Kicks and Culture: Inside Hyderabad’s Sneaker Shopping Revolution at Mars Gallery

Sneaker culture in India has witnessed a sharp rise, with resale platforms thriving and cities like Delhi and Mumbai setting the pace. Exclusive pairs vanish from online shelves in minutes, and large-scale conventions attract enthusiasts eager to showcase or exchange their collections. In Hyderabad, however, the enthusiasm was never matched by a dedicated cultural space for sneakers. That missing link is now addressed by Mars Gallery, designed not simply as a shop, but as a cultural hub where footwear, art, and community intersect.

The Origin of Mars Gallery

For Harsh Parmar, the journey into sneaker culture began during a trip to the US in 2016. “I visited a couple of sneaker stores and downloaded the GOAT app, but I quickly realised that a lot of pairs being sold were fake,” he says. That experience made him aware of both the passion and the pitfalls of sneaker culture abroad. When he came back to India, his second home of Mumbai exposed him to a small but tight-knit sneaker community. “People were so warm, and they loved talking about sneakers. That’s when I realised there was a market here, even though it was small,” he recalls. Inspired by the global sneaker movement, which was becoming deeply tied to music, fashion, and self-expression, Parmar saw the potential to bring that cultural energy to a city that didn’t yet have a hub for it.

The first step was small but decisive. Parmar posted on Instagram about having sneakers available, and the response surprised him. “I got about 15 messages instantly saying they wanted to buy them. That’s when I thought, there’s something here that people are missing out on,” he explains. What began as sourcing pairs for friends quickly grew through word of mouth. But Parmar wanted to go beyond simple sales; he wanted to showcase sneakers as cultural artefacts. “Pop-ups at bars with shoes on tables didn’t feel right, as these are expensive pairs, almost like art. I wanted to create a proper space with ambience and storytelling around them,” he says. This vision laid the foundation for Mars Gallery, Hyderabad’s first cultural space dedicated to sneakers, giving local enthusiasts a community-driven home for what had long been missing in the city’s fashion landscape.

The Influence of Music, Fashion, and a Move into Clothing

Sneaker culture has always drawn energy from the worlds of music and fashion. Global icons like Kanye West and Virgil Abloh built entire cultural movements around them. Harsh Parmar was deeply influenced by this creative crossover. “I became a huge fan of Virgil and Kanye because they weren’t only making sneakers, they were shaping style and identity,” he says. For him, sneakers were never just footwear; they were the starting point of self-expression.

That same philosophy led him to expand beyond sneakers into clothing. Harsh explains, “Once you own a unique pair, you automatically want to style yourself differently. Sneakers start at your feet, but they influence your whole look.” Inspired by this idea, he began experimenting with fashion pieces that carried the same cultural weight as the shoes he curated. While Mars Gallery remained rooted in sneaker culture, his foray into clothing reflected a natural progression, an attempt to give the community not just kicks, but an entire canvas for expression.

Challenges in Building a Sneaker Community

Sneaker culture has always thrived on people coming together, sharing stories, trading pairs, and celebrating a lifestyle that blends music, fashion, and identity. In Hyderabad, Mars Gallery became one of the first spaces where this sense of belonging could take shape. But as Harsh Parmar explains, keeping the culture alive has not been without its difficulties.

Firstly, there has been what he calls "foolish competition." Parmar explains, "A lot of companies were working only for valuations and investors. They weren’t interested in building community; they just wanted to sell stuff." This profit-first approach, he says, weakened the authenticity of sneaker culture.

Secondly, the problem of counterfeit sneakers continues to erode trust. "I’ve had so many people come to my store because they were scammed elsewhere. Even Nike itself struggles to figure out how fakes are slipping into the market," he says. Physical spaces like Mars Gallery became crucial because they gave people assurance of authenticity.

Thirdly, Parmar observes a shift in energy within the community itself and the culture of affordable sneakers in India. "Back in the day, people were enthusiastic and wanted to meet up. Now everyone’s in their own zones, it’s not the same anymore," he reflects. For him, the fading of this collective spirit has been one of the toughest challenges, even more than competition or counterfeit markets for sneaker brands in India. 

The Road Ahead for Sneaker Culture in Hyderabad

Unlike Mumbai or Delhi, Hyderabad’s sneaker scene is still at a formative stage, but the interest is undeniable. A growing group of young people now see sneakers not just as footwear but as symbols of identity, art, and lifestyle. As Harsh Parmar explains, “Earlier, there wasn’t really a space where people could connect over sneakers. Now, you’re beginning to notice smaller communities where conversations around culture are just as important as the shoes themselves.”

Looking ahead, sneaker culture in Hyderabad could expand into something much bigger than collecting pairs. Live music, art-driven showcases, and streetwear collaborations are all avenues through which the culture may deepen. Parmar believes that the true essence of sneakers lies in how they connect people: “Sneakers have never been about shoes alone, they’ve always been about community.” With that spirit taking root, Hyderabad is poised to become an emerging hub for Indian Sneaker Brands as well as for the best sneaker stores.