Prada (PRP.F) senior executive Lorenzo Bertelli revealed to Reuters that the brand will introduce a limited-edition sandal inspired by traditional Indian footwear. The collection, locally produced in India, will be priced at approximately €800 (around $930) per pair. This move transforms previous cultural appropriation controversies into a collaborative project with Indian artisans.
The Italian luxury group plans to partner with two Indian state-level official agencies to produce 2,000 pairs of these sandals in Maharashtra and Karnataka, blending local Indian craftsmanship with Italian technology and expertise. Bertelli, who serves as Chief Marketing Officer and head of corporate social responsibility, stated in an interview with Reuters: "We will combine the standard craftsmanship of local original producers with our manufacturing techniques."
Prada announced that the sandal collection will be available in February 2026 at 40 Prada stores worldwide and through online channels. Six months ago, Prada sparked controversy by showcasing sandals resembling India’s 12th-century traditional "Kolhapuri chappals" during its Milan fashion show. Photos circulated widely online, drawing strong criticism from Indian artisans and politicians. Prada later acknowledged the design’s inspiration from ancient Indian styles and began discussions with artisan groups for collaboration.
The brand has now signed agreements with the Leather Industries Development Corporation of Maharashtra (LIDCOM) and the Babu Jagjivan Ram Leather Industries Development Corporation of Karnataka (LIDKAR), both organizations dedicated to promoting India’s leather craft heritage. Bertelli, the eldest son of Prada founders Miuccia Prada and Patrizio Bertelli, said: "We aim to be a catalyst in elevating the visibility of this type of footwear."
The collaboration will also establish a three-year partnership (specific details still being finalized) to provide training for local artisans. The program includes training courses in India and opportunities for artisans to attend short-term programs at Prada’s Italian academy. Kolhapuri chappals originate from Maharashtra and Karnataka and are handmade by marginalized communities. Artisans hope this collaboration will increase income, attract younger generations to the craft, and protect the traditional heritage threatened by cheap imitations and declining demand.
Prelna Deshbhratar, Managing Director of LIDCOM, noted: "Once Prada certifies this craft as a luxury product, it will inevitably create a domino effect, boosting market demand for such artisanal products." Bertelli mentioned that the project and training program will cost "millions of euros," emphasizing fair compensation for artisans.
Prada has no immediate plans to expand its India operations. Bertelli stated that although Prada opened its first beauty store in Delhi this year, the brand has no plans to add new apparel retail stores or establish a factory in India next year. He added: "We currently have no plans for new stores in India, but this is under serious consideration and may materialize within the next three to five years."
According to Deloitte, India’s luxury market was valued at around $7 billion in 2024. With economic growth accelerating to 7% this year and rising disposable income among middle-to-high-income groups, the market is projected to reach approximately $30 billion by 2030. However, Bain & Company data shows China’s luxury market was worth around ¥350 billion ($49.56 billion) in 2024, highlighting the significant gap between the two markets.
Most international brands enter India through partnerships with large conglomerates like Mukesh Ambani’s Reliance Group or Kumar Mangalam Birla’s Aditya Birla Group. Bertelli, however, emphasized Prada’s preference for entering the Indian market independently, even if it takes longer. He described India as "a truly promising emerging market."
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