With culture-forward sneakers, a homegrown factory, and growing overseas demand, the startup is crafting a bold new chapter in India’s footwear game.
From Passion to Product: Why Gully Labs Was Born
When Arjun Singh, a banker-turned-founder and lifelong sneaker enthusiast, returned to India in 2023, he noticed a glaring gap in the sneaker scene: no Indian brand blended global quality with local cultural identity. That epiphany led to Gully Labs, co-founded with Animesh Mishra, to give Indians a sneaker brand of their own.
“Until 2023, there was no brand that felt culturally Indian yet globally aspirational,” Singh said.
Launched in August 2023, the Delhi NCR-based startup is bringing Indian motifs, street culture, and storytelling into sneaker design—not as a knockoff, but as an original narrative. And Indian consumers are lacing up.
Building a Brand, Not Just a Shoe
Before launching its first pair, the founders spent six months building a digital community, using storytelling and content to understand their audience. Their early bird launch—offering sneakers worth ₹6,000 for just ₹1,000—drew 50 prepaid orders and grassroots buzz.
Initial production was hand-stitched in a basement workshop by a local shoemaker. The game-changer came in December 2023, when a fashion influencer’s reel featuring Gully Labs’ sneakers went viral. Inventory sold out in 48 hours.
“We realised there was real demand for an Indian-designed sneaker brand,” Singh said.
Going Full Stack: In-House Factory, Global Vision
While most D2C brands opt for third-party manufacturing, Gully Labs went against the grain by setting up its own factory in Noida—a move made possible by ₹1.2 Cr raised from college friends.
- Why a factory so soon? Control over design, quality, and order flexibility.
- Monthly sales hit â‚ą50 Lakh by end-2024.
- Output scaled from 600 to 1,000+ pairs/month, pushing the founders to raise institutional capital.
In December 2024, Zeropearl VC led an â‚ą8.7 Cr seed round, helping the startup expand operations, release new SKUs, and launch accessories like socks and shoe cleaners.
By end of 2025, Gully Labs hit â‚ą2 Cr in monthly sales, selling 5,000 pairs/month through both online channels and its first offline store in South Delhi.
Breaking Out in a Crowded Market
India’s sneaker market is dominated by global powerhouses like Nike, Adidas, and Puma, while local players like Neeman’s, Rare Rabbit, and Comet are firmly entrenched.
But Gully Labs has carved its niche through:
- India-first design sensibilities
- In-house manufacturing control
- A digital-first approach that prioritises community and brand storytelling over just pricing
Its revenue model is omnichannel, and its audience is global: 25% of revenue already comes from the US and UK.
In January 2026, Saama Capital led a ₹30 Cr Series A round, fueling plans to open three new experience stores in Bengaluru and Mumbai, expand design and manufacturing teams, and explore a physical outlet in the US within 12–18 months.
What’s Next: Shark Tank, Scaling, and Street Cred
While Gully Labs is still an underdog in India’s sneaker wars, it’s betting on authenticity, cultural resonance, and brand ownership to win hearts. With a 50-member team and clear traction, the company expects to close FY26 at ₹16 Cr in sales, with sights set on ₹30 Cr revenue by FY27.
“In our minds, the only thing that mattered was that the brand needed to exist,” Singh said.
An upcoming appearance on Shark Tank India could offer a visibility boost and help drive momentum through Q1 2026.
Can Gully Labs Go the Distance?
Success won’t be easy. Competing with both global giants and better-funded domestic rivals requires not just quality shoes, but brand devotion. Yet, if early traction, community engagement, and retail expansion are any indicators, Gully Labs is more than just a fashionable flash—it’s a desi design movement with sole.
TL;DR:
Founded in 2023, Gully Labs is building culturally-rooted sneakers for Indian consumers. After viral growth, in-house manufacturing, and funding from Zeropearl and Saama Capital, it now sells 5,000 pairs/month and plans to open new stores and go international. FY26 sales expected to hit â‚ą16 Cr.
AI summary:
- Gully Labs launched in Aug 2023 with India-inspired sneaker designs
- Founders: Arjun Singh and Animesh Mishra, both sneakerheads
- Viral growth post Instagram reel → 5,000 pairs/month sold by end-2025
- Raised â‚ą8.7 Cr (Dec 2024) + â‚ą30 Cr Series A (Jan 2026)
- Factory in Noida, now expanding to new cities and global markets
- FY26 sales expected: â‚ą16 Cr; FY27 target: â‚ą30 Cr
