Even during periods of shifting US trade policies and tariff adjustments under the Donald Trump administration, global footwear giant Crocs has continued to expand its manufacturing presence in India, reinforcing the country’s strategic importance in its global supply chain.
Anne Mehlman, Executive Vice President and Brand President of Crocs, said that while tariffs posed challenges, they did not disrupt the company’s sourcing roadmap in India. Over the past three years, the brand has scaled operations to five factories in the country, strengthening its role in production and exports.
“The tariffs didn’t deter our sourcing strategy. They made it more complex, but we stayed committed. With lower tariffs now, we have greater flexibility. India plays a very strategic role in our manufacturing base,” Mehlman said during a recent interaction in India.
India has become central to Crocs’ diversification strategy as global brands rethink supply chains amid geopolitical shifts and trade uncertainties. The country’s manufacturing capabilities and competitive advantages have positioned it as a preferred hub in Asia.
Factories in Tamil Nadu are reportedly exporting footwear to markets including the United States, South Korea, Canada, and parts of Europe. While shipment volumes were not disclosed, industry sources indicate that exports from India form a meaningful share of the company’s global distribution.
Beyond exports, Crocs is also investing in India to serve domestic demand more effectively. The country ranks among its top five priority international retail markets, alongside Japan, China, South Korea, and Western Europe.
During her visit to India after 18 months, Mehlman is engaging with local teams and evaluating retail expansion strategies. She highlighted how the rapid transformation of India’s digital and quick-commerce ecosystem is reshaping consumer expectations, particularly in faster deliveries and online purchasing behaviour.
However, the Indian footwear market is becoming increasingly competitive. International brands are entering aggressively, while homegrown direct-to-consumer labels are offering affordable alternatives, intensifying pricing pressure. Crocs, known for its colourful clogs priced at a premium starting around ₹2,500, is targeting India’s growing middle class and young demographic to sustain growth.
With nearly half of its global business now generated outside the United States, international markets have become critical to the company’s expansion strategy. Rising GDP, urbanisation, and an expanding consumer base in India are expected to drive further brand penetration.
As Crocs recalibrates its global footprint in a post-tariff and post-pandemic landscape, India’s role in both manufacturing and retail growth is set to expand significantly in the coming years.
Originally published on 24×7-news.com.
