India, a country known for its diverse cultural heritage, is now witnessing an exciting transformation in the fashion landscape: the rise of sneaker culture. This burgeoning movement is no longer confined to metropolitan hubs but is permeating every corner of the nation. From self-funded startups like VegNonVeg to international giants like Limited Edt, the sneaker revolution is redefining fashion norms and creating vibrant communities around footwear.

According to Statista, the total global sneakers market revenue was valued at approximately $70 billion in 2020 and is expected to reach a value of $102 billion by 2025. Furthermore, for the Indian market, the revenue in the sneakers segment amounts to $1,367 million in 2021 which is expected to grow annually at a CAGR of 24.7 percent.

This rapid growth is fueled by an increasing number of young consumers seeking unique and fashionable ways to express themselves. The influence of global culture, amplified by social media platforms like Instagram, has made sneakers a symbol of individuality and style in India.

Passion Meets Culture

Founded in 2016 by Abhineet Singh and Anand Ahuja, VegNonVeg has rapidly become a cornerstone of India's sneaker scene. Initially a passion project, the brand was born out of a love for sneakers and streetwear. Abhineet Singh recalls the early days, "It really started off as a passion project for both of us." This genuine enthusiasm laid the foundation for VegNonVeg's unique identity.

VegNonVeg distinguishes itself through meticulous curation and a deep connection to culture. "Everything that we have on our shelves has a story," Abhineet explains. From art to music to sports, each product carries a narrative that resonates with its audience. This "culture-to-commerce" approach emphasizes not just selling products but also fostering a deeper understanding of their cultural significance.

The brand's evolutionary mindset ensures it remains relevant and resonant. "We're not stuck in the same place where we started," Abhineet notes, highlighting the importance of adaptability. This mindset allows VegNonVeg to evolve from sneakers to broader fashion offerings, staying attuned to the shifting cultural landscape.

A Sneakerhead's Dream

Another significant player in India's sneaker culture is Limited Edt, a renowned Singaporean brand that recently opened its first overseas store in Gurgaon. Founded by Mandeep Chopra, Limited Edt has been a staple in Singapore's sneaker scene for over two decades. "India's potential, the thrill of the market, and, of course, my family roots drew me here," says Chopra, marking this expansion as a homecoming of sorts.

Limited Edt is more than a sneaker boutique; it's a lifestyle curator. "We've evolved from a sneaker boutique to a multi-tiered brand with streetwear, lifestyle, skate, and basketball stores," explains Chopra. The brand's flagship store in India offers a curated selection of top-tier sneakers from marquee brands like Puma, Adidas, Nike, New Balance, Converse, and Asics.

Targeting the Cultural Mindset

While VegNonVeg's target audience is defined more by mindset than demographics. "People who are interested in fashion, in culture, in art, in music," says Abhineet. This approach appeals to individuals with a passion for cultural exploration, regardless of age or location. While the brand primarily serves Tier I cities, it is witnessing growing interest from emerging metros like Surat, Hyderabad, and Chennai, reflecting the broader cultural shift across India.

On the other hand, Chopra aims to bridge the gap in India's sneaker market, pushing global brands to bring their top-tier products to India. "India deserves attention from global brands. We want to push these brands to bring their top-tier products to India," he asserts. Limited Edt's presence in India is set to elevate the sneaker culture, offering exclusive products and unique experiences to Indian consumers.

A Blend of Art, Technology, and Intuition

Behind VegNonVeg's curated offerings lies a meticulous process that blends data-driven insights with intuition and creativity. "We are buying our product almost a year in advance, based on data, intuition, and gut," Abhineet explains. This balance ensures the brand remains ahead of trends while staying true to its cultural roots. Technology plays a crucial role in VegNonVeg's operations, enabling seamless integration between online and offline channels and enhancing the customer experience.

One of the standout features of Limited Edt's India store is the members-only "Vault." "The Vault is a member-only area, where access is granted through facial recognition," reveals Chopra. This exclusive space offers access to sought-after items and creates a unique experience for members. "It's about making our members feel special, offering them bragging rights and access to products that may be older or harder to find," Chopra adds.

 A Self-Funded Success Story

VegNonVeg's journey is notable for its self-funded approach. "There has been no funding journey. We are completely self-funded," Abhineet proudly states. This independence has allowed the brand to maintain control over its growth and prioritize sustainable business practices. With three retail stores across Delhi, Mumbai, and Bangalore, and an expanding online presence, VegNonVeg is well-positioned to continue its growth.

VegNonVeg has global aspirations. Abhineet envisions the brand as a global ambassador for Indian fashion, representing a modern and inclusive approach to cultural expression. With a growing Indian diaspora and increasing global interest in Indian culture, VegNonVeg is poised to make its mark on the international stage.

A New Chapter for India's Sneaker Scene

Limited Edt's entry into the Indian market marks a significant milestone in the country's sneaker culture. With its rich legacy and commitment to shaping India's sneaker scene, Limited Edt is set to revolutionize the sneaker experience for Indian consumers.

The evolving sneaker culture in India is more than just a fashion trend; it's a cultural movement driven by passion, creativity, and a deep connection to global trends. Brands like VegNonVeg and Limited Edt are at the forefront of this revolution, offering unique products, fostering communities, and redefining fashion norms. As India's sneaker scene continues to grow, it promises to create a vibrant, dynamic landscape that celebrates diversity, creativity, and cultural expression.