Liberty Stands Out By Blending Heritage With Innovation: Anupam Bansal

In an exclusive interaction with BW Businessworld's Tarannum Manjul; ANUPAM BANSAL, Managing Director, and AARYAN BANSAL, Marketing Executive at Liberty Shoes, talk about embracing ecommerce, engaging Gen Z, and transforming a legacy brand for a digital-first future

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As a legacy brand, how has Liberty navigated the shift towards a digital-first retail landscape?

With over 550 retail outlets across India, Liberty has embraced the digital shift by launching and scaling our D2C (Direct-to-Consumer) website, which has been operational for several years. This platform allows us to directly engage with customers and cater to the growing demand for digital-first shopping experiences.

What were the initial challenges and key turning points in this journey?

The initial challenges included building robust logistics for last-mile delivery, integrating legacy systems with new-age tech platforms, and re-orienting our internal teams to adopt a digital-first mindset. A major turning point was partnering with top-tier tech platforms and seeing consistent growth in consumer traction across marketplaces and our D2C site—validating our omnichannel approach.

What role does ecommerce play in Liberty’s overall sales mix?