INDUSTRY PROFILE

History of Footwear
Footwear is estimated to have started its long history of human use during the ice age some 5 million years ago. Unkind weather conditions are said to have created the necessity of the footwear. Other evidences show that footwear came to use at the end of Paleolithic period, at about the same time the early human learned the art of leather training. Early pieces of footwear were made of wrappings, usually made of leather or dried grasses. Later on pieces of footwear were developed for an oval piece of leather which is bound by a piece of strong leather throngs. Sandals which are first crafted footwear are the successors to these wrappings. In Egyptian funeral chambers, paintings show the different stages in the preparation of leather and footwear. The images also show that in Egypt, footwear depicted power and class. The pharaohs sandal which is missing in the commoners is distinguished by its turn up toes. The Egyptians sandals were crafted using straw, papyrus or palm fiber. Later on Egyptian women adorned their footwear with precious stones and jewels. Material evidences showed that the Greeks loved and took good care of their feet by using different footwear for different activities. Greek women began wearing sandals to signify their social class. Their footwear signified beauty, elegance, refinement, and extravagance. It has been said that Greek women of bad reputation attracted men by wearing elevated sandals. These sandals create a clacking sound when the wearer moves, and this sound was considered as a symbolic flaunting of sexual charms. In Mesopotamia, leather wrappings are tied to the feet by a strip of the same material. Romans, on the other hand, created durable leather thongs so their legions can travel to places on foot. It is also believed that foot fetishes began with the Romans when Senator Lucius Vitellus frequently kissed the shoe of his mistress which was hidden in his tunic.In Rome, footwear also exhibited social class. The consuls wore white shoes, the senators wore brown shoes, and the uniform footwear for the rest of the region was a short pair of boots that

uncovered the

toes..

But in all of these early civilizations, footwear indicated social status. Footwear consists of garments that are worn over the feet. They are worn mainly for protection and hygiene, but also for fashion and adornment.

Footwear items come from a wide range of materials including leather, rubber, canvass, wood, and plastic. But early pieces were made from available materials like straw, leather, cowhide, and grasses.

When footwear is assembled, the main components are adhesives, cushion, counterfort, heel, hook, insole, laces, sole, steel shank, tack, toe puff, tread, and welt. Generally, footwear is classified into: boots, industrial footwear, shoes, and sandals. Boots are available as cowboy boots, galoshes, ski boots, thigh length boots, and so on. Industrial footwear includes plastic boots and rubber loafers which are used in laboratories, construction sites, and production lines.

Shoes include athletic shoes (or running shoes), climbing shoes, clogs, high heels, maryjanes, moccasins, mules, loafers, tap shoes, and cross-training shoes. Sandals, on the other hand, include espadrilles, flip-flops or thongs, slide-ons, and slippers.

Footwear is considered an extension of ones personality. Well-maintainedfootwear says things about the owner, with cleanliness as the most important concern. Although the intricacy of this craft may have been lost to modernization, their influences are still present in shoes today.The moccasins worn in early times by people in cold countries are still being worn there, while the sandal patterned after the Egyptians creation is still frequently used in hotter countries.
This study is aimed at understanding the overall framework, functioning and review of the footwear industry by taking the organization named ODYSSIA FOOTWEAR, Calicut.

Overview of the Indian Footwear Industry

The Footwear Industry is a significant segment of the Leather Industry in India.India ranks second among the footwear producing countries next to China. India produces more of gents footwear while the worlds major production is in ladies footwear. The industry is labour intensive and is concentrated in the small and cottag sector. In the case of chappals and sandals, use of non-leather material is prevalent in the domestic market. The major production centers India are Chennai, Ranipet, and Ambur in TamilNadu, Mumbai in Maharastra, Kanpur in U.P.,Jalandhar in Punjab, Agra and Delhi. The following table indicates concentration of units in various parts of the country: The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs (776 million pairs of leather footwear and 960 million pairs of non-leather footwear). Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks, Salamander and St. Micheals. As part of its effort to play a lead role in the global trade, the Indian leather industry is focusing on key deliverables of innovative design, consistently superior quality and unfailing delivery schedules. India in itself has a huge domestic market, which is largely untapped. The Indian footwear industry is provided with institutional infrastructure support through premier institutions like Central Leather Research Institute, Chennai, Footwear Design & Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the areas of technological development, design and product development and human resource development. The availability of abundant raw material base, large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments.

Import
In 1999, the global import of footwear (leather and non-leather) in terms of value was around US$ 43278 million, accounting a share of 63.42% in the total global import of leather and leather products. Out of this, import of leather footwear alone accounted for US$ 26379 million and non-leather footwear US$ 16899 million.

