How Aldo became one of the hottest footwear and accessories brands in India

Aldo is serving it hot. With nearly 80 stores across the country, the global footwear and accessories behemoth is staking its claim in India… with something for everyone. We spoke with Michel Fahmy, President of Aldo Group International, about how the brand is keeping up the pace in one of its most dynamic markets.

Cosmopolitan India: What does the typical Aldo consumer in India look like today, and how have their preferences evolved?

Michel Fahmy: First off, I’m very glad to say that both men and women of different age groups are our consumers. Their style is cutting-edge, for all key life moments. You see, a very high percentage of our sales is handbags, and customers love to match it with the right shoe… they tend to purchase in cluster. They’re very discerning and don’t wish to compromise, and at Aldo, one needn’t have to pick between style and comfort—we truly deliver both.

Today, trends surface every passing minute, and the Indian consumer is online, participating and wanting the best for themselves. India is one of our top markets socially! So we really need to come around to these trends a lot faster to keep up with our consumers’ evolving preferences.

CI: How would you describe Aldo’s current position in the Indian market, and what growth potential do you see here?

MF: The first word that comes to mind is hot. Aldo is red hot in India right now. We’re at the right place, with the right product, at the right price, at the right time. India is Aldo’s hottest market in the world… with heaps of potential. We’re nearing 80 stores in the country, but we’ve only just scratched the surface. Consumers, here, have a keen eye out for the latest styles that strike a balance between chic and comfortable—and we’re a brand that caters to occasions of all kinds.

CI: Tell us more about the ‘Try Everything’ campaign—what inspired it; how it reflects Aldo’s brand philosophy.

MF: At Aldo, we want to push the spirit of adventure… of being youthful and fun. As per research, many consumers make very important life decisions before they turn 30—and there’s a certain tension that comes with it, right? In the beginning, it’s uncomfortable. But then there’s a voice inside of you that says: “You never know until you try,” which is also one of our tag lines. The idea is, if only you can push yourself to take that small leap of faith. Putting your best foot forward. And it’s that spirit that exemplifies our brand ethos; we’re saying, “Hey, try everything.”

CI: To what extent has artificial intelligence contributed to brand growth?

MF: I consider artificial intelligence (AI) a friend. It doesn’t—and shouldn’t—replace you, but act as a big brother. At Aldo, AI has helped guide our decisions by perhaps highlighting trends that we may have overseen, but you can never replace an incredible designer who has creative flair. Fashion is about the future, not just about analysing the past.

CI: Tell us how the association with Rasha and Vedang came about. What makes them the right fit for Aldo’s message in India?

MF: We were looking for ways to connect with the youthful consumer. It’s not just about age; you can be of any age and have a youthful spirit. So, we thought, who does that very well in India? Beyond followers and fan base, it came down to who would connect with the consumer from an emotional standpoint. If you see our campaign—whether it’s dancing or playing cards—you’ll notice a palpable chemistry between Rasha and Vedang. The spirit of being youthful and fun… something that resonates with the Aldo audience.

CI: How do you approach pricing in a market that’s trying to balance aspiration and accessibility?

MF: It’s a science… and an art. As far as the science goes, we look at a pyramid of pricing—how many shoes should we have priced at the top, in the middle, and at the bottom—to ensure its accessibility across cities. And as far as the art goes, we want to make sure that whatever price you pay, it’s aspirational.

CI: In a market crowded with international and local fashion brands, how does Aldo ensure its messaging and marketing stand out?

MF: I believe brands win when they do what they do best, and as long as they find ways to keep engaging their core customer. We are specialists in footwear—with the broadest assortment and a keen focus on both style and comfort. Many other brands don’t particularly focus on comfort. If you walk into any one of our stores, you’d find a new product each time. So, I’d say it’s very hard to copy Aldo. Our core consumer trusts us, works with us… and we nurture that relationship.

CI: Can you share any upcoming product highlights or campaigns that we can look forward to in the coming months?

MF: We recently launched a collection in collaboration with Stranger Things (2016–), which is super exciting because the final season is coming out, and it’s going to be big. And then some boots! Boots are becoming less and less about the weather. It’s more about fashion—and that’s exactly the approach we’re taking. We also have many exciting products lined up for spring that we’re going to be launching right on trend. 

This article first appeared in Cosmopolitan India's November-December 2025 print edition.

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