India’s startup ecosystem continues to evolve with niche consumer brands solving everyday problems in innovative ways. One such emerging brand is Shoegr, a startup that is redefining how Indians care for their sneakers and footwear.
In this exclusive interview with Indian Startup Times, Saurabh Gupta, Co Founder of Shoegr, shares his entrepreneurial journey, the inspiration behind the brand, and how he is building a sneaker care culture in India.
From Creative Roots to Entrepreneurial Vision
Saurabh Gupta’s journey into entrepreneurship was anything but conventional. Beginning his career as a graphic designer, he gradually moved into animation and later into advertising, working with over 100 brands across industries.
Eventually, he returned to Chandigarh to establish his own creative agency, Brand Th3ory, collaborating with leading brands such as Snapchat and Unacademy. This experience not only honed his creative instincts but also gave him a deep understanding of consumer psychology.
“Working in the creative industry taught me to always think from the consumer’s perspective and focus on solving real problems,” Saurabh shares.
The Birth of Shoegr
The idea for Shoegr emerged from a simple observation — while sneaker culture in India was growing rapidly, there was a lack of dedicated solutions for sneaker care.
Recognizing this gap, Saurabh and his co founders set out to build a brand that goes beyond products and creates an entire ecosystem around shoe care.
The name Shoegr itself is inspired by street culture, reflecting a modern and youthful identity. The vision was clear: make sneaker care easy, accessible, and effective for Indian consumers.
Building a Category Through Consumer Education
One of the biggest challenges Shoegr faced was changing consumer perception. Traditionally, shoe care in India has been associated with basic polish for formal footwear.
Shoegr took a different route by focusing heavily on consumer education.
Through tutorials, demonstrations, and digital content, the brand teaches users how to properly clean, protect, and maintain their sneakers. Today, their YouTube channel has grown to over 140K subscribers, becoming a key driver of organic growth.
“Education is at the core of what we do. People need to understand why specialized products are better than using harsh detergents,” Saurabh explains.
Innovative Product Range for Modern Consumers
Shoegr offers a diverse range of sneaker care products priced between ₹200 and ₹3,000, catering to different customer needs.
Their portfolio includes:
- Sneaker cleaning kits
- Foam cleaners
- Cleaning wipes
- Stain removers
- Specialized solutions for different materials
Each product is designed with unique formulations to address real consumer pain points — from stubborn stains to foot odor and even discomfort caused by footwear.
The brand’s premium sneaker care kit, priced at ₹3,000, has been particularly popular among sneaker enthusiasts.
Early Success and Market Validation
Shoegr’s early traction validated the market demand for sneaker care in India.
The brand launched with just 200 kits on Amazon — and sold out within 10 days.
This success was driven by:
- Deep customer research (over 1,000 conversations)
- Strong organic content strategy
- Focused marketplace presence
Today, Shoegr is available across multiple channels, including its own D2C platform, online marketplaces, and select offline retail partnerships.
Funding and Expansion Plans
To accelerate growth, Shoegr raised $100,000 in pre-seed funding, which has been instrumental in product development and brand building.
Looking ahead, the company is actively working towards raising an additional $500,000 to scale operations further.
Their expansion roadmap includes:
- Broadening product categories (leather care, handbag care, accessories)
- Strengthening distribution through quick commerce and retail
- Building a comprehensive shoe care ecosystem
The Power of Storytelling in Brand Building
Saurabh strongly believes that successful brands are built at the intersection of:
- Product quality
- Storytelling
- Consumer education
His background in advertising has played a crucial role in shaping Shoegr’s brand identity and communication.
“A strong brand is not just about selling a product — it’s about creating a culture,” he notes.
Advice for Aspiring Entrepreneurs
For young founders and creative professionals, Saurabh shares a simple yet powerful message:
- Focus on solving real problems
- Stay close to your customers
- Combine creativity with business fundamentals
- Be patient and consistent
“Building a brand is a long journey. Experiment, learn from failures, and keep moving forward,” he advises.
Conclusion
Shoegr is more than just a product company — it is building a new category in India. By combining innovation, education, and storytelling, Saurabh Gupta is not only addressing a market gap but also shaping consumer behavior.
As sneaker culture continues to grow in India, brands like Shoegr are poised to play a pivotal role in defining how consumers care for their footwear.
Interview Conducted by : Arushi Agarwal
