Footwear market is characterized by high share of organized channel. Organized penetration stands at 36%, second only to mobile phones. Online channel alone accounts for 11% of the footwear market. This is driven by exclusive partnerships of international brands with online retailers as well as launch of private labels by online retailers. Brands are also launching dedicated product range for online channel to overcome the discount challenge and are leveraging data analytics to grow the online business. However, offline presence lends significantly to the traction witnessed online, hence, brands like Merrell are exploring B&M presence.