Neeman’s Shoes – Comfort Redefined

It’s been a long time since I have written something here. Thanks to the lock down. Unexpected lock down helped us understand life in a different way. But marketers are always very hard to guess. Their expertise in identifying markets and opportunities is beyond our imagination and often laudable. Neeman’s is a new entrant in the market beyond your imagination. Can a shoe be made of wool? I have never thought of it till the recent past. But the answer is Neeman’s Shoes.

Neeman’s is a Hyderabad based start-up started selling shoes since 2017. What makes Neeman’s different from the competition is the product itself. Neeman’s are shoes made of Australian Merino wool. The primary differentiator to me is the fabric, and secondary is comfort. Neeman’s has three variants viz. Jogger’s, Sneakers, and Loafers. Given the value, I feel the pricing is reasonable. Neeman’s shoes are priced at approx. INR 7000 per pair. Neema’s shoes, as of now, are available only online.

The target market segmentation is based on demographics and lifestyle. Neeman’s is available for both men and women and focuses more on the environmentally-conscious buyer. The tipping point to me is the design as it suits all activity i.e., it serves as running shoes, a pair of casual shoes, lounging shoes, etc. In an already crowded industry, how you position yourself is very crucial. In my view, Neeman’s had succeeded in finding a differing proposition. Neeman’s is positioning is on comfort as well as one – size –fits – all(Read one shoe for all activities and all-weather). Hence, being considered as a multipurpose shoe is a clear differentiator. The lightweight and breathable material keep the wearer cool during hot weather and warm during the Winter season.

Usually, brand pundits say that if you don’t have a unique product try a unique way of communication. However, Neeman’s has tried both. Their product, as I said earlier, is unique, and by having exceptional communication, the brand ensured they stand apart. The digital ad for the brand features stand -up comedian Vir Das, who talks about shoes and the brand in a very humorous and attractive way,unlike usual run-of-the-mill shoe ads.

In a nutshell, a potential winner is born. Early adopters well accepted the introduction. But my worry is on the journey ahead. Can the company scale up the brand or will remain as a niche. To scale up, you have to be aggressive. But the brand has not shown any aggression to date. Since the pricing is a tad higher, democratizing the brand will be different. Only time can decide fate.