How Gully Labs Sneakers Built a Brand with Identity

Most sneaker brands in India still operate with the same formula: copy a global trend, manufacture cheaply, run performance ads, and compete on discounts.
That is exactly why Gully Labs feels different. Gully Labs did not enter the market trying to become an Indian version of Nike, Adidas, or New Balance. The founders built something far more difficult — a sneaker brand rooted in Indian identity without making it feel forced, gimmicky, or costume-like.

That distinction matters.

Because for years, Indian consumers have been surrounded by products inspired by Western streetwear while barely seeing their own stories represented with the same design depth, pride, or cultural detail. Gully Labs recognized that gap early. And after their appearance on Shark Tank India, the brand moved from niche sneaker conversations into mainstream cultural attention.

But the Shark Tank deal is not the real story here. The real story is how two founders from Gurugram built one of India’s most culturally aware sneaker brands in less than three years by understanding something most brands completely ignore: People no longer buy sneakers only for comfort or fashion.
They buy them for identity.

Gully Labs Did Not Start as a “Sneaker Company”

The company was founded by Arjun Singh and Animesh Mishra in 2023 with a very specific vision:
build a sneaker brand that feels unapologetically Indian.

Not “Indian” in the stereotypical export-market sense.

Not elephants, random paisley patterns, or Bollywood nostalgia.

Their manifesto openly criticizes how Indian brands often seek validation from Western aesthetics instead of building original cultural narratives of their own. The founders questioned why Japanese streetwear, New York hip-hop culture, French luxury, or American skate culture became globally influential movements while Indian stories remained commercially underrepresented.

That philosophy became the foundation of Gully Labs Sneakers.

Their designs pull references from:

Bharatanatyam
Kolhapuri weaving
Indian hockey history
local street culture
underground music
community identities
regional craftsmanship

This is what separates them from generic “Made in India” branding. Most brands manufacture in India.
Very few actually design from India.

Why Gully Labs Connected So Fast With Young Consumers

Timing played a huge role. India’s sneaker market is changing rapidly. Sneakers are no longer just footwear. They sit at the intersection of:

fashion
culture
social identity
internet communities
creator economy
self-expression

Global sneaker culture already proved this years ago. What Gully Labs understood is that Indian consumers were finally ready for a homegrown brand that reflected their own stories with the same confidence global brands project internationally.
Their early traction validates that insight. Within the first few months:

they landed a Vogue feature
hosted community-led events
built viral Mosa media momentum
created a strong digital identity

Unlike traditional D2C brands that rely heavily on performance marketing, Gully Labs built conversation first. That is a completely different growth engine.

The Biggest Difference: Community Before Commerce

This may be the most important reason behind the brand’s growth.
Most fashion startups still operate transactionally:
sell products → run ads → chase CAC efficiency → repeat.

Gully Labs behaves more like a culture-first community brand.

Their products carry stories.
Their collections have context.
Their campaigns feel conversational rather than corporate.
Even their retail expansion is being designed around “cultural spaces” instead of pure stores.
That strategy is extremely modern.

Globally successful lifestyle brands like:

Supreme
Deus Ex Machina
Aimé Leon Dore
Stüssy

…all became powerful because they represented communities before they became fashion businesses. India has historically lacked large-scale brands operating in this emotional territory.
Gully Labs is attempting exactly that. And the market response suggests people were waiting for it.

Shark Tank India Changed Gully Labs Visibility — Not Their Direction

One important thing about Gully Labs:
they were already building strong momentum before appearing on Shark Tank India. By the time they entered the show:

the company had operational manufacturing
a growing customer base
strong storytelling
global traction
premium positioning

On Shark Tank India, the founders reportedly asked for ₹1 crore at a ₹200 crore valuation and eventually closed a deal with Aman Gupta at approximately ₹175 crore valuation. That episode massively amplified awareness. But what impressed investors was not just revenue.
It was clarity.

The founders understood:

who they are building for
why the brand exists
how Indian culture can become commercially aspirational
why storytelling creates stronger retention than trend copying

Most early-stage fashion brands struggle to articulate that. Gully Labs built the entire company around it.