Export
Indias export of Leather Footwear touched US$ 331 million in 1999 -2000, recording an increase of 3.29% over the preceding year. India thus holds a share of 1.25% in the global import of leather footwear. The major markets for Indian Leather Footwear are the U.K., the U.S.A., Germany, Italy, France and Russia. Nearly 71% of Indias export of Leather Footwear is to Germany, the U.S.A., the U.K and Italy. In 1999-2000, export of leather footwear from India constituted 21% share of its total export of leather and leather products. Nearly 33 million pairs of various types of leather footwear were exported during the year, out of which shoes / boots constituted 90%. The different types of leather footwear exported from India are dress shoes, casuals, moccasins, sport shoes, horrachies, sandals, beallerinas, booties.

Calicut as an Emerging Footwear Hub

Calicut district is emerging as a major centre in the manufacture of rubber and PVC-based footwear with the induction of state of the art technology and value- added products by unit holders in the industry. Though often behind their competitors in Delhi and Punjab, often regarded as the headquarters of footwear trade, manufactures here have been quick to catch up with modern techniques and install the latest machinery. With an eye on the international market, especially through West Asian countries, manufacturers are optimistic of being able to corners at least a small chunk of the trade that is now the hegemony of China. (China accounts for 60 % of worlds footwear trade and India, 6 %).

Present Scenario
Now-a-days footwear has become as absolute necessity rather than fashion for civilized people. The demand for footwear is increasing day by day. Depending on the purchasing power different classes of people use different type and quality of footwear. The middle and lower level income group prefer low cost, durable, wear and tear resistant footwear which can be used in all climatic condition. PU footwear emerges as the obvious choice which satisfies the entire above

requirement. The increasing popularity of PU chappal in Kerala and other parts of the country is assuming good demand for the product in future. As a result of rapid economic development taking place in our country, increase in population, increase in awareness of hygiene among the people and above all the absolute and continuing necessity for footwear in general and PU chappal is bound to increase considerably. PU chappal is an economic substitute for leather footwear. The people in rural and urban area use PU chappal throughout the year, since it is suitable in any type of terrain and weather condition.

Why Poly Urethane in Footwear?

Poly Urethane footwear system is the product of a chemical reaction between an engineered polyol resin-blend and a specific isocynate (prepolymer).In the case of micro-cellular structures, a blowingagent is used for expansion. Huntsman Polyurethanes uses only water for blowing purposes. A wide range of effects can be created through the use of additives and by modifying formulations and processing. These unique properties give designers and manufacturers the freedom to create innovative designs that are in step with fashion and technological change. Polyurethanes can be made light, tough, comfortable, flexible, insulating, waterproof, slip-resistant, and hard-wearing and shock absorbent as required, simply by varying the formulation. They can have an almostendless variety of shapes, surface textures and colors, and incorporate voids, inserts or dual-densities for extra comfort and support. In recent times, footwear design has become something of a science, with specialist shoes being developed for a wide range of work and leisure uses. Using polyurethanes, the manufacturer is well placed to address special needs, such as antistatic properties, improved abrasion resistance, low-temperature flexibility and resistance to hydrolysis, microbial action and ultra violet yellowing. This is especially suitable for applications such as sport plates for soccer, golf and baseball boots, skate and ski boots, top pieces for women's fashion shoes; molded heels for women's shoes, and non-slip soles and units as well as decorative inserts. Polyurethanes are either polyester or polyether-based, depending on the physical and mechanical properties required, and can be either injection or pour-molded. They are easy to process, entail relatively low tooling and manpower costs, offer flexibility for long and short production runs, and are in line with environmental standards. Add together the extra scope they

give to be creative and fast off the mark with new designs, the production advantages and user benefits of comfort, abrasion-resistance and durability, and you have a material that is outstanding in performance.

COMPANY PROFILE
Opportunity Identification
Feroke is a place famous for footwear. This sector began with the PVC modeled footwear here direct manufacturing of footwear was not done, instead the used footwear were purchased and powdered , which was the main raw material for the footwear. In India, Kerala is leading in the footwear industry. Initially PVC footwear entered into the market, i.e. both upper and sole was made by PVC. Laterlightweight Eva footwear emerged. During this period, footwear was offered for the price ranging from 50 to 100.

Even though Kerala is well known for footwear, it has not tapped the entire opportunity in a right way and none of the company has identified either a segment or a target market nor did their focus include middle and the lower class people. Thus ODYSSIA identified this opportunity to start a company by focusing middle class people.

A Joint Effort - An Initiative

Footwear is a competitive sector as there are so many international brands as well as other brands including unrecognized playersfocusing the low classpeople. The as other brands including unrecognized players focusingthe lowclass people. The present directors of ODYSSIA footwear wear initially independent players more specifically competitors in the footwear industry but their brands were not much popular as the competition was high and the customers had wide choice and highly branded products in the market. The independent players were the people (competitors) with the same mentality. Thus those people with the same mentality joined together. They identified their need to survive in the market and the importance of creating and building a brand image. Thus survival or existence is the main factor that led them to unite together into a new high quality venture with the sole motive of building a brand image and thereby widening the market so that they can easily capture the

entire market and thereby ensure their survival and also market all their products under the license of this brand. Thus the ODYSSIA branded footwear was born in the company Rapture India Pvt. Ltd.

