STEPPING BOLDLY AHEAD HOW LIBERTY SHOES IS BALANCING LEGACY & INNOVATION

For over seven decades, Liberty Shoes has been an integral part of India's footwear story. From being a household name associated with trust and comfort to becoming a brand synonymous with design innovation, technology, and omnichannel retail, Liberty has walked the long road of transformation with optimism and foresight. Today, under the leadership of Anupam Bansal, Executive Director of Liberty Shoes Ltd., the brand is scripting its next chapter — one that blends heritage with a bold, future-ready vision.

- By Beny Sachdeva

Founded in 1954, Liberty has grown from a small enterprise into one of India’s most recognized footwear brands. How does a legacy brand like Liberty retain loyalty built over decades while appealing to a younger, global audience? For Anupam Bansal, the answer lies in balance. This philosophy has guided Liberty’s evolution over the past decade. From revamping its product lines and launching sub-brands like Healers, Leap7x, AHA, and Lucy Luke, to refreshing its identity with modern store designs and youth-centric marketing campaigns, Liberty has embraced transformation without losing its roots.

Defining Milestones of the Last Decade

The brand’s growth story in the past ten years is marked by a series of defining milestones:

• Retail Expansion: Over 500 exclusive brand outlets across India, with a presence in more than 25 countries.

• Digital Transformation: Launch of its own e-commerce platform alongside key marketplace tie-ups, paving the way for a seamless omnichannel presence.

• Product Innovation: Proprietary technologies such as H5, H8, VIBRASTEP, THERMASTEP, and EAZY GO across different footwear categories.

• Manufacturing Excellence: Advanced production facilities aligned with BIS-certified standards to ensure consistency in quality.

• Brand Rejuvenation: High-impact campaigns and refreshed design language to resonate with millennial and Gen Z consumers.

Each of these initiatives has contributed to Liberty's positioning as a forward-looking brand rooted in trust.

Shaping Footwear’s Future