The Indian footwear industry has become increasingly crowded, with homegrown D2C brands, global brands, and fast fashion players competing for attention. Price remains the biggest factor deciding market share, forcing brands to align their strategies accordingly.
But not Manhar Oberoi.
The co-founder of artisanal shoe brand Coral Haze has taken a standout position from the rest.
“We’ve never bought into the idea that louder wins. Footwear is already screaming for attention from every direction,” Manhar says.
“We’re not interested in that race, not the branding theatrics, not the trend-chasing, not the “copy it before someone else does” scramble.
For him, standing out means revisiting our roots, aligned for a modern audience.
“We don’t think “contemporary” should be code for stripping the Indian out of Indian craftsmanship. That’s not modernization, that’s erasure with better lighting. The craft isn’t a starting point to move past; it’s the whole point. We work with techniques passed down through generations and interpret them for how people actually dress now, not how a trend forecast says they should,” he further explains.
The idea behind Coral Haze
For Manhar, it all started in 2016, when he noticed how Indian craftsmanship was applauded for its heritage, but not aligned with premium, modern, and aspirational uses. Global luxury trends reigned, but there was also an appreciation for delicate traditional craftsmanship. That was the entry point.
“We weren’t interested in copying global luxury, and we weren’t interested in staying boxed into “festive wear” either,” Manhar says. “We just wanted to look at the craft we already had through a sharper lens.”
But that was easier said than done, as handmade, artisanal shoes cannot be scaled for demand spikes. Manhar has had to balance growth with craftsmanship, though this has taken some time.
Beyond that, there was a perception problem.
“(People thought that) handmade, somehow, was expected to mean cheap. We disagreed. The hours, the hands, the precision, that’s not a discount. That’s the price of the product. It took time to make that case. But once people actually wore the shoes, the argument made itself,” he explains.
Today, Coral Haze has expanded to 27 countries, with celebrities like Kriti Sanon, Huma Qureshi, Rhea Kapoor, Soha Ali Khan, Mira Rajput, and Nick Jonas backing the brand. It has shown how traditional styling can be used in a contemporary setting.
“Indian craftsmanship was never supposed to choose between heritage and modernity. It doesn’t need permission to sit in both worlds, or to hold its own next to global fashion,” Manhar adds.
Balancing craftsmanship, quality, costs
For Manhar and his team, meeting quality standards while balancing costs remains a constant challenge, even as consistency and comfort remain paramount for the brand’s success.
“We use high-quality materials and meticulous handcrafting methods to create our footwear, and we are extremely aware that the product must be more than just aesthetically pleasing. Because individuals must wear shoes, especially during lengthy celebrations and weddings, comfort is extremely crucial,” Manhar explains.
“We also understand that maintaining consistency is a necessary part of premium positioning. The standards for design, craftsmanship, and service should be the same whether someone finds Coral Haze online, through a retail partner, or through a recommendation. Rather than sacrificing the qualities that initially earned us people’s confidence, our strategy has always been to develop thoughtfully,” he adds.
Responsible manufacturing
For Manhar, the Coral Haze brand goes beyond quality to include responsible manufacturing. At a time when brands are facing increased scrutiny over their use of automation over skills, Coral Haze has continued to ensure sustainable manufacturing practices.
“For us, sustainability starts with a simple fact: every pair is made by hand, by someone with real skill, rather than by a machine. That’s the foundation we’re trying to protect,” Manhar says.
“Our karigars carry techniques that have been passed down through generations, and keeping that ecosystem alive, ensuring the craft remains viable, the people behind it are valued and fairly compensated, and the skills remain relevant to a modern market, is as much a part of our responsibility as anything we would call sustainable sourcing.
When something is made slowly, thoughtfully, and well, people tend to value it more and hold on to it longer. In many ways, that’s the opposite of disposable fashion, not as a marketing proposition, but simply by design,” Manhar adds.
Making tough choices
For Manhar, adopting a different approach has also forced him to say no to opportunities. Given the limitations with crafted designer footwear, Manhar has struggled to meet demand when interest spikes.
“There have been moments when we’ve turned away volumes we could technically have taken, simply because saying yes would have meant compromising on the product. That’s never an easy decision when the order is right in front of you, but we’ve learnt that growth and speed aren’t the same thing,” Manhar admits.
“For us, the growth that’s worth having is the kind that makes the business better along the way: better processes, better-trained hands, and a product that’s stronger than it was a year ago, rather than simply more units leaving the door. We would rather grow at the pace at which we can protect our craft than grow at a pace that compromises it,” he adds.
Future Plans
For Manhar, the next phase of growth revolves around building a community around the brand.
“We’ve built a strong following online, but we want that relationship to become more tangible too, through events, in-person experiences, and moments where people can actually meet the craft and the people behind it, rather than simply see it on a screen,” he explains.
“Ultimately, we don’t just want people to buy from Coral Haze; we want them to understand the craft, connect with the story, and feel like they are part of the journey,” he concludes.
<p>The post How Coral Haze’s Manhar Oberoi is reinventing artisanal footwear into a curated, premium purchase first appeared on Hello Entrepreneurs.</p>
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