The Reality Of The Famous Action Shoes Group
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‘School time, Action ka school time’, remember this catchy jingle of Action Shoes Group ?. This jingle got so popular that it boosted sales 10x & many people recognized the company only for its shoes, not knowing that its a conglomerate. In reality, Action Shoes is a part of the Action group which is spread to other fields of steel, chemicals, computer monitors, housing projects, electronics, health care & retails
In fact, Cricketer Kapil Dev & Sachin Tendulkar were once its brand ambassadors. Action Shoes was incorporated in 1972 to start manufacturing a range of footwear made from PVC, which turned private in 1984. Their target audience always has been India’s major chunk of the population, the average, middle-class Indians. By 1979, the group ventured into the sports shoe #market by the brand name of Action & made a revolution with its media campaigns. HK Agarwal founded the “Action” brand in 1983 & ‘Campus’ in 1997, which became a household name in the casual & sports footwear segment in India
As of 2020, Lala Mange Ram Agarwal founded Action Group has,
- Revenue: 83B
- •Net income: 30.44B, Today, it produces more than 100,000 pairs each day!
Can you think of any other Indian shoe brand that became a household name based on their appealing campaign?