Their Manufacturing Strategy Is Smarter Than Most D2C Brands

One underrated aspect of Gully Labs Sneakers is operational control. The company manufactures in-house through its own facilities in Noida. That gives them advantages across:

product experimentation
quality control
limited releases
faster iteration
craftsmanship consistency

Their sneakers are hand-lasted before machine stitching — a process usually associated with more premium footwear construction. This is important because culture-first branding only works if the product quality supports the narrative.

Otherwise the brand becomes aesthetic marketing without substance. Gully Labs seems aware of that risk.

Their positioning combines:

storytelling
craftsmanship
material quality
design differentiation
limited batch thinking

That combination is difficult to replicate quickly.

The Numbers Behind the Hype

The growth trajectory is aggressive. According to publicly available reports and founder disclosures:

FY24 revenue: approximately ₹20 lakh
FY25 revenue: around ₹2.9 crore
FY26 YTD revenue: approximately ₹9 crore
monthly sales reportedly crossed ₹1.85 crore

The company also claims:

25% international sales contribution
strong traction in the US and UK
offline retail expansion plans
over 150 team members including artisans and corporate staff

In 2026, Gully Labs additionally raised around ₹30 crore in Series A funding led by Saama Capital. That level of investor confidence is significant for an Indian sneaker-first brand still in its early lifecycle.

If you are considering Gully Labs Sneakers: Do check our selection:

Men’s Gully 001 Casual Sneakers

STREETWEAR MEETS TRADITION:
The Baaz Faris Black design blends vibrant Indian inspiration with modern, clean streetwear aesthetics, giving an elevated look to any casual outfit

view on amazon

GL002 1928 Unisex Vintage Trainer Sneakers

CULTURAL DESIGN TRIBUTE: A direct homage to India’s Olympic Hockey legacy. Features gold embroidered ‘1928’ detail and Phulkari-inspired floral patterns stitched onto the side panels, connecting the design to Indian heritage.

view on amazon

What Gully Labs Actually Understood About the Market

This is where the brand becomes interesting beyond fashion. Most companies entering Indian streetwear focus on aesthetics alone. Gully Labs focused on emotional positioning. That is a much stronger moat. Because consumers today are overloaded with products but starved for meaning.

People want brands that:

represent identity
create belonging
reflect roots
feel culturally aware
stand for something specific

Especially younger consumers. And especially in categories like sneakers where personal expression matters heavily. Gully Labs Sneakers are succeeding because they are not selling “Indian products.” They are selling cultural confidence. That difference changes everything.

The Brand Is Quietly Building a Larger Lifestyle Ecosystem

Another smart move: they do not view themselves only as a footwear company. The founders have already discussed expansion into:

apparel
fragrances
accessories
open footwear
offline cultural experiences

This matters because long-term lifestyle brands are rarely built through a single product category. They are built through shared identity systems. Once consumers emotionally connect with the philosophy, the brand can expand naturally across categories. That is how streetwear brands evolve into cultural ecosystems.

What Sneaker Buyers Can Learn From Gully Labs

This directly connects back to the larger conversation around how to choose sneakers.
A good sneaker is no longer only about:

cushioning
trend appeal
resale value
logo recognition

The best sneakers usually communicate something personal.
That could be:

culture
design philosophy
craftsmanship
individuality
community alignment

Gully Labs Sneakers work because they combine all five. And this is exactly why thoughtful sneaker buying matters. When choosing sneakers today, people increasingly look for:

originality
story
emotional connection
quality construction
long-term wearability

Not just hype. That shift is creating space for brands like Gully Labs to grow rapidly despite competing in a category dominated by global giants. If you want a deeper breakdown of what actually matters while selecting sneakers — from craftsmanship to comfort to design identity — read our pillar guide on:

How to Choose Sneakers: Detailed Men’s Sneaker Style Guide

Because brands like Gully Labs are proving that the future of sneakers is not just performance. It is perspective.

Final Thoughts

Gully Labs did not become relevant because they appeared on Shark Tank India. They became relevant because they identified a cultural gap most brands failed to notice.

India has always had:

stories
craftsmanship
underground culture
artistic depth
design inspiration

What it lacked was modern brands capable of translating those elements into products people genuinely wanted to wear. That is what Gully Labs Sneakers are attempting to build. And whether you look at them from:

a sneaker enthusiast perspective,
a branding perspective,
or a startup analysis perspective,

The company represents something bigger than footwear. It represents a new generation of Indian brands that are no longer trying to imitate global culture. They are trying to contribute to it.