For the last 15 years, Anand’s family business has been to manufacture ‘Ruby’ Hawaii Slippers. The business has brought respect and status for them in a small town in Kerala where traditionally they had rubber plantations. Ruby, the brand, is recognized in their hometown, and is distributed throughout India through a network of distributors. In all the markets, Ruby has a marginal share of less than 5%. It is priced on par with the leading brand but gives a premium margin to the distributors. The Hawaii slipper industry is crowded with a lot of players and Ruby at best is chugging along.

A sales analysis shows that most of the sales happens in semi-urban and rural markets. Even here there is constant threat from lower priced Hawaii slippers. Ruby has copied the complete range of what the leading brand offers. In all, Ruby has some eight sub-brands and only two of the brands actually make positive contribution. At the end of the day Anand and his family make just enough to clear the interest on the loans they have taken for the factory and meet their living expenses. Things seem to be in status quo but very uncertain. A lot of work needs to be put in for little result. Today many changes are happening in consumer trends and preferences and new retail formats. Anand knows he needs to make changes but does not know in which direction to go. He needs an outsider’s perspective on this. Anand has a 15 minute chat with you, what will you tell him?

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