RUOSH : Pity We Don't Make Shoes for Women

Brand : RUOSH
Company : Sara Suole Pvt Ltd

Brand Analysis Count : # 557

Ruosh is an interesting brand. The brand came to my notice through some good print ads in the TOI supplement with a very intriguing tagline " Pity we don't make shoes for women". I wondered how a brand can put such a tagline with a risk of offending women consumers.

Ruosh is a premium brand of shoes from a little-known Bangalore based  company - Sara Suole. Although the company is little known to the consumer world, Sara Suole has been a supplier of shoes to some of the well known global brands like Espirit, Kenneth Cole, Louis Phillippe etc. The company which was established in 2001 is a leading exporter of shoes and soles.

Its natural that a quality product supplier would want to establish its name in the branded world rather than remain as a little-known supplier of shoes. We have seen companies like Mirza Tanners launching their own brand (Red Tape).

RUOSH was thus born. The brand which started small in select cities is now fast expanding its footprint in both online and offline stores. 

RUOSH brand is positioned as an expert in leather shoes. The brand's value proposition is its quality and design. The branding tries to highlight through some interesting cheeky campaigns. The tagline " Pity, we don't make shoes for women" is also an interesting experiment. First it catches your attention and in a subtle way polishes the ego of men through exclusivity. 

Ruosh is currently running its TVC. 

Watch the ad here : Ruosh 1  

                                Ruosh 2

The ads are smart , humorous and conveys the message quite elegantly. Men would definitely like the way RUOSH conveyed the message. The brand has done all the right things in the branding front. The brand is priced little steeply at around Rs 4500 +  to fight it out in the premium space.