Sole stories: India’s sneaker market, culture, and opportunity

The sneaker story in India is no longer just about footwear. It’s about culture, identity, status, and investment. What started as athletic gear has evolved into a cultural phenomenon that resonates with diverse audiences across India, reflecting broader global trends in fashion and self-expression. 

The recent Puma x Pistabarfi collaboration shook up the Indian sneaker scene, merging global design sensibilities with local flair. And now, with Lotto making a comeback in India, it's clearer than ever: the sneaker space is booming, buzzing, and brimming with opportunity.

This blog delves into the forces shaping India’s sneaker industry, which has a significant impact on India’s footwear market, the market dynamics at play, and the social-cultural significance that sneakers hold today.

Lacing back in time: a look at India’s sneaker evolution

To truly understand where we are today, we need to look back at the journey that brought us here. Here's how the sneaker narrative has evolved in India:

Embracing the shift: changing consumer mindsets

Today, in a market full of choices such as formal shoes, ethnic footwear, and sandals, sneakers are winning hearts across regions. Wondering how?

To answer this, we at Grapdes surveyed 165 Indian consumers and here’s what we found:

Even more telling? A majority said they’d wear sneakers to formal events, including office meetings, dinner parties, and even festive gatherings. Only 33.5% of respondents wish to avoid them at gatherings like weddings. Showing healthy signs of adoption of sneakers for traditional setups.

These behaviours are a reflection of evolving lifestyles and a broader cultural transformation, where consumers want products that are multi-functional and boundary-blurring.

But when you speak about the Indian Market, you can’t just ignore the Price–Value Equation.

Yes, India is a price-sensitive market. But what’s changing is the perception of value. The old logic of “save now, spend later” is giving way to smarter, intentional spending. People want to keep up with trends, but not mindlessly. They’re looking for pieces that offer real value, and sneakers are increasingly delivering that. 

This is not just a theory. Listen to what sneakerheads say.

This highlights the intersection of passion, cultural depth, and a growing commercial opportunity, where personal expression meets market momentum. And this momentum isn’t slowing down anytime soon. In fact, a set of powerful tailwinds is propelling the sneaker movement even further.

Tailwinds/factors pushing forward the sneaker engine

1. Limited edition drops

Exclusivity is a powerful motivator. Limited edition drops have emerged as a key trend seeking to generate excitement and a sense of urgency among consumers. In India, this trend mirrors an increasing demand for exclusivity among consumers, especially millennials and Gen Z. These demographics are motivated by the need to possess unique, often collectable items that distinguish them from the crowd.  2. The cop and drop effect

Today, sneakers aren’t just for wearing; they’re an investment. According to a report from Indianretailer.com, the reselling potential of limited edition sneakers has become highly appealing, transforming these items from mere fashion statements into lucrative opportunities. Within this community, two key concepts stand out: "the cop & drop."

3. Focus on Sustainability

A report by Zoglix reveals that sneaker production accounts for 1.4% of global greenhouse gas emissions, surprisingly close to the aviation industry’s 1.9% share. As environmentally and socially conscious consumerism gains momentum, more brands are turning to sustainable materials and transparent production practices. Today, sustainability isn’t just a buzzword but a key buying trigger.

4. Increased Social Media Visibility & Celebrity Endorsement

The growth of the sneaker market is driven by the rising purchasing power of the Indian middle class and a young, tech-savvy demographic heavily influenced by social media. With celebrity collabs, reels, and influencer drops, digital culture is feeding sneaker obsession and boosting aspiration with visibility.

“Param Minhas, founder and CEO of SoleSearch, one of the country's leading sneaker marketplaces, notes that about a year and a half ago, Instagram experienced a surge in sneaker resellers selling coveted sneakers.” 5. Rise of fashion marketplaces

The rise of e-commerce in India has made global sneaker brands more accessible to a wider audience. The sneaker market and e-commerce have mutually boosted each other, enabling brands to strengthen customer connections. Also, various retail platforms such as Superkicks, Veg NonVeg & similar marketplaces have boosted the sneaker galore. 

While these marketplaces have widened access to global sneaker drops, they’ve also exposed a growing appetite for Indian brands to offer culturally relevant alternatives without compromising on design or quality. How Indian brands are playing the game

The sneaker scene isn’t just about international giants anymore. Homegrown brands are redefining the landscape by blending affordability, functionality, and cultural resonance.

• Comet captures the imagination of Gen Z with its bold, cosmic themes and accessible mid-range pricing. 

• CHNKS channels street art and pop culture into edgy, expressive footwear for youth seeking individuality. 

• Gully Labs takes a culturally immersive approach, incorporating Indian craftsmanship like Kantha stitches and Rangoli motifs into premium sneakers that celebrate heritage and identity.

• Doc Sneakers offer sustainable, versatile designs, appealing to college students and young professionals looking for affordable luxury that transitions across occasions.

• 7-10 merges athletic utility with urban style, while Bacca Bucci delivers rugged, outdoor-friendly sneakers built for durability without sacrificing style.

• The Aurous elevates everyday style with precision craftsmanship, vegan leather, and a luxe blend of classic elegance and modern design.

• Neeman’s redefines casual cool with sustainable, lightweight, and odour-resistant materials, bringing all-day comfort and eco-conscious style to young adults who want fashion with a purpose.
  

By strategically positioning themselves across price points and lifestyles, Indian sneaker brands are addressing both aspirational and budget-conscious audiences.

In essence, while international labels continue to dominate the high-end segment, Indian brands are successfully filling the gaps, offering sneakers that are not just stylish and functional but also rooted in cultural identity and everyday practicality.

The road ahead: big Steps, bigger potential

The sneaker industry in India is expected to grow at a 7.85% CAGR by 2029 in a market that already manufactures over 2 billion pairs of shoes annually.

For brands and investors, this is a fertile ground to harvest profits.

India’s sneaker boom is part cultural shift, part commercial wave and 100% opportunity.

Whether you’re a brand seeking deeper relevance, a startup riding the fashion-tech curve, or an investor eyeing untapped segments, this space is where identity, innovation, and impact converge.

At Grapdes, we’ve helped brands navigate evolving market dynamics with precision and impact, combining strategic brand thinking and creative design expertise to craft identities that resonate, adapt, and thrive in competitive landscapes.