US Shoe Brand Ships First Consignment from India

New Balance Athletics, Inc., a leading US-based sportswear brand, marked a historic milestone by launching its first-ever export consignment from Tamil Nadu to global markets. The shipment, facilitated through a partnership between Chennai’s Farida Group and Taiwan’s CJ Enterprise, underscores Tamil Nadu’s rising prominence as a global manufacturing hub.

The state’s investment promotion agency, Guidance, celebrated the achievement, stating, “This showcases global confidence in Tamil Nadu’s world-class manufacturing and reaffirms our place on the international stage.”

The exports, originating from a brownfield facility producing 2,500 pairs of New Balance shoes, mark the beginning of a transformative journey for Tamil Nadu’s footwear industry, particularly in sports and synthetic segments. Farida Group, in collaboration with CJ Enterprise, plans to scale up with a 20,000 sq ft facility by January 2026, backed by a ₹200 crore investment, aiming to produce 16,000 pairs daily.

A ₹1,200 crore greenfield plant in the Tirupattur-Ambur corridor, spanning 120 acres, is also in the works, expected to be operational within two years, boosting exports to 16 countries, including the US, Japan, and China.

This move aligns with India’s China Plus One strategy, attracting global brands like Nike, Adidas, and Puma to Tamil Nadu, which accounts for 32% of India’s footwear production. The state’s favorable policies and skilled workforce are driving investments, with the Indian footwear market projected to grow from $26 billion to $90 billion by 2030.

New Balance, a $4 billion family-owned brand led by CEO Joe Preston, operates 400 company-owned stores and 3,400 partner locations globally, making this a significant step in its India expansion.

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