The article sheds light on how traditional footwear retailers are breaking the clutter and coming up with innovative ideas and products to connect with modern age shoppers. Moreover, the Indian market has become extremely crowded with constant foray of premium international footwear brands. Thus, traditional brands have started makeover exercise to stay relevant with modern catchment. While few are busy in doing product innovation, others are banking on bollywood power. The article sheds light on few innovative approaches initiatives taken by traditional players to cope up with changing consumer aspirations.