Crocs expands non-clog portfolio with new sandal ranges
15 May 2026, Mumbai
Crocs India has initiated a definitive expansion of its non-clog portfolio, unveiling the ‘Saturday’ and ‘Soho’ sandal ranges to capture a larger share of the country’s burgeoning $15 billion footwear market. Moving beyond its core utility-led aesthetic, the brand is leveraging the ‘Glad You Noticed’ global platform to position sandals as a primary fashion choice for the Spring/Summer 2026 season. This transition is numerically significant; globally, non-clog products now represent 39 per cent of Crocs' total portfolio, a metric the company intends to amplify in high-growth Tier-1 Indian hubs. By integrating 400+ Jibbitz customization options into these new silhouettes, the brand is successfully converting functional footwear into a medium for personalized storytelling.
Leveraging pop-culture for market penetration
The launch is anchored by a high-impact campaign featuring W.i.S.H., India’s leading all-female pop group, aimed squarely at the hyper-expressive Gen Z demographic. This partnership mirrors a broader shift in Indian retail where ‘creator-style’ content and musical influence are replacing traditional celebrity endorsements. Sandals represent a critical growth pillar for us in India as we align with shifting preferences for versatile, lifestyle-oriented footwear, noted Varun Sehgal, Senior Vice President and General Manager, APAC, Crocs. The initiative comes at a vital time as Crocs, Inc reported a 12.1 per cent growth in Direct-to-Consumer (DTC) revenues for Q1 2026. By focusing on cultural relevance through the W.i.S.H. collaboration, the brand aims to offset broader wholesale volatility and secure price resilience in the competitive accessible-premium segment.
Crocs is a global casual footwear leader prioritizing international expansion and DTC excellence. In 2026, the brand is targeting flat to 2 per cent revenue growth globally, with India serving as a Tier-1 focus market. Following its 2002 inception, Crocs has evolved into a lifestyle powerhouse, leveraging high-margin Jibbitz accessories and strategic licensing to maintain an industry-leading adjusted operating margin exceeding 22 per cent.
Get in Touch! 
