‘Balen shoes’ craze gives Nepali footwear brands a boost

A pair of locally made Goldstar sneakers has unexpectedly become a national talking point in Nepal, sparking a sharp spike in demand after Prime Minister Balendra Shah was seen wearing them. The shoes, priced around Rs1,500, quickly earned the nickname ‘Balen shoes’ on social media, with videos showing customers flocking to Goldstar outlets to purchase the same model.

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The moment was significant for Nepal’s domestic footwear industry.

Social media influencers have further fueled the craze. Vlogger Shashank Tamrakar praised the shoes as waterproof and comfortable, urging support for domestic brands. Goldstar outlets are now informing customers about the prime minister's endorsement, with some stock available for nationwide delivery.

Vidushi Rana, Goldstar Stride Limited managing director, stated the prime minister's choice was coincidental, but acknowledged its significance for Nepal’s domestic footwear industry. The company has sold its existing stock of white sneakers and is struggling to meet the rising demand. This episode has lifted morale across the sector, with Rana suggesting Nepal could achieve self-reliance in footwear production within years if the government tackles issues like smuggling, under-invoicing, and high raw material taxes.

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if the government addresses issues such as smuggling, under-invoicing, and high raw material taxes, Nepal could become self-reliant in footwear production within a few years.

Trade data shows a significant increase in shoe and slipper exports, though imports still outweigh them. Industry figures note domestic brands are gaining ground. Prasanna Gautam, director at Caliber Shoes, believes the prime minister's endorsement boosted visibility for the entire domestic footwear sector. However, the industry faces a shortage of skilled labor, and younger consumers still favor international brands. Gautam also highlighted the ongoing challenges of smuggling and counterfeit products, emphasizing the need for tax relief and stronger policy support.

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the prime minister’s choice boosted visibility not only for Goldstar but for the entire domestic footwear sector.