A brand making waves in India with its unique fusion of sneaker culture and contemporary fashion is VegNonVeg. Founded by Abhineet Singh and Anand Ahuja in 2016, VegNonVeg has evolved from a passion project into a cultural phenomenon over the past seven years.

VegNonVeg's journey began with a simple idea - to create a space where like-minded individuals could gather and celebrate their love for sneakers and streetwear. Abhineet Singh, reflecting on the brand's inception, shares, "It really started off as a passion project for both of us." Their shared love for sneakers, fueled by different inspirations ranging from art to technology, laid the foundation for what would become VegNonVeg.

"We never thought of it from a business perspective," Abhineet explains. "It was just like, Hey, it would be really fun to have a small place where we can hang out, and talk about sneakers." This genuine enthusiasm became the driving force behind the brand’s creation.

Setting VegNonVeg Apart

What sets VegNonVeg apart in the Indian market is its meticulous curation and deep connection to culture. Abhineet emphasizes, "Everything that we have on our shelves has a story." From art to music to sports, each product at VegNonVeg carries with it a narrative that resonates with its audience.

Abhineet further elaborates on their unique approach, "We have a very culture-to-commerce approach." This approach emphasizes not only selling products but also fostering a deeper understanding of why certain items are significant within the cultural landscape. The brand has evolved beyond being just a marketplace; it's now a content platform where stories are told and celebrated.

The Mindset of Evolution

As VegNonVeg expands its offerings into the lifestyle space, Abhineet highlights the brand's evolutionary mindset. "We're not stuck in the same place where we started," he explains. From sneakers to fashion, VegNonVeg continues to evolve, staying attuned to the shifting cultural landscape.

Abhineet emphasizes the importance of adaptability, "Just having an evolutionary mindset sets us apart." This willingness to embrace change ensures that VegNonVeg remains relevant and resonant with its audience.

Targeting a Cultural Mindset

When asked about VegNonVeg's target audience, Abhineet defines it as a mindset rather than a specific demographic. "People who are interested in fashion, in culture, in art, in music," he elaborates. The brand further caters to individuals with a passion for cultural exploration, regardless of age or location.

While primarily serving Tier I cities, VegNonVeg is witnessing growing interest from emerging metros like Surat, Hyderabad, and Chennai. Abhineet acknowledges the expanding reach of its brand, reflecting the broader cultural shift taking place across India.

The Art of Curation and Technology

Behind VegNonVeg's curated offerings lies a meticulous process that blends data-driven insights with intuition and creativity. Abhineet explains, "We are buying our product almost a year in advance, based on data, intuition, and gut." This balance ensures that VegNonVeg 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. Abhineet emphasizes the importance of real-time syncing and leveraging AI-enabled tools to enhance the customer experience.

A Self-Funded Journey

Unlike many startups, VegNonVeg has charted its course without external funding. Abhineet proudly states, "There has been no funding journey. We are completely self-funded." This approach has allowed VegNonVeg to maintain control over its growth and prioritize sustainable business practices.

With three retail stores across Delhi, Mumbai, and Bangalore, VegNonVeg embraces an omnichannel approach to reach its audience. Abhineet emphasizes the importance of experiential spaces that foster community engagement, hinting at future expansion plans in emerging markets like Gurgaon.

While retail remains a cornerstone of the brand’s strategy, its online presence continues to drive growth, particularly during the pandemic. Abhineet envisions a careful expansion strategy focused on finding the right spaces to cultivate VegNonVeg's unique brand experience.

D2C: Shaping the Brand Experience

Direct-to-consumer (D2C) has been instrumental in shaping VegNonVeg's brand identity. Abhineet emphasizes the brand's ability to create meaningful experiences for its audience, transcending the traditional role of a marketplace. D2C allows VegNonVeg to connect with its customers on a deeper level, fostering a sense of community and belonging.

As sustainability takes center stage in the fashion industry, VegNonVeg is committed to reducing its environmental footprint. Abhineet emphasizes the brand's focus on using recycled materials, reducing plastic usage, and exploring sustainable fashion practices. Looking ahead, VegNonVeg aims to further integrate sustainability into its operations, embracing a forward-thinking approach to fashion.

Global Ambitions: The Next Chapter

As VegNonVeg looks towards the future, global expansion remains a key focus. Abhineet envisions the brand becoming 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.

Thus, VegNonVeg's journey is a testament to the power of passion, culture, and innovation. From humble beginnings to global aspirations, the brand continues to push boundaries and redefine the intersection of fashion and culture. As VegNonVeg embarks on its next chapter, one thing remains certain: its commitment to celebrating diversity, creativity, and the rich tapestry of Indian culture.