In the late 1930s, Jao Tang Chang hailing from a tailor’s family in Guangzhou, China, packed his bags and migrated to Kolkata in his mid-twenties. He learnt the art of shoemaking in Bowbazar and worked there for nearly two decades. As he learnt that the shoe market would be less competitive in Visakhapatnam than in Kolkata, he moved to the city in the late 1950s.
Humble beginnings
After learning the art of shoemaking and mastering the skill, Chang decided to set up his business. When he opened Rehin & Co in 1958, little did he know it would still be running after 60 years. Today, his son Jao On Kwong heads the operation and the store is known as Rehin Sons. Recollecting the old times, Kwong says,“The first batch of shoes were sold for ₹10 to ₹12.” In those days — rubber, synthetic or dye pressed shoes didn’t exist, the entire shoe was made out of leather. “After buying leather, we’d make shoes from scratch — from making the mould and the sole to fixing them and giving the finishing touches. When I was in school, I remember making my mould and giving it finishing touches,” he says. Until 1970s Rehin & Co was the go-to store for leather shoes and slippers in the city. If you know anyone who was in Visakhapatnam during the 1960s ask him about the famous Beatles shoes—they had a long zip, covered your upper calf and had two inches of heels. Kwong says, “In the 60s, drainpipe pants were in vogue and with them pointed shoes were the trend. These were later replaced by bell-bottoms and bulky shoes.” Kwong gets a shiver down his spine as he recalls the times when everyone had huge side locks and wore funky shirts with bobby collar.
Changing times
Kwong fondly recalls the times when shoes were altered just like a kurta. He says, “If they became small, the sole was replaced and the mould was reshaped.” But today, people prefer throwing away shoes to getting them repaired.
After the 70s, he says, “The trends have become sober and the age of comfortable shoes began.” At the same time, mechanisation of shoemaking changed the nature of demand and supply. It would take two to four days to make shoes and now customers no longer have to wait too long for a new pair of shoes. They can just walk in and get a pair. And just like that leather shoes were no longer mainstream.
“Market affects everybody and we were aware that our shoemaking business would no longer be sustainable,” says Kwong. Gradually, they phased out making shoes and prepared themselves for the retail business. The last shoe made by Rehin & Co was in the early 90s, by then the shoes were being sold for ₹600 to ₹700.
In 1996, they shifted to RTC complex from Daba Gardens and renamed the store Rehin Sons. He says, “The malls affected the business of small stores and now online shopping is affecting the business of malls. In the name of consumer first, crazy discounts are given to sell old stock. Over the years, this has encouraged bargaining.”
Even today, many customers ask if Rehin Sons can take orders on request to makes shoes. Kwong says, “All we can do is suggest them the best shoemakers. Unfortunately, they are closing everywhere.”