Essentially export-oriented (exports account for almost 95 per cent of Mirza Tanner's sales turnover) the India market, hitherto, contributed just five per cent to the company's total turnover of Rs 250 crore. However, this year the company aims to increase the contribution of its domestic turnover to 10 per cent. Mr Deepak Bahl, general manager marketing, Mirza Tanners Ltd. said: "This is the year of consolidation."

So far entrenched as a fashionable men's footwear brand, Red Tape is for the first time launching a sports collection. Priced at Rs 1,995, Red Tape sports range would be targeted at the youth, between 16 and 25 years.

Further, Red Tape is launching a new range of summer footwear called the `Software Collection'. The shoes, priced between Rs 1,795 and Rs 1,995, have a unique asymmetrical flat toe design, the hot fashion statement in the UK and the US. ``We are positioning the Software collection in competition with sandals, which are the universal favourites in summer,'' said Mr Bahl. The company is also planning a special waterproof monsoon collection, which is expected to hit the market in May 2001.

To create pull for the new collections, the company plans to advertise through the print medium, and the electronic media in September. ``Our ad budget for this financial year would be Rs 2 crore,'' says Mr Bahl.

The Red Tape brand, which is currently available only in major metros, is also planning to strengthen its distribution network by expanding to more state capitals. ``There are no plans to open any company-owned retail outlet at present. We are looking at opening distribution centres in Goa, Lucknow, Bhopal and in Kerala,'' said Mr Bahl.