Startup Originals Team
What began as a modest raw-material supply business in Kerala has grown into one of India’s most successful home-grown footwear companies. Founded by V. K. C. Mammed Koya and dramatically transformed under the leadership of his son V. K. C. Noushad, VKC Group now turns out millions of footwear pairs, operates over 20 manufacturing units across eight states and commands a revenue of more than ₹2,100 crore.
Humble Beginnings & Strategic Shift:
VKC Group’s roots trace back to the late 1960s when Koya began supplying raw materials to match-stick factories in Kerala.
In 1984, sensing declining demand in the match-materials sector, Koya pivoted to manufacturing rubber sheets for Hawai-style chappals, thus marking the birth of VKC Footwear.
This early shift from one commodity (match-factory supplies) to another (footwear components) showed the founder’s entrepreneurial instincts and readiness to adapt.
Technological Innovation & Scaling Up:
Under the next-generation leadership of VKC Noushad, who brought expertise in materials and polymers, VKC began adopting advanced technologies: virgin PVC, micro-cellular polymer from Taiwan and later EVA-injection soles in 2003. These moves allowed VKC to produce lighter, more flexible and durable slippers at scale.
From producing just a few hundred pairs a day in the early phase, growth accelerated into hundreds of thousands of pairs daily.
Brand Building & Market Expansion:
VKC didn’t just build factories, it built brands. The group houses more than 14 brands, with top-seller Walkaroo contributing a major share of revenue.
The expansion from Kerala into Tamil Nadu, Karnataka and beyond was driven by a strong distribution model: over 550 distributors and 1.5 lakh retail outlets across India. While around 70% of sales are still from South India, North and West markets are rapidly growing.
Celebrity endorsements, such as Amitabh Bachchan for national visibility, helped raise brand trust and awareness.
Revenue Milestones & Manufacturing Footprint:
From about ₹50 crore in revenue in 2005, VKC Group achieved over ₹2,100 crore revenue by 2021.
The manufacturing footprint includes more than 20 units across 8 states, with daily production exceeding 5.5 lakh pairs. The group continues to modularize and expand capacity to meet global ambitions.
Key Takeaways & Success Factors:
- Adaptive leadership: From match-materials to footwear, a willingness to pivot business lines.
- Technology as differentiator: Early adoption of PVC, EVA and polymer tech helped increase quality and reduce cost.
- Strong brand + distribution: Affordable, durable footwear combined with wide retailer reach.
- Scaling smartly: Focused first on strong regional dominance before national and global expansion.
- Affordability + aspiration: Pricing for mass markets while building visible aspirational brands.
Final Thoughts:
The story of the VKC Group is a vivid illustration of how an entrepreneurial vision, technological innovation and disciplined scaling can transform a regional startup into a national leader. For entrepreneurs in India’s manufacturing and consumer sectors, VKC’s journey offers a blueprint: start with strong fundamentals, keep evolving, and stay rooted in the real-world needs of customers
