After the huge success of espadrilles and wedges in Spain by Gaimo since 1978, Ana Boluda, the owner of the brand, gives us an insight on the launch of her shoes in India.
By Catalina Sainz
The Boluda family has been in the business of handcrafted shoes for three generations, according to Ana. Born in La Rioja, she has had a passion for her family’s label from the time she was young, as well as India, ending up marrying and having a family here.
What pushed Gaimo to enter the Indian market, and what variables affected the December 2023 debut date?
“India is a vibrant, expanding market with a developing middle class and a strong sense of style. Deciding to launch in December 2023 was a calculated move to capitalize on India’s busiest retail season; the festive and wedding season. According to our research and market analysis, Indian consumers are becoming more and more interested in distinctive, premium, and environmentally friendly fashion options, which is exactly what Gaimo provides.”
What product offers has Gaimo changed to suit the tastes and requirements of Indian customers, and are there any lines created especially for this market?
“We recognize that the Indian market possesses distinct tastes and fashion sense. In order to meet this demand, we have created unique collections, such as the Fusion Collection, that preserve our Spanish design ethos while incorporating traditional Indian features and hues. In order to better fit the Indian foot anatomy, we have also adjusted our sizing and fit, so comfort and style are of the utmost importance.”
Gaimo is renowned for its dedication to ethical and ecological production. How are you going to scale operations in such a big and diverse market as India and still uphold these standards?
“The foundation of Gaimo’s ideology is sustainability and ethical production. We collaborate closely with regional vendors in India who uphold these principles. In addition, we are making investments in environmentally friendly products and procedures, like employing fair labor standards, biodegradable soles, and organic cotton and even vegan leather. Our objective is to establish a sustainable supply chain that aligns with the same exacting standards that we maintain in Spain.”
Could you describe a few of the innovative tactics or programs Gaimo is using to interact with Indian consumers and improve their buying experience?
“A combination of traditional and digital strategies is needed to effectively engage Indian customers. To raise awareness and excitement for the brand, we are utilizing influencers, both from India and Spain, and social media platforms. Our goal is to offer a distinctive in-store shopping experience, complete with attentive service, cozy settings, and activities like styling seminars and pop-up exhibitions. Furthermore, our online store is designed with Indian consumers in mind, providing easy payment methods and flawless shipping services”.
What are the main obstacles you perceive in the way of Gaimo’s establishment in India, and what objectives do you have for the company in the upcoming years?
Understanding and adjusting to the regional differences and preferences within India is one of the most difficult tasks. In order to guarantee that our items are efficiently delivered to customers across the nation, we are also managing logistical challenges. Our ultimate objective is to make Gaimo a household name in India, recognized for fashionable, eco-friendly, and high-quality footwear. We want to increase our physical and online retail presence over the coming years, and we want to keep coming up with new ideas that appeal to Indian consumers”.
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