The sneaker culture in India has experienced a remarkable evolution. What once were practical and comfortable shoes have become a fashion statement, transcending sports and entering the realms of luxury fashion and haute couture. This cultural shift has sparked a vibrant community, bringing together enthusiasts from all walks of life. To delve deeper into this phenomenon, we spoke with two leading figures in the Indian sneaker industry: Utkarsh Gupta, co-founder of Comet, and Gaurav Tandon, Managing Director of Limited Edt India. Surabhi Goel discusses India’s sneaker surge with Comet and Limited Edt’s innovative strategies.
India’s Sneaker Surge
Impact on Brand Strategy
Utkarsh Gupta expressed his enthusiasm when asked about the current surge in sneaker culture and its impact on the brand’s strategy. “The surge in sneaker culture is exhilarating for us. We’re enjoying the benefits, but we’re also actively contributing to shaping this culture in India. Many global brands have attempted to enter this space, often at inaccessible prices or limited availability. We believe that infusing our culture and stories into our shoes can significantly advance sneaker culture in India. This vision is at the heart of our strategy,” said Gupta.
Gaurav Tandon echoed similar sentiments, emphasizing the cultural shift towards sneakers as symbols of style, identity, and community. “This shift has naturally driven our brand and the streetwear fashion industry. We’re not just selling sneakers but offering an experience and a lifestyle. Our strategy involves creating a space where enthusiasts can connect, share their passion, and immerse themselves in the latest trends. We have recently opened a store in Delhi NCR, allowing people to visit and experience the culture first hand,” Tandon explained.
Innovative Approaches to Limited-Edition Releases
Meeting the growing demand for limited-edition releases requires innovation and creativity. Utkarsh Gupta highlighted Comet’s strategy, stating, “At Comet, we strive to release one limited-edition drop each month, where we truly unleash our creativity. Our inspirations come from compelling concepts and intriguing stories. For example, our latest drop inspired by the game of Ludo incorporates vibrant colours and dice-themed accents stemming from childhood memories. We intentionally keep our releases selective and in small quantities to maintain exclusivity and excitement.”
On the other hand, Gaurav Tandon revealed Limited Edt India’s approach, “We’re launching a VIP members-only section called ‘Vault’ in our Delhi store in August. This section will feature the season’s rarest and most coveted sneakers, like the Nike SB Dunk Low ‘Orange Lobster’ and Jordan 1 Low SE WRMK Sashiko Denim. Members will get exclusive access to our raffles and ballots. Our ‘Vault’ in Singapore has been a crowd favourite, and we’re excited to bring this unique shopping experience to India.”
Balancing Sustainability with Sneaker Production
The fast-paced nature of sneaker production raises significant sustainability concerns. Utkarsh Gupta addressed this issue by highlighting Comet’s commitment to high-quality, durable products. “At Comet, we invest over a year in perfecting a product before launching it. We design our sole molds and use 100% rubber in our soles, which sets us apart. This meticulous approach ensures our shoes are durable and long-lasting, promoting sustainability and reducing the environmental impact of rapid production cycles.”
Gaurav Tandon also acknowledged the importance of sustainability in the sneaker industry. “Sustainability is a crucial issue. Our primary focus has always been on delivering high-quality products that are as durable as they are stylish. We constantly explore ways to integrate sustainable practices into our operations.”
Leveraging Technology for Enhanced Customer Experience
Incorporating technology to enhance customer experience and drive brand loyalty is vital in the modern sneaker market. Utkarsh Gupta discussed Comet’s approach, “We leverage technology by focusing on innovative design, unique concepts, and top-notch product quality. Our community thrives organically on Instagram, with engagement rates upwards of 5%. Our drops often sell out within hours through organic communication, reflecting our customers’ trust in us.”
Gaurav Tandon elaborated on Limited Edt India’s use of technology, “In our stores, we create interactive displays and unique experiences that blend the physical and digital worlds. Our VIP membership program uses facial recognition to grant access to exclusive areas in our stores. Additionally, our loyalty program uses data analytics to reward customers based on shopping behaviour, fostering a deeper connection with our brand.”
The rising trends of sneaker culture in India in 2024 showcase a dynamic blend of tradition and innovation. Brands like Comet and Limited Edt India are at the forefront of this movement, integrating storytelling, sustainability, and technology to create a unique and engaging experience for sneaker enthusiasts. As this culture continues to evolve, it promises to leave an indelible mark on the fashion landscape in India.
