Paragon’s Shawn Chandy on balancing retail, creators and Q-com this monsoon

The first spell of rain brings with it a familiar ritual. Umbrellas come out of storage, raincoats make a comeback, and for many consumers, worn-out shoes are suddenly replaced with footwear better suited for slippery roads, waterlogged streets and unpredictable weather. For the footwear industry, this predictable shift in behaviour makes the monsoon one of its biggest seasonal opportunities. Purchases become need-based rather than aspirational. Comfort overtakes occasion wear. Durability matters as much as design. And increasingly, consumers expect products that don’t force them to choose between practicality and style. According to reports , India’s footwear market reached USD 20.67 billion in 2025 and is projected to grow to USD 47.53 billion by 2034, at a CAGR of 9.7%. The report attributes this growth to rising disposable incomes, increasing fashion consciousness, expanding organised retail and stronger e-commerce adoption. Within that broader growth story, seasonal occasions continue to play a pivotal role. While festivals and weddings remain major demand drivers, the monsoon creates a distinct purchase cycle—one driven less by aspiration and more by necessity. Consumers look for footwear that offers grip, durability and water resistance, but increasingly expect those functional benefits to come with contemporary design and everyday comfort. For Paragon Footwear, a brand that has spent five decades building its identity around accessible, everyday footwear, the season remains central to both product planning and marketing. “The monsoon is an important season for the footwear category as consumers actively look for products that are comfortable, durable, and suited to the weather. Every year, we introduce a dedicated monsoon collection comprising PVC shoes, TPR sandals, and floaters that are designed specifically for this season,” says Shawn Chandy, Chief Marketing Officer, Paragon Footwear. The dedicated range reflects how the company approaches the season, not as a temporary sales spike, but as a specialised category that requires products built around changing consumer needs. The monsoon consumer wants more than waterproof footwear Not too long ago, monsoon marketing largely revolved around waterproof claims. Today, that conversation has become considerably more nuanced. Consumers still want footwear that survives heavy rains, but they are equally conscious of aesthetics, comfort and versatility. Footwear is expected to transition seamlessly from office commutes to weekend outings without looking overtly functional. Chandy believes this evolution has fundamentally changed how brands communicate. “During this period, consumers place greater emphasis on functionality while also seeking products that offer style and value.” That shift has pushed brands like Paragon to rethink how they present seasonal collections. For decades, affordability and durability formed the core of the brand’s identity. While those values remain intact, newer campaigns increasingly speak the language of comfort, design and everyday lifestyle instead of simply highlighting product specifications. The evolution is visible across Paragon’s recent communication. From its broader brand platform ‘Zid, Chalte Rehne Ki’, which celebrates the resilience of everyday Indians, to more recent campaigns around its youth-focused sub-brand Eeken, the brand has steadily moved towards more emotional and lifestyle-driven storytelling while retaining its value-first positioning. View this post on Instagram As Chandy says, “Value for money has always been an integral part of the Paragon brand and continues to define who we are. At the same time, consumer expectations have evolved, with greater emphasis on design, comfort, and quality. Our communication today reflects this evolution by highlighting products that bring together functionality, contemporary design, and everyday comfort, while continuing to reinforce the trust and reliability that consumers associate with Paragon.” Retail still decides the sale While e-commerce continues to grow, footwear remains one of the categories where consumers often prefer an in-store experience. Footwear purchases are closely linked to fit, comfort and feel. And during the monsoon, that behaviour becomes even more pronounced as consumers want reassurance around grip, flexibility and material before making a purchase. This explains why Paragon’s marketing playbook remains firmly anchored in retail. “This year, our focus continues to be on creating strong visibility for our monsoon collection across the retail distribution channel. Retail marketing and BTL activations remain central to our strategy, complemented by digital campaigns that help consumers discover our seasonal offerings.” The emphasis extends beyond advertising. Dedicated product displays, seasonal branding, point-of-sale communication and retail visibility continue to influence purchase decisions across the company’s extensive distribution network, which spans more than 450 distributors across India. According to Chandy, “In-store branding, product displays, and strong visibility across our distribution network play an important role in helping consumers explore our monsoon collection and make informed purchase decisions.” Rather than significantly increasing seasonal budgets, the company reallocates investments towards channels that influence purchase decisions closest to