How Comet is Lacing Up a Sneaker Revolution in India Through Storytelling
The global sneaker obsession for men and for a few years, women, also have the obsession with the sneakers as this sneaker culture was rooted to only in basketball, hip-hop, and streetwear culture, has evolved far beyond comfort and performance. Today, sneakers have become powerful fashion statements and cultural symbols worldwide, with India now embracing the trend like never before anyone sees.
Among this growing sneaker revolution, traditionally dominated by global giants like Nike, Adidas, and Puma, a new homegrown brand called Comet is carving out its niche, providing sneakers with comfort and design of the sneakers.
The Birth of Comet: Filling a Sneaker Market Gap
Comet was launched in July 2023. It was founded by Utkarsh Gupta and Dishant Daryani with a clear vision to offer global-quality sneakers at affordable pricing, tailored to the Indian consumer. Comet into the Indian Sneaker Market, because there is no other Indian brand that offers good quality sneakers and a unique design in sneakers like Nike, Adidas, and Puma.
India’s sneaker market presented two major gaps:
- A lack of local, premium sneaker brands
- A price disparity where global brands were too expensive (above ₹10,000) and most local options lacked design innovation and quality
Utkarsh Gupta, inspired by sneaker culture in the US during his MBA days at Kellogg School of Management, saw an opportunity to blend affordability, quality, and storytelling, elements missing in the Indian market. Utkarsh Gupta came into the Indian Market with a clear vision that they wanted to prove that other sneaker brands that Indian also have an Indian sneaker brand that offers affordability, unique innovation, and design of the sneakers.
The Manufacturing Challenge for Comet
Comet’s founders soon realized that India lacked sneaker-specific manufacturing expertise. Most factories catered either to low-cost shoes or high-end leather formals.
To fill this gap, the founders spent time in learning manufacturing processes firsthand at a sneaker factory in China. Today, all Comet sneakers are designed in-house and manufactured in India through contract manufacturers, with raw materials sourced directly by the brand.
Storytelling as a Brand Differentiator
Unlike most local brands, Comet uses storytelling as a core marketing strategy. Each sneaker drop is built around a cultural narrative that repeat with Indian consumers.
One of their most popular launches, was the ‘Mango’ edition sneaker, that have drew inspiration from the emotions associated with Indian summers and nostalgia around mangoes for the consumers. The color scheme reflected raw and ripe mango shades, while the packaging included grass for an added sensory experience that was the unique packaging Comet has done to attract consumers on their brand.
These limited-edition drops, released every 1–2 months, are never restocked, creating urgency and exclusivity similar to global “drop culture.” Some drops, like ‘Pataka’, ‘Skribble’, and ‘Jugnu’, have sold out in under 15 minutes.
Business Growth and Expansion
Comet currently clocks around ₹4–5 crore in monthly revenue, serving over 12,000 customers per month, and has built a community of over 2.18 lakh Instagram followers.
After an online-first approach, Comet is now expanding offline with select placements in multi-brand outlets such as Broadway (Delhi), Dawntown (Mumbai), and Streat Junkies (Bengaluru).
With warehouses in Mumbai, Delhi, and Bengaluru, the brand continues to strengthen its distribution and customer reach from both offline and online, through their warehouse and official website.
Funding and Future Plans
Comet has raised over $7 million from key investors, including Elevation Capital and Nexus Venture Partners. It plans to scale offline retail further, expecting each physical store to contribute ₹40–50 lakh in monthly revenue.
Given that India’s sneaker market is projected to cross $3.1 billion by 2025, Comet aims to compete not only with mass-market local brands like Red Tape and Campus but also with premium global brands like Puma and Adidas.
Challenges Ahead for Comet
Despite its rapid growth, Comet faces some challenges in the Indian Market:
- Positioning: Comet is in the mid-premium space, more expensive than budget sneakers but not yet a luxury brand like Nike, Adidas, and Puma.
- Consumer Preference Shift: First-time sneaker buyers in India often drift toward either low-cost options or flashy global brands.
- Brand Awareness: As sneaker culture in India is still evolving, Comet needs to establish a stronger emotional connection with newer audiences.
<p>The post How Comet is Lacing Up a Sneaker Revolution in India Through Storytelling first appeared on Hello Entrepreneurs.</p>
