Walking on Resilience: SoleThreads

Imagine stepping onto a sunlit beach, the warm sand cradling your feet, and the gentle waves lapping at your toes. Now, picture doing all of this in footwear that not only feels good but also reflects a commitment to sustainability and innovation. This is the world that SoleThreads, a vibrant startup co-founded in 2019 by Gaurav Chopra, Sumant Kakaria, Aprajit Kathuria, and Vikram Iyer, aims to create. With a mission to revolutionize the slippers market in India, they bridge the gap between locally branded hawai chappals and premium flip-flops in India. SoleThreads has embarked on a journey filled with challenges, triumphs, and an inspiring vision for the future.

Overcoming Challenges: Balancing Quality and Sustainability

Like any entrepreneurial venture, SoleThreads faced its share of challenges. The startup landscape is notoriously competitive, particularly in the fashion and retail sectors. From sourcing sustainable materials to ensuring ethical production practices, the founders encountered numerous hurdles. The raw materials for their footwear are sourced in two ways, either they recycle the used footwear sent by customers (of any brand) or they recycle material thrown away by the manufacturers.

Their major challenge was the need to balance quality with affordability. The team understood that consumers today are not only looking for style but also for products that align with their values, particularly regarding sustainability.

To tackle these issues, SoleThreads focused on innovation. They invested in research and development to create footwear that utilized recycled materials and plant-based extracts, ensuring that their products were not only comfortable but also environmentally friendly. By collaborating with local artisans and craftsmen, they were able to maintain high-quality standards while supporting the community. This commitment to ethical production became a cornerstone of their brand identity.

The Turning Point: Amazon Global Selling Propel Accelerator program

Based in Gurgaon SoleThreads was founded initially as an online firm. After winning the Propel program, the firm hopes to expand into the US, UAE, and Australian markets with its comfortable yet attractive footwear. They competed against other startups, demonstrating their creative approach to footwear and sustainability. Their efforts paid off when they were named one of the "Most Promising Consumer Startups," increasing their visibility and credibility in the market. This recognition led to new collaborations and expanded their reach, allowing them to interact with a larger audience.

In addition to accolades, SoleThreads embraced digital marketing strategies to engage with consumers directly. They leveraged social media platforms to share their story, highlighting their commitment to sustainability and the unique features of their products. This approach resonated with environmentally conscious consumers, leading to a surge in demand for their stylish flip-flops.

Current Wins and Future Aspirations: Becoming a $300 Crore Brand

In the fiscal year ending March 31, 2023, SoleThreads achieved a revenue of ₹25 crore (approximately $3 million). This not only marked a milestone for the company but also set the groundwork for their ambitious future. They recently secured $3.7 million in Series A funding led by Fireside Ventures with contributions from DSG Consumer Partners and Saama Capital. This investment will support their goal of becoming a ₹300 crore brand within three years and expanding into global markets.

SoleThreads has become synonymous with eco-friendly fashion, appealing to consumers who prioritize both style and environmental responsibility. The company continues to expand its product line, exploring new designs and materials that align with their mission. They are also committed to giving back to the community by supporting local artisans and promoting equal opportunity employment. Their journey is far from over; SoleThreads aims to inspire others in the industry to adopt sustainable practices and to lead by example.

The Importance of Innovation and Design

Being a customer-centric brand, their approval is what drives major design decisions. On the internet, they have regular video surveys with customers to make sure their prototype is liked by the customers. They collect feedback and then incorporate this and improve design.

Innovation and design are at the heart of SoleThreads' success. The company holds seven patented concepts, including SuperFoam, a memory foam-like material made from processed rubber that makes the footbed softer than average. Other innovations include TruBounce, which adds a layer of cushioning to the footbed and Recliner, which uses high consistency rubber.

Their collection is a combination of around 80 to 100 core designs and hundreds of rotating or made-to-order designs, keeping them on the pulse and apprising Gen Z and early millennials. They keep a massive repository of 400 to 500 styles on their website.

The Omnichannel Approach: Reaching Customers Everywhere

SoleThreads has embraced an omnichannel approach to reach customers across both online and offline channels. The company partners with ecommerce platforms such as Amazon, Flipkart, and Myntra, and sells on its own website. Additionally, SoleThreads has partnered with leading footwear retailer Metro Shoes and is gearing up to expand across their stores.

This omnichannel strategy has paid dividends for SoleThreads. Before the COVID-19 lockdown, the company was selling around 15,000 pairs a month. Post-lockdown, this number almost tripled to 40,000 pairs a month, with a significant increase in new customers acquired through digital and online mediums.

Solethreads' Solester REUSE Programme exemplifies the company's commitment to ethical and sustainable fashion practices. By sourcing eco-friendly materials and encouraging upcycling to minimize fashion waste, it is inspiring the upcoming generation of upcyclers.

SoleThreads' story is one of passion, perseverance, and purpose So, the next time you slip on a pair of SoleThreads flip-flops, remember that you are not just wearing footwear; you are stepping into a story of change and commitment to a better future.