Delhi-based Gaurav Chopra has been working with popular footwear brands. Namely, Bata, Hush Puppies, and Benetton for more than a decade. However, after working with these brands he realized that they were unwilling to invest the time and resources required to own the open category of flip flops.
Despite flip flops trending all over India, there was still no green signal given to this idea. In collaboration with consumer brand experts. Names like Sumant Karia, Vikram Iyer, and Aparajit Kathuria. Guarav kicked off Solethreads in November 2018 to meet the demand forces for branded flip flops.
Solethreads is a D2C, youth-centric footwear brand that focuses on creating quirky designs for its flip flops. Its manufacturing centers are in Delhi and Rajasthan. Which are operated by partner firms, some of whom work solely with Solethreads. This fast-fashion company supports over 200 skilled and semi-skilled workers at the partner factories. More importantly, Solethreads is a home-grown brand that crossed Rs 50 Lakh GMV on Amazon. It saw success in just four months after launching. The emerging brand reached Rs 1 crore revenue in seven months of launch. Hopes to become a Rs 300 crore fast fashion brand in the open footwear category.
During the initial phase of the lockdown, Solethread saw a negative impact on their sales. However, the business saw a surge in the number of orders post-lockdown. As published in SMB Story “In the next three years, we want to become a Rs 300 crore fast fashion brand. Leading in the open footwear category. We are also bullish on going global with the brand basis of some recent pilot tests. We have been doing on international platforms,” Sumant Karia says. Solethread has worked its way up with consistent creativity and the thirst to get better.
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