Even as tariff shifts under the Donald Trump administration reshaped global supply chains, Crocs, a leading American footwear brand said its India sourcing strategy remained intact, with the country emerging as a critical manufacturing hub in its diversification plans.
According to a report by The Times of India, the company’s executive vice president and brand president Anne Mehlman said US tariffs “didn’t deter” its sourcing roadmap from India, where it has scaled up to five factories over the past three years.
“The tariffs didn’t deter our sourcing strategy. Obviously, they made it a little difficult but didn’t deter it. The lower tariffs give us more flexibility. India is an important part of our manufacturing base. It is in a very strategic area,” Mehlman told ToI on Thursday.
India has become central to Crocs’ broader supply chain diversification strategy, especially as global brands recalibrate production bases amid geopolitical and trade uncertainties. Lower tariffs, Mehlman indicated, now provide greater headroom to deepen sourcing from the country.
On a visit to India after 18 months, Mehlman is meeting local teams and visiting retail stores to better understand the market’s evolution. She noted that the country’s rapid pace of change presents both opportunity and complexity for global brands.
“The digital landscape is rapidly shifting,” Mehlman said, pointing to the surge in quick commerce and faster deliveries that are reshaping consumer expectations.
Sources told The Times of India that footwear manufactured at the company’s factories in Tamil Nadu is exported to the United States, South Korea, Canada and parts of Europe, although Mehlman did not disclose shipment specifics.
Beyond exports, expanding manufacturing capabilities in India is also aimed at serving local consumers more efficiently. The country ranks among the brand’s top five focus international retail markets, alongside Japan, China, South Korea and parts of Western Europe.
India’s footwear market, however, is becoming increasingly competitive. An influx of global players and the rise of homegrown, affordable direct-to-consumer labels have widened consumer choice and intensified pricing pressure. The US brand, known for its colourful clogs and positioned at a premium price point starting around Rs 2,500, is banking on India’s expanding middle class and young consumer base to drive growth.
“About 50% of our business is outside the US now. Increase in GDP, growing base of middle class consumers as well as a younger consumer base….these factors are driving the brand growth in India,” Mehlman said.
With international markets now accounting for roughly half of its global business, India’s role in both manufacturing and retail is set to deepen further as the company recalibrates its global footprint in a post-tariff, post-pandemic world.
(With inputs from ToI)
