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The Souled Store Talks it All: From Pop Culture Passion to Leading Merchandise Brand

The Souled Store, founded by four friends in 2013, has evolved into India’s leading pop-culture merchandise brand. Their blend of creativity, fashion, and fan passion continues to drive success.

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Srushti Pathak
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The Souled Store

If you love pop-culture, anime, and the likes of it, then chances are that you know The Souled Store. Founded in 2013 by four friends—Vedang Patel, Harsh Lal, Aditya Sharma, and Rohin Samtaney—The Souled Store has emerged as one of India’s top pop-culture merchandise brands. What started as a passion project, rooted in a love for global pop culture, has evolved into a thriving business offering stylish apparel and merchandise. But how did this brand, born from a fandom, manage to capture the hearts of millions? Local Samosa recently caught up with Vedang Patel, co-founder of The Souled Store, to learn about how the brand became a go-to destination for pop-culture enthusiasts in India. 

The Spark Behind The Souled Store

Vedang Patel, Harsh Lal, Aditya Sharma, and Rohin Samtaney
The Souled Store Co-Founders Vedang Patel, Harsh Lal, Aditya Sharma, and Rohin Samtaney

The founders’ shared passion for pop culture—particularly Marvel, DC, Disney, and other iconic franchises—was the driving force behind the creation of The Souled Store. As fans who grew up surrounded by these universes, they noticed a gap in the Indian market for stylish, well-designed merchandise that reflected this fandom.

"As fans of global franchises, we noticed that there was no brand in India catering to pop-culture enthusiasts with high-quality, stylish merchandise," says Vedang Patel. This gap in the market became the spark that ignited the idea for their unique business.

The Souled Store

The Growth Story: From Passion to Profit

The brand’s impressive leap to Rs. 235 Crores in revenue can be attributed to several key factors. The Souled Store carved out a niche by offering high-quality, stylish fan merchandise featuring global pop culture icons like Marvel, DC, anime, and Disney, resonating strongly with Indian youth.

Patel explains, "Our unique blend of stylish merchandise and understanding our audience's evolving preferences helped us stay ahead of the curve." The rise of e-commerce in India, coupled with strategic partnerships with brands like Marvel and Disney, also helped the company reach a wider audience. The Souled Store has 6 institutional investors, including Elevation Capital, its largest backer, and 10 angel investors, including Sara Ali Khan.

Staying Relevant and Fresh

At The Souled Store, staying connected with pop culture is at the heart of everything they do. Patel stresses the importance of a dedicated team that tracks emerging trends in movies, music, sports, and internet culture. “We have a dedicated team that tracks emerging trends, ensuring our designs resonate with our audience,” he says.

Additionally, their collaboration with artists and influencers allows them to infuse fresh creativity into their collections, keeping their designs both trendy and meaningful.

The Souled Store

Collaborations with Iconic Brands

One of the factors that set The Souled Store apart is its collaboration with iconic brands such as Marvel, Disney, and DC. These partnerships allow the brand to offer exclusive licensed merchandise that stands out in the market. Patel reflects on these collaborations, "The key to a successful partnership is alignment in values and creative vision. We make sure our designs stay true to the brand's identity while adding our signature style."

By ensuring that the designs stay authentic to the brand’s essence while also bringing in their own creative touch, The Souled Store delivers products that fans are eager to support and wear.

Overcoming Early Challenges

The Souled Store faced its share of challenges in its early days. Building a brand in a competitive market with many apparel and merchandise players was no easy task. Patel recalls, “We focused on creating products that reflected our passion for pop culture, which helped us form a strong bond with our audience.”

Another hurdle was managing logistics and inventory. However, with time, they learned to scale their operations efficiently and built strong customer relationships that played a crucial role in overcoming early challenges.

The Souled Store

Balancing Quality with Affordability

One of the brand’s most significant achievements is balancing high-quality products with affordable pricing. “We work closely with our suppliers to keep prices reasonable without compromising on product quality,” says Patel. By maintaining direct-to-consumer sales and streamlining operations, The Souled Store ensures that its products are both high-quality and affordable.

Standing Out in the Fashion Space

In an online retail space crowded with competition, The Souled Store differentiates itself by staying true to its pop-culture roots. Patel explains, “We create designs that speak directly to our fans' passions, whether it's through movies, music, or sports. Our personal connection to pop culture is something that resonates with our customers.”

Exclusive collaborations with franchises like Marvel, DC, and Disney also help set the brand apart, offering products fans can’t find anywhere else.

The Souled Store

What’s Next for The Souled Store?

The Souled Store is set for exciting launches in 2025, including a second drop of their highly anticipated Naruto Shippuden collection, exclusive Captain America designs, and merchandise inspired by Gilmore Girls and Gossip Girl. Patel shares, "Each of these launches is designed to bring something fresh and exciting to our community, and we can’t wait to share them with our fans."

The Future of Fashion and Merchandise in India

Looking ahead, Patel envisions a continued shift toward personalised, niche-driven products. “Pop culture will play a bigger role in fashion, especially as the younger generation continues to express their identities through what they wear,” he predicts.

The Souled Store is also focusing on sustainability, with plans to integrate eco-friendly practices into production. Their collaborations with initiatives like WFA (Waste Free Apparel) and Goonj demonstrate their commitment to a greener future.

The Souled Store

Advice for Young Entrepreneurs

Patel’s advice for aspiring entrepreneurs is straightforward, “Stay authentic, be patient, and never underestimate the power of your community.” He highlights the importance of building a niche, engaging with customers, and staying adaptable.

The Souled Store’s focus on staying true to its roots, offering high-quality products, and connecting with fans has made it a leading pop-culture merchandise brand. With new launches and a commitment to sustainability, the future looks bright.

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