From shoemaking to sneakers: State of Joy’s next step

Bengaluru: Every journey begins with a first step, and footwear has always been about enabling that step. But today, the shoe you choose is no longer just about where you are going, but also about who you are. That shift is at the heart of State of Joy, which is building its identity around sneakers and everyday active footwear, bringing together functionality, comfort and style. For a brand that believes in taking things one step at a time, State of Joy is now looking to put its own footprint on India’s rapidly evolving footwear market.For a long time in India, footwear was largely functional. “Those of us who went to schools with uniforms typically had a basic black school shoe and a separate white canvas shoe for sports. A few homegrown legacy brands dominated the market, and regardless of the sport, most of us wore essentially the same kind of shoe,” shares Bachi Pullela, Founder of State of Joy.This began to change as international brands introduced specialised footwear for running, walking, sports, hiking, outdoor activities and gym training. Fashion accelerated the shift. Streetwear, skate culture and influencers brought sneakers greater visibility, turning them from functional products into fashion statements. “Covid and the rise of work-from-home culture pushed this further. As people returned to offices, formal footwear gave way to more comfortable, casual and sports-inspired shoes, making them part of everyday mass culture,” Pullela says.Delhi volunteers’ low-cost air purifier receives WEF accoladeAccording to IMARC, India’s footwear market is valued at $20 billion, with athletic footwear at around $6 billion. The overall market is growing at around 10% CAGR, with athletic footwear growing at 11.8%. The sneaker market is estimated at about $4 billion in 2025 and is projected to grow at 5.7% annually through 2034. A sizeable chunk of the market remains unorganised. Alongside global sportswear giants and legacy affordable brands, a growing number of startups are also trying to shape India’s sneaker culture, with offerings spanning a wide range of price points.State of Joy took shape about a year ago, co-founded by Pullela and Dasari Raju Ramesh. For Pullela, it was a natural progression from a career spanning decades in footwear manufacturing. “It was called Bachi Shoes, and we manufactured through a facility in Ranipet, Tamil Nadu. I’m a shoe engineer trained in Germany. Initially, brands would give us inputs for manufacturing, but over time, we began contributing to design and product development as well. At one point, I started wondering why I shouldn’t use all that experience to build my own brand for the Indian market. That’s how State of Joy came about — the name reflects that basic feeling of joy,” he tells DH.“The opportunity was to offer something that looks, feels and performs like the products consumers aspire to own, but at a much more accessible price. What we bring to the table is a proposition that is genuinely desirable to the consumer who can afford our shoes,” he says.Having exited its shoe-manufacturing business, Bengaluru-headquartered State of Joy today sources its products from 3-4 units in Ambur, Tamil Nadu. The company works with studios for designs and also has an in-house design team. It operates Spring/Summer and Autumn/Winter collections, with two major drops. This year, it has close to 500 SKUs, with 250-260 in the current Spring/Summer collection.A separate category, Anatom, is built around a different philosophy. “We believe conventional footwear often isn’t designed around the natural shape of the foot. Shoes can rely heavily on cushioning to create a feeling of softness, but that doesn’t necessarily make them ergonomically sound. That’s also why barefoot footwear has become such a strong trend,” Pullela says. Anatom is designed to support the foot naturally, with a very low heel-to-toe drop.Meanwhile, the broader portfolio includes open footwear, sandals, slides and floaters, alongside everyday shoes and more premium products designed for grip, trekking, trails and outdoor use. Sneakers, however, remain an important category.“In sneakers, there’s a certain brand agnosticism. As loyalty to old-world brands declines, people are increasingly willing to try new things. They’re more curious and experimental, and younger brands are also more willing to take risks. Of course, price matters, but increasingly the mindset is, ‘It looks great and feels great, so let me try it.’ People want shoes that match their style, make a statement and connect with their personality,” Pullela says.In a reasonably crowded market, the company closed last year with net billings of Rs 17.5 crore, which would be roughly double that at MRP. This year, it aims to double that through its distribution network, while strengthening its D2C presence and exploring collaborations. It is also looking to explore adjacent categories, including apparel, while eyeing to open its first exclusive brand outlet this fiscal, primarily through the franchise route, while remaining bullish on Tier-2 and 3 cities. The brand is already present across most major Indian cities, with a particularly strong presence in the West and South.For an investment-heavy business, the next phase is about building scale and attracting institutional investors. “We hope to reach a point where we can undertake a meaningful fundraise in the next fiscal year or so, potentially around Rs 100 crore, through a combination of equity and debt. So far, we have invested Rs 30-35 crore in the business,” Pullela says.Quick facts Co-foundersBachi Pullela & Dasari Raju Ramesh ScaleNet billings of Rs 17.5 cr last year InvestmentRs 30-35 cr so far CategoriesSