This primarily was the consequence of the persistence and perseverance of Dr J Rafiq Ahmed, Chairman, Phoenix Kothari Footwear Ltd., an associate company of Kothari Industrial Corporation Ltd (KICL). A man with an eye for greater national goals, he appears to do what he says and say what he does. It was the day on which the foundation stone was laid for the Phoenix Kothari Footwear Park in SIPCOT area (State Industries Promotion Corporation of Tamil Nadu) at Eraiyur in the backward district of Perambalur. Much water has flown under the bridge since then. The indefatigable Rafiq Ahmed today has become a vociferous campaigner for showcasing Tamil Nadu to the global investing community. Proof of the pudding is in eating. And, the proof was available when C Joseph Vijay, the newly-anointed young chief minister of Tamil Nadu, broke ground for the Rs 850 crore second phase of Evervan Kothari project to make Adidas brand of shoes for German footwear-maker on 10 July 2026 at Karur.
Significantly enough, it was chief minister Vijay’s maiden participation in an industry function since he assumed office after his nascent TVK (Tamilaga Vettri Kazhagam) won a stunning victory at the hustings to storm into Fort St George. That chief minister Vijay broke ground for the project sends out a strong message to the international investing community that the new administration is ever so keen to foster a business-friendly ecosystem in the state. Rafiq Ahmed is investing his time, effort and resources to create secure jobs especially for women in backward districts, empowering them financially and supporting economic growth.
Jobs That Transform Lives
Significantly enough, chief minister Vijay penned his signature on an Adidas shoe after the ceremony. More than anybody else, a super hit film star turned chief minister Vijay knows the power of a top global brand such as Adidas and what it means to make it in a place like Karur.
For 22 year old Mahalakshmi when she boarded the company bus from her village near Karur before sunrise, she wasn’t thinking about global brands. She was just concerned about helping her father repay his debts. Like many young women in the district, she had spent months alternating between farm work and the 100-day rural employment scheme. A steady manufacturing job had never seemed within reach.
Today she assembles Adidas shoes at Evervan Kothari Footwear. Her earnings have helped reduce her family’s debts, support her younger brother’s education and given the confidence to dream of owning a house someday. Every pair leaving the factory quietly transforms lives like hers. Soon, thousands of women could follow the same path. Overall, the Karur unit will eventually manufacture nearly 40 million pairs of Adidas footwear annually and create around 13,500 jobs.
Riding the Global Footwear Wave
For Rafiq Ahmed, a joint venture between KICL and Taiwan’s Evervan Group is far more than a manufacturing investment. It is part of a larger ambition to position Tamil Nadu as a global hub for non-leather footwear while creating employment in districts that have traditionally remained outside the state’s industrial map. The opportunity has emerged at a time when the global footwear industry itself is undergoing a structural transformation. The industry is currently valued at over USD 400 billion and projected to reach nearly USD 650 billion by 2032. More importantly, global demand is steadily shifting away from traditional leather footwear towards sneakers, sports shoes, athleisure and casual footwear. Today, nearly 80 per cent of global footwear production uses synthetic materials, engineered textiles and rubber, while leather accounts for less than 15 per cent. For India, this marks the beginning of a new growth opportunity.
Factory with a Bigger Mission
Unlike leather footwear, non-leather manufacturing depends on automation, scale and deeply integrated supply chains. Competitiveness is, therefore, determined not only by the efficiency of a factory but also by the strength of the ecosystem around it. India’s position as the world’s second-largest producer and consumer of footwear has not yet translated into comparable export success. China, which accounts for nearly 58 per cent of global footwear production, built its dominance not merely through large factories but through dense clusters of component manufacturers, machinery suppliers, logistics providers and specialised MSMEs. Rafiq Ahmed-led Phoenix Kothari is determined to replicate that model in Tamil Nadu by attracting nearly 40 global component manufacturers. Establishing a robust value chain is sine qua non to that transition, as suppliers of soles, insoles, laces, packaging materials and specialised components collectively determine the competitiveness of the entire manufacturing base. It is this ecosystem-driven approach that enabled countries such as China and Vietnam to emerge as global footwear leaders. While for Mahalakshmi all that is visible is her production shop floor, Rafiq Ahmed sees the multiplier effect. Every factory job will eventually create several more beyond the factory gates. His confidence stems from successful execution of the Crocs manufacturing project at Perambalur.
Winning Global Confidence
The alliance with Adidas, the German brand, is not an overnight development. The ability of Phoenix Kothari to successfully execute the Crocs manufacturing project within a year strengthened their credibility. “Completing the Crocs project within the deadline gave us confidence and built our credibility. On seeing this track record, Adidas wanted to come to Tamil Nadu,” reveals Rafiq Ahmed. Ipso facto, the project is sort of encouraging global contract manufacturers to consider Tamil Nadu as a manufacturing destination.
Women at the Heart of Industrialisation
One of the most significant social impacts of the Perambalur facility has been its role in job creation. The factory has provided direct employment to over 2000 workers with a strong emphasis on empowering women by creating job opportunities in the region. The Phoenix Kothari Footwear Park is eventually expected to create over 50,000 direct jobs as more component manufacturers and allied industries set up units around it. That JR One Kothari facility, a subsidiary of Phoenix Kothari, today employs thousands, with nearly 90 per cent of its workforce comprising women. Families that once viewed migration as inevitable are now finding opportunities closer home. Mahalakshmi also feels proud as she is now financially independent and also hopes that one day she will qualify to become a supervisor, train new recruits and inspire younger women in her village to seek such careers. This is exactly what Rafiq Ahmed wants to showcase as industrialisation. Every shoe leaving the assembly line may add to the export kitty visibly but the invisible addition is social mobility.
Along with Karur and Perambalur, Phoenix Kothari is preparing to make a beeline for other southern districts such as Madurai to spread its footwear print in Tamil Nadu.
Design as the core
No doubt the footwear sector in India has significant growth potential. But challenges are also plenty. Rafiq Ahmed is convinced that manufacturers must move beyond producing footwear to develop expertise in product design, pattern engineering and innovation. “This philosophy forms the foundation of Phoenix Kothari’s strategy where manufacturing is supported by investments in technology, design and human capital,” he says.
Design is their key pillar. Original product development is essential for improving the competitiveness of Indian footwear manufacturers. Not surprisingly, Phoenix Kothari has joined hands with Accademia IUAD, an Italian footwear design institute, to establish a footwear and fashion design training centre in Tamil Nadu. The venture aims to develop local talent to match global manufacturing standards and will support the company’s operations.
Manufacturing, Technology and skilled manpower
Technology is another area receiving significant attention of Phoenix Kothari as it has integrated digital manufacturing practices and Industry 4.0 solutions into its operations to improve production planning and factory management. Through its collaboration with a Spanish technology provider, the company has adopted specialised manufacturing software to support production processes and operational efficiency. “Investment in advanced manufacturing technologies will play a significant role in enhancing productivity and competitiveness,” believes Rafiq Ahmed strongly.
Alongside investments in manufacturing and technology, the next emphasis is on developing skilled manpower. Trained designers, technicians, supervisors and machine operators are crucial to support the industry’s future growth. Phoenix Kothari has started working with educational institutions and industry partners to bridge the gap between academic learning and practical manufacturing requirements. The future of the footwear industry depends on building an ecosystem where manufacturers, designers, technology providers and educational institutions work in unison. Phoenix Kothari reflects this broader approach. The company is creating an integrated platform that supports capability building across the footwear value chain.
From obscurity, Rafiq Ahmed has become a recognisable name in the industrial world of Tamil Nadu. His ideas on job creation, women empowerment and backward area development have struck a positive note across. Read in tandem, his footwear foray – nay focus – appears to be the right choice. – With Inputs From Mohamed Ameen M