ODYSSIA GROUP
The company had achieved a prominent positioning the footwear market of India. The main markets which are concentrated by the company are Kerala, TamilNadu and Karnataka. The good quality and variety in models of ODYSSIA products help the companies to face the market competition. The company has been able to maintain the quality of the products by adopting Italian technology. The group is now looking for further avenues in the field of footwear to stretch their hands. ODYSSIA footwear is a renowned footwear division in south India with exclusive Italian PU Technology dealing with a spectrum of footwear. The latest and cutting edge technology is based on Italian know-how and is used world wide. The footwear is based on high quality upper which can be used in all seasons with odourless and non fadingcolours. ODYSSIA footwear is a famous footwear brand manufactured by a group of companies There are many associate units producing a single brand ODYSSIA. All the units are situated in different parts of Calicut district. These units include: Rapture India Pvt. Ltd.(Perumanna , calicut) Rapture India Pvt. Ltd.(Athani , Trissur) Rapture India Pvt. Ltd.(pullaloor , calicut) Soltek Polymers Pvt. Ltd. Polytek vinyl Pvt. Ltd. Fakco Polymers Pvt. Ltd. Teflon Plastics Pvt. Ltd. Hynix Elastomers Pvt. Ltd.

Rapture India Pvt. Ltd. and Soltek Polymers Pvt. Ltd. are the main manufacturing units of ODYSSIA. ODYSSIA Tuff is another unit cum a branch of Rapture India Pvt. Ltd.

RAPTURE INDIA Pvt. Ltd. Rapture India Pvt. Ltd. is registered as a private limited company and is one of the largest producers of PU footwears in Kerala. It is one of the associate concerns of very renowned Odyssia Group of Companies. The founder of Rapture India Pvt. Ltd. is Mr. Shashidharan. The company is situated at Perumanna, Calicut. The company has been able to achieve a landmark in the field of footwear through the continuous researches in footwear industry. The company manufactures ODYSSIA brand footwear. The company was incorporated in the year 2008 under the Companies Act 1956. All affairs and day-to-day business administration of the firm is vested in the hands of Board of Directors. They are in charge of various activities like Production, Finance, Marketing and human resource. The Board is assisted by qualified administrative staffs. Rapture India Pvt. Ltd. caters to extend its markets of Kerala, Karnataka, TamilNadu and Andaman Nicobar Islands. The company has started with its first export to U.A.E. The company has a good market for their products in the country and abroad. Odyssia has a high brand value in the minds of the Kerala because of the quality and the affordable price of the product. The management gives high priority to the quality of the product. The company assures the quality of the product through the continuous quality checking in each and every stages of the production process.

VISION & MISSION OF THE COMPANY

Vision
..To International Heights

Mission
ODYSSIA Group introduced first time in Kerala 100% pure Italian PU technology. Footwear manufacturing out of the best quality material using latest technology to last longer which gives the highest comfort to users. ODYSSIA produce footwear items first of its kind in Kerala with Italian technology. By the use of best raw materials and craftsmanship the company produces high quality footwear. ODYSSIA Group produced footwear at an international quality. They produce variety model footwear at high quality. They are easy to wear in all season and are mode of the unique comfort and satisfaction. ODYSSIA is offering value for money. They give footwear for international quality.

The Brand Name ODYSSIA

The name ODYSSIA was derived from a Greek word odyssey. Odysseus is probably best known as the eponymous hero of the Odyssey. This epic describes his adventurous journey as he tries to return home after the Trojan War and how he managed all the hurdles throughout his journey which covered a decade.

Odysseus was one of the most influential Greek champions during the Trojan War. He was one of the most trusted counselors and advisers. Odysseus is frequently viewed as a man of the mean, renowned for his self-restraint and diplomatic skills. Odysseus wasconsidered the cleverest hero, and not surprisingly, he was protected by Athena, goddess of wisdom. He often found solutions for important problems. He was amongst Helen's (Helen of Troy, the most beautiful woman) suitors, but to avoid war between them, he made them all swear to respect Helens decision, and to protect whoever she chose.

ORGANISATIONAL STRUCTURE

CHAIRMAN

MANAGING DIRECTOR

PRODUCTION DEPARTMENT

MARKETING DEPARTMENT

FINANCE DEPARTMENT

HUMAN RESOURCE DEPARTMENT

PRODUCTION DIRECTOR

MARKETING DIRECTOR

FINANCE MANAGER

HR MANAGER

OPERATION MANAGER

MARKETING MANAGER

ASSISTANT ACCOUNTS

H.R EXECUTIVE S

PRODUCTION MANAGER

MARKETING EXECUTIVES

SUPERVISOR

WORKERS