Prada to launch $930 ‘Made in India’ sandals after backlash

MUMBAI/MILAN, Dec 11 (Reuters) – Prada will launch a limited-edition sandal collection in India inspired by the country’s traditional shoes and sell each pair for about 800 euros ($930), Prada senior executive Lorenzo Bertelli said. Reuterstransforming the backlash over cultural appropriation into collaboration with Indian artisans.

By blending local Indian craftsmanship with Italian technology and know-how, the Italian luxury group plans to produce 2,000 pairs of sandals in the Maharashtra and Karnataka regions under an agreement with two state-backed enterprises.

“We will combine the standard capabilities of the original manufacturer with our production techniques,” Bertelli, chief marketing officer and head of corporate social responsibility, told Reuters in an interview.

The collection will be available in 40 Prada stores worldwide and online in February 2026, the company said.

Prada came under criticism six months ago after displaying sandals that resembled 12th-century Indian shoes known as Kolhapuri chappals at a fair in Milan. The photos went viral, sparking outrage from Indian artisans and politicians. Prada later admitted that its design was inspired by ancient Indian styles and began discussions with groups of artisans for collaboration.

The company now has partnerships with Sant Rohidas Leather Industries and Charmakar Development Corporation (LIDCOM) and Dr. Babu Jagjivan signed an agreement with Ram Leather Industries Development Corporation (LIDKAR).

“We want to be a multiplier of awareness for these chappals,” said Bertelli, the eldest son of Prada founders Miuccia Prada and Patrizio Bertelli.

A 3-year partnership, the details of which have not yet been finalized, will be established to train local craftsmen. The initiative will include training programs in India and short-term stay opportunities at the Prada Academy in Italy.

Chappals originated in Maharashtra and Karnataka and are handcrafted by people from marginalized communities. Craftsmen hope the collaboration will boost incomes, attract younger generations to the trade and preserve heritage threatened by cheap imitations and declining demand.

“Once Prada endorses this craft as a luxury product, the domino effect will definitely work, resulting in increased demand for this craft,” said LIDCOM managing director Prerna Deshbhratar.

Bertelli said the project and training program would cost “several million euros”, adding that craftsmen would be paid fair wages.

PRADA WILL NOT EXPAND IN INDIA IN THE SHORT TERM

Prada, which opened its first beauty store in Delhi this year, has no plans to open new retail clothing stores or factories in India next year, Bertelli said.

“We haven’t planned any store openings in India yet, but it’s definitely something we’re considering,” he said, adding that it could happen in three to five years.

According to Deloitte, the luxury goods market in India was valued at around $7 billion in 2024 and is expected to reach around $30 billion by 2030 as economic growth accelerates to 7% this year and disposable income increases among the middle and upper classes. However, the market is overshadowed by China, which will generate approximately 350 billion yuan ($49.56 billion) in value in 2024, according to Bain.

Many global brands have entered India through partnerships with major conglomerates like Mukesh Ambani’s Reliance group and Kumar Mangalam Birla’s Aditya Birla Group.

Bertelli stated that Prada would prefer to enter the country alone, even if it took longer, and described India as a “real potential new market”.

($1 = 7.0616 Chinese yuan renminbi)