Kanpur, known as the leather hub of India, has long been the backbone of the country’s leather exports. Over time, this city has supplied premiumness to the world, but lacked a homegrown brand to call its own.
That changed in the early 20s with Red Chief. Born in the city’s tannery heartland, Red Chief turned Kanpur’s craftsmanship into a ₹324 crore leather empire, blending tradition with bold, made-in-India ambition.
Manoj Gyanchandani: The Face Behind the Brand
In 1995, Manoj Gyanchandani set up a leather shoe export venture named Leayan Global Private Limited to export leather shoes to Europe, while also focusing on his family business. However, within two years in the business, he realised the Indian footwear market remains largely unorganised, especially in the leather shoe segment.
In 1997, he took a business pivot that changed the game completely. He concluded the export business and turned his focus to the domestic market. After studying the landscape, he launched the Red Chief brand under Leayan Global Private Limited, a subsidiary of the ₹5,500 crore diversified conglomerate RSPL Group.
Product Evolution & Market Reach
Providing superior products at a feasible price, Red Chief’s journey didn’t stop at rugged leather shoes. Over the years, the brand has thoughtfully expanded its portfolio to include belts, wallets, bags, socks, and even undergarments, all echoing its core belief in the “Power of Real Leather.”
Positioned between ₹2,500 and ₹4,000 per pair, Red Chief shoes strike the sweet spot, offering style, durability, and premium feel without going overboard on price, making them a go-to for fashion-conscious Indian men.
While exploring a hard-hitting marketing gimmick to strengthen its brand presence, Red Chief brought actor Vicky Kaushal on board in 2019. Since then, his strong, relatable persona has fronted the brand’s story across TV screens, print ads, billboards, and digital platforms, giving this brand the star power it needed to scale new heights.
Big Brand, Bigger Picture
Today, Red Chief has grown into a ₹324 crore powerhouse with 200+ exclusive stores and a loyal customer base across India. But its success isn’t just in numbers, it’s in the model that includes:
- Vertical Integration- Owning the Process
- Product Focus- Quality and Durability
- A Multi-channel Distribution Strategy
- 360-degree Marketing
Back in 1995, the Brand took a long-term view by building a fully vertically integrated ecosystem, with its own tanneries and manufacturing units in Kanpur and Agra. This gave the brand end-to-end control over quality, from raw hide to the final retail product.
In a market where many brands rely on outsourcing, Red Chief’s in-house approach reflects a bigger vision: owning the process, ensuring consistency, and building a brand that’s not just big but built to last.
End Note
Red Chief’s journey, from a tannery startup in 1995 to a ₹300+ crore brand, is a masterclass in brand building, alignment with cultural values, and operational excellence. It’s not just a retail success story; it’s a roadmap for how Made‑in‑India brands can scale, modernize, and inspire.
