Indian sneaker culture

Back in Amsterdam after my annual winter trip to Delhi. This time also visited to Mumbai, Kochi, and Jaipur.

An observation from the travel: sportswear in India is just everywhere. 

In a country where traditional wear naturally makes up a big part of fashion, the scale of sportswear adoption is hard to miss. 

Growing up in India in the ’90s, you knew you’d arrived if you were seen wearing a product from ‘abroad’. International brands were scarce, best way to score them was through relatives travelling overseas. 

Fast forward to now.

A lot has changed of course, policies eased and a more open market. While global brands were figuring it out, Indian entrepreneurs moved fast to claim the space. Because people just wanted sportswear. Didn’t matter from abroad or not. 

I visited Gully Labs, an Indian lifestyle sneaker brand. 

Knowing a thing or two about sportswear, I was quite impressed. 

The store was highly experiential; it's an interactive concept store, with a cafe and interesting storytelling elements. Product displays were premium, and starting price range is accessible. Loved the bandhani and ghungroo details on shoes, a clever way to bring Indian design into sneakers. 

I’m also seeing more homegrown sports and sportswear brands trend in my feed, alongside reports of ‘Lululemon planning to enter..’. Which begs the question: can the local heroes and global giants co-exist? 

Yes, here’s why: 

> The total addressable market has strong growth projections. So the stage is set to win.

> The government just announced a large investment in sports infrastructure, manufacturing. Helps the entire ecosystem. 

> Consumers are diverse. Different behaviors, motivations, and usage patterns allow multiple brands to serve simultaneously.

> Tier 2 cities are poised for growth, creating new pockets of opportunity.

> Global brands often occupy premium pricing, while local brands can afford to price a notch lower.

> The "Made in India" tag resonates strongly with younger consumers, while international brands still appeal to many millennials. 

Coexistence is happening, the market seems big enough for multiple players to grow in the near term.

Doesn’t mean there’s no pressure.

The landscape today is lifestyle dominant with performance products growing from a niche, but the convergence is coming. Health-led consumption, higher workout frequency, women's demand, and versatile product needs will drive it. I’ve seen such dynamics play out in the industry, always up to discuss. 

Until then, it’s live and let-live.