What Gives?

“The sneaker market is getting bigger and bigger in India now. The Jordans and Yeezys have the biggest fan base on our platforms, purely for the originality of these products and the international hype. People just love them. The sneaker culture is first about practicality in fashion (how comfortable they are) and it then moves to consumerism (who can sell them for a premium),” claims Crepdog Crew’s Kapil. But how can Indian sneaker brands market themselves differently to stand out besides huge global players? According to Shibani Bhagat, founder of homegrown sneaker brand 7-10: “Having to compete with global brands is a huge challenge for homegrown sneaker brands. India is the second largest manufacturer for sneakers in the world. We have the skillset and the know-how to manufacture a great product. It’s just that no one has used this skill to create a credible homegrown brand. It is important for homegrown sneaker entrepreneurs to get the right design ethos and create a product that is different from what the international markets are offering. In order to compete, brands like 7-10 need to have an evolved, futuristic design for products and stay ahead of the curve.”