The sneaker boom in India is real. A revolution that is reshaping youth culture, fashion choices and consumer loyalty across the country. However, the interesting twist to see here is the rise in popularity of homegrown brands over global giants.
For years, names like Nike, Adidas, Reebok, Puma, and others have dominated the sneaker market in India.
While they are still popular brands in the country, there has also been an impressive rise of local, Indian sneaker brands, for which Indian consumers are showing a clear preference.
Reports and experts have also claimed that the Indian sneaker industry is being fuelled by Gen Z and millennials who see footwear as self-expression rather than mere utility.
Why Are Indians Choosing Local Indian Sneaker Brands?
One of the industries that has been seeing a steady rise in the last few years in India is the sneaker industry. It has reached a point where it is a billion-dollar industry and is expected to double in the next few years.
According to the IMARC Group, data collected claims that the current value of the Indian sneaker market stands somewhere around USD 3.88 billion in FY24, and is estimated to reach USD 6 billion by FY32. This is a Compound Annual Growth Rate (CAGR) of around 5.45%.
In the midst of this rise, another facet that has caught the attention of many is the fact that many Indian consumers are gravitating toward local Indian sneaker brands instead of going for the tried and tested foreign brands.
Home-grown brands, including names like Comet, Gully Labs, Thaely, Neeman’s, Banjaaran and Bacca Bucci, are seen attracting a large customer base, with most of them in the age range of 18-35.
Honestly, this seems to align with the general sentiment among Indians these days, who are increasingly showing a preference for local or small brands.
A recent report by Rukam Capital called “Aspirations of New India: How Consumers Select, Shop, and Shape Brand Connections” surveyed 5,000 people across 18 states in collaboration with YouGov and found that “58% of Indians choose local brands, while 76% value eco-friendly products.”
The Markets and Data report “India Sneakers Market Assessment, Opportunities and Forecast, FY2025-FY2032F”, posted in July 2024, has further claimed that a “remarkable surge in advancements and innovation in India in terms of making sneakers comfortable and durable” has had a hand in making it possible for Indian brands to create long-lasting and yet fashionable sneakers, that don’t break the buyer’s bank account.
Consumers of today want comfortable footwear that can also look stylish, and Indian sneaker companies are developing the use of “durable fabrics and lightweight, responsive cushioning systems.”
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Along with this, the fact that many Indian sneaker brands are boasting about their focus on sustainability, using recycled or easily biodegradable materials, has led to Indian consumers shifting their attention.
Along with this, many of these Indian brands allow customised designs or incorporate local cultural references, Indian storytelling, colours and styles, which resonate strongly with young buyers looking for individuality rather than mass-market sameness.
These make them very Indian in feel, and consumers who want to wear something that shines light on their heritage would be pulled toward them.
Another point that has been raised is how, unlike Western brands, the homegrown Indian brands create sneakers that are specific to the Indian environment. This includes weather, outside conditions, road types, and more, with a focus on creating footwear that is unique to the country.
All this included, the fact that many of the homegrown brands tend to be more affordable to the average Indian consumer is a big reason for their popularity. According to reports, sneakers from a well-known or Western brand tend to cost between Rs. 10,000 and Rs. 20,000.
Spending 10,000 on a pair of shoes is not possible for every Indian buyer, nor do many feel that these shoes would be worth that investment. However, Indian brands price their sneakers between Rs. 3,000 and Rs. 8,000 as per a Firstpost report.
Indian sneaker brands are also building strong online communities rather than relying solely on physical retail.
Social media drops, influencer collaborations and user-generated content help brands connect directly with consumers. Many labels actively engage sneakerheads, artists and creators, making customers feel like part of a movement rather than just buyers.
For young Indians, choosing domestic sneakers is not a compromise; it’s a conscious, stylish and identity-driven decision that signals confidence in local creativity over imported hype.
Image Credits: Google Images
Sources: Business World, The Economic Times, Entrepreneur
Find the blogger: @chirali_08
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