another Kolhapuri seller, Sameer Mahajan.
Soon it seems that the ringing slap of the Kolkapuri chappal will sound far and wide.
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