Prada Launches $930 ‘Made in India’ Sandals After Backlash

MUMBAI/MILAN, Dec 11 (Reuters) – Prada will make a limited-edition collection of sandals in India inspired by the country’s traditional footwear, selling each pair for around 800 euros ($930), Prada’s senior executive Lorenzo Bertelli told Reuters, turning a backlash over cultural appropriation with Indian artisans into a collaboration. The Italian luxury group plans to make 2,000 pairs of the sandals in the Maharashtra and Karnataka regions under an agreement with two state-backed bodies, blending local Indian craftsmanship with Italian technology and expertise. “We will blend the original manufacturer’s standard capabilities with our manufacturing techniques,” Bertelli, who is chief marketing officer and head of corporate social responsibility, told Reuters in an interview. The collection will go on sale in 40 Prada stores worldwide and online in February 2026, the company said. Prada faced criticism six months ago after showing sandals resembling 12th-century Indian shoes, known as Kolhapuri chappals, at a Milan show. Photos went viral, sparking outrage from Indian artisans and politicians. Prada later acknowledged that his design stemmed from ancient Indian styles and began talking to artisan groups for collaboration. It has now signed an agreement with Sant Rohidas Leather Industries and Charmakar Development Corporation (LIDCOM) and Dr Babu Jagjivan Ram Leather Industries Development Corporation (LIDKAR), promoting India’s leather heritage. “We want to be a multiplier of awareness for these chappals,” says Bertelli, who is the eldest son of Prada founders Miuccia Prada and Patrizio Bertelli. A three-year partnership, the details of which are still being finalised, will be established to train local artisans. The initiative will include training programs in India and opportunities to spend short periods at Prada’s Academy in Italy. Chappals originated in Maharashtra and Karnataka and are handmade by people from marginalized communities. Artisans hope the collaboration will increase incomes, attract younger generations to the trade and preserve heritage threatened by cheap imitations and falling demand. “Once Prada endorses this vessel as a luxury product, the domino effect will definitely work and result in an increasing demand for the vessel,” said Prerna Deshbhratar, LIDCOM managing director. Bertelli said the project and training program would cost “several million euros”, adding that artisans would be fairly compensated. PRADA WILL NOT EXPAND IN INDIA IN THE SHORT TERM Bertelli said Prada, which opened its first beauty store in Delhi this year, has no plans for new retail clothing stores next year or factories in India. “We have not yet planned any store openings in India, but it is something we are strongly considering,” he said, adding that it could come in three to five years. The luxury goods market in India was valued at about $7 billion in 2024 and is expected to reach about $30 billion by 2030, according to Deloitte, as economic growth accelerates to 7% this year and disposable incomes rise among the middle and upper classes. However, the market is dwarfed by China, which Bain estimates will generate about 350 billion yuan ($49.56 billion) in value in 2024. Most global brands have entered India through partnerships with major conglomerates such as Mukesh Ambani’s Reliance Group and Kumar Mangalam Birla’s Aditya Birla Group. Bertelli said that Prada prefers to enter the country on its own, even if it takes longer, describing India as “the real potential new market”. ($1 = 7.0616 Chinese yuan renminbi) Disclaimer: This story was published from a wire agency feed without modifications to the text.