the point of sale. “Our focus is on strategically deploying marketing investments across the channels that are most relevant during the monsoon season.” Another noticeable shift has been where consumers shop. While retail stores remain central, marketplaces, e-commerce and increasingly quick commerce have become important discovery and fulfilment channels during seasonal demand spikes. According to Chandy, “Marketplaces and e-commerce platforms have become an important part of the consumer purchase journey. They make seasonal products more accessible and enable consumers to discover relevant footwear with greater convenience.” He adds, “Quick commerce has further strengthened this ecosystem by helping consumers access products quickly during the season.” The company also sees digital platforms as opportunities to introduce capsule collections aligned with seasonal demand while relying on its retail network for nationwide availability. Digital is where discovery begins Even if the final purchase happens inside a store, the consumer journey increasingly starts online. A quick search for ‘waterproof sandals’, an Instagram Reel featuring styling ideas or a marketplace recommendation often becomes the first touchpoint before a consumer visits a retailer. Paragon has gradually expanded its digital footprint to complement its physical distribution. Its social media presence reflects this shift. Recent posts on Instagram have focused on monsoon-ready collections for families, product education around comfort and functionality, seasonal styling content, and conversations around consumer behaviour during the rains. The company has also used digital content to highlight footwear innovation, comfort-first design and evolving shopping habits. View this post on Instagram View this post on Instagram For Chandy, digital today plays a complementary rather than competing role. “Over the years, our approach has become more integrated, bringing together retail, digital, and regional communication to ensure consumers can easily access the right products during the season.” Creators play an important role in product discovery for the brand. Younger consumers are increasingly discovering products through creators who show how footwear fits into everyday life. This has made creator marketing an important layer within the media mix. “Creator-led content has become an important addition to the overall media mix, particularly for engaging younger audiences.” Unlike conventional advertising, creators place products within familiar situations, daily commutes, college life, travel or casual styling, which often feels more authentic to audiences scrolling through social media. View this post on Instagram View this post on Instagram As Chandy explains, “Creators bring relatability and authenticity to product storytelling by showcasing footwear in everyday contexts that consumers connect with.” Rather than replacing traditional media, creator content works alongside retail marketing, digital campaigns and conventional advertising. “We continue to leverage retail marketing, digital platforms, and traditional media, with each channel playing a distinct role in building awareness and driving consumer engagement.” Winning Gen Z without losing older consumers One of the biggest challenges for legacy footwear brands is staying relevant to younger consumers while retaining the trust of existing customers. Gen Z approaches footwear differently. Style, self-expression and trend relevance often influence purchase decisions as much as durability. According to Chandy, that shift has changed both product development and communication. “Younger consumers have brought fresh perspectives to the category, with greater interest in design, self-expression, and digital engagement.” Instead of repositioning the parent brand entirely, Paragon has expanded its portfolio. Through Eeken, it has introduced products aimed at younger consumers seeking trend-led designs without moving away from the company’s long-standing value proposition. “Through Eeken, we have been able to connect with a younger demographic by offering products that combine current trends with quality, comfort, and value.” This portfolio-led approach allows Paragon to speak to different generations without diluting the equity associated with its core brand. Where monsoon marketing is headed As consumer expectations continue to evolve, monsoon marketing is likely to become less about weather-proof messaging and more about solving everyday consumer problems through an integrated experience. Retail will remain critical, but digital discovery, creator partnerships and faster fulfilment are expected to become even more important. Chandy believes the industry’s future lies in balancing functionality with aspiration. “The footwear category’s monsoon marketing will continue to evolve with changing consumer expectations and shopping behaviour.” He adds, “We expect brands to place greater emphasis on combining functionality with contemporary design, while leveraging digital platforms and quick commerce to improve accessibility and convenience.” For a category once defined by simple utility, the monsoon has become far more than a seasonal sales event. It is now a proving ground for how effectively brands can anticipate changing consumer behaviour, connect online and offline journeys, and turn an everyday necessity into a differentiated brand experience.

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