101 Guide: CHK Shares Insights on How to Build Your Own Homegrown Sneaker Brand

The sneaker industry in India has experienced remarkable growth over the past decade. From a niche imported trend to a mainstream lifestyle category, sneakers have become essential for young consumers who prioritise comfort, style, and personal expression. The market is now witnessing the rise of homegrown brands that understand Indian lifestyles, culture, climate, and foot profiles. 

The sneaker market’s growth has created a fertile space for aspiring entrepreneurs. This 101 guide breaks down the ABCs of how to start your own homegrown sneaker brand in India, covering everything from setup to marketing, pricing, and scaling.

What's about the brand?

The sneaker industry in India has transformed over the past few years from a niche, imported trend to a booming lifestyle category. Young consumers increasingly seek footwear that combines comfort, style, and personal expression, creating a fertile ground for homegrown brands that understand Indian lifestyles, climate, and foot profiles. CHK emerged from this opportunity, founded by a team frustrated by the lack of well-designed, comfortable, and everyday-wearable sneakers in India. The brand’s vision was simple yet ambitious: create sneakers that speak directly to India’s fashion-conscious youth, blending style, comfort, and accessibility.

Instead of outsourcing production, CHK invested in a vertical “concept-to-creation” ecosystem, managing design, prototyping, material selection, and finishing under one roof. According to the founder, “Every time we looked at the market, things felt either too basic, too bulky, or too overpriced for everyday wear.” This hands-on, design-driven approach has turned CHK into a homegrown sneaker brand on track for Rs. 6–7 crore ARR, resonating with students, young professionals, and creators who see sneakers as a statement rather than just a product.

What You Need to Know Before You Start

• Design-driven, culturally curious, operationally-minded founders
• Passion for footwear and patience for iteration

“People who build sneaker brands usually come from a mix of design interest and cultural curiosity,” says the founder. 

Skills & tools needed:

• Understanding of fit, last shapes, materials, and comfort
• Basic design software (Illustrator or 3D tools)
• Vendor management and prototyping knowledgeScalability:

• Best started as a passion-led side hustle
• Scaling requires inventory depth, consistent manufacturing, and demand forecasting

Brand Identity

• Designs tailored to the Indian youth’s daily lifestyle
• Vertical ecosystem ensures quality, comfort, and consistent finishes

“Our biggest strength is designing around how India’s young consumers actually dress, commute, and spend their day,” the founder shares. 

Target niche:

• Students, young professionals, creators
• Consumers seeking stylish, everyday-wearable sneakers that feel premium but accessible

The Setup 101

• Materials: uppers, soles, insoles, laces, etc.
• Equipment: work with existing manufacturers rather than buying large machines
• Design software: Illustrator or basic 3D tools
• Sourcing network: reliable vendors for consistent quality
• Skilled team for prototyping, testing, and finishing

Registrations & licenses:

• GST registration
• Shop & Establishment license (if offline)
• Compliance with labour and safety standards in factories

Investment range:

• Early-stage prototyping: Rs. 75 lakh – Rs. 1 crore
• Professional, scalable setup: Rs. 1.5 – Rs. 1.75 crore

Pricing & Positioning

Include full landed cost:

• Materials
• Labour
• Mould shaping
• Finishing
• Packaging
• Shipping

Common pricing mistakes:

• Underpricing to attract early customers
• Ignoring packaging, shipping, or labour costs
• Over-focusing on marketing while neglecting product quality

Differentiation:

• Consistency
• Authenticity
• Understanding of local tastes matters more than chasing trends

Where to Sell

• Instagram & own website (for early traction and brand control)
• Pop-ups & sneaker festivals (for sampling and conversions)
• Retail tie-ups after establishing identity and repeat customers
• Time to first sale: Typically within days if the product resonates

Tips for early visibility:

• Clear photos & honest product descriptions
• Customer reviews and testimonials
• Return & exchange policies to build trust

Marketing Playbook

• On-foot styling reels
• Unboxing videos
• Drop teasers
• Creator collaborations
• Reels & word-of-mouth campaigns
• Flea markets and community-driven events
• Role of brand story & packaging: Builds credibility and emotional connection

Mistakes to Avoid

• Rushing production without proper testing
• Skipping wear tests and material adjustments
• Over-investing in packaging or large unsold inventory

The founder opines, “A sneaker might look good in samples but behave differently when someone actually wears it for weeks.”

Growth & Scale

When full-time:

• Once consistent demand and repeat customers exist
• Improving production capacity
• Expanding designs gradually
• Bulk orders, workshops, stockists

The founder further says, “Growth always followed validation, making sure every step felt right for both the brand and the community we were building.”