Prada is set to unveil an exclusive collection of sandals crafted in India, drawing inspiration from traditional footwear designs. Priced around €800 ($930), this endeavor marks a shift from past controversies surrounding cultural appropriation, as highlighted by Prada’s senior executive, Lorenzo Bertelli, during an interview with Reuters.
The Italian luxury brand will produce 2,000 pairs of sandals in Maharashtra and Karnataka through partnerships with state-backed organizations. This collaboration is designed to merge Indian artisanal craftsmanship with the brand’s renowned Italian manufacturing techniques.
“We’ll combine the capabilities of original manufacturers with our advanced methods,” stated Bertelli, who oversees marketing and corporate social responsibility.
Scheduled for release in February 2026, this collection will be available in 40 Prada stores worldwide and online.
Just six months prior, the brand faced backlash after showcasing sandals reminiscent of Kolhapuri chappals, a staple in 12th-century Indian footwear, during a Milan show. The reaction was swift, prompting outrage from both artisans and politicians. Acknowledging the response, Prada began discussions with artisan groups for collaboration.
Currently, the company has entered into a partnership with Sant Rohidas Leather Industries and Charmakar Development Corporation (LIDCOM), as well as Dr. Babu Jagjivan Ram Leather Industries Development Corporation (LIDKAR), both of which promote India’s rich leather heritage.
“Our goal is to raise awareness about these chappals,” Bertelli remarked, emphasizing his family’s commitment to the craft.
A three-year collaboration, still in the works, aims to provide training for local artisans, featuring programs in India and opportunities to attend short workshops at Prada’s Academy in Italy.
Chappals, originating in Maharashtra and Karnataka, are handcrafted by marginalized communities. Artisans are hopeful that this collaboration will enhance their income, attract younger generations to the trade, and safeguard their heritage from the threats of cheap alternatives and dwindling interest.
“Prada’s endorsement as a luxury brand can trigger increased demand for this craft,” shared Prerna Deshbhratar, managing director of LIDCOM.
Bertelli noted that the initiative and training program would require “several million euros,” ensuring fair compensation for artisans.
Prada’s Cautious Approach to the Indian Market
Despite the exciting new collaboration, Bertelli clarified that Prada is not looking to expand in India short-term. After launching its first beauty outlet in Delhi this year, plans for new retail clothing locations or factories in India are not on the horizon.
“We haven’t scheduled any new store openings in India yet, but it’s something we are strongly considering for the future,” he added, suggesting it could take three to five years.
The luxury market in India was valued at around $7 billion in 2024 and is anticipated to grow to approximately $30 billion by 2030, according to Deloitte. This growth is fueled by an economic upturn and increasing disposable income among the middle and upper classes. However, India still lags behind China, which reported a market value of about 350 billion yuan ($49.56 billion) in 2024, as per Bain.
Many global luxury brands have established their foothold in India through collaborations with major conglomerates, such as Mukesh Ambani’s Reliance group and Kumar Mangalam Birla’s Aditya Birla Group.
Bertelli expressed a preference for entering the Indian market independently, even if it takes more time, referring to India as “the real potential new market.”
Through this collaboration with Indian artisans, Prada not only enhances its luxury offerings but also helps preserve a crucial aspect of India’s cultural heritage.
