Mumbai: Liberty Shoes Limited has announced a partnership with neOwn, described as India’s first app-based book rental service for children, to roll out a month-long initiative across its retail network in Bangalore.
Under the collaboration, customers shopping at all 25 Liberty stores in the city will receive an exclusive ₹500 discount voucher with every Liberty purchase, redeemable on any neOwn subscription. The footwear major has positioned the initiative as added value for customers, integrating educational access into the retail experience.
neOwn, founded by Kranti Gada, former COO of Shemaroo Entertainment Ltd., gained visibility after appearing on IdeaBaaz, where it attracted the attention and support of Anupam Bansal, Executive Director of Liberty Shoes and one of the Titans on the show. Subsequent discussions between the two companies led to the current collaboration.
The partnership signals a broader shift in how physical retail brands are rethinking value creation. Beyond completing a transaction, Liberty stores are now positioned as touchpoints that enable parents to invest in their children’s cognitive development alongside their physical growth.
“I am deeply grateful to Mr. Bansal for seeing the potential in what we are building,” said Kranti Gada, Founder of neOwn. “Mr. Bansal offered valuable insights from being in the retail business for decades, along with access to Liberty’s retail infrastructure. This partnership validates our mission in a way that goes beyond capital. It is a testament to the power of believing in a shared vision: that every child deserves to be introduced to books early to grow confident, both physically and mentally.”
“Business today has evolved beyond commercial transactions. Today’s customers are looking for brands that add real value to their lives.” says Anupam Bansal, Executive Director, Liberty Shoes, “When I met Kranti on IdeaBaaz, I saw a founder who is building something that genuinely helps parents raise confident children. Liberty has the retail infrastructure to help scale that impact. Sometimes the best partnerships aren’t about funding, they are about finding aligned missions and acting on it together. Good shoes give children the physical confidence to explore the world. Good books give them the mental tools to understand it. This partnership makes both accessible to the families who trust Liberty. It’s a natural fit.”
The initiative is being supported by a co-branded social media campaign highlighting the connection between physical and mental development in children, with both brands developing educational content for parents around holistic growth.
The Bangalore pilot marks the first phase of what could potentially expand into a nationwide model, illustrating how established retail brands can collaborate with emerging startups to deliver meaningful value beyond core product offerings.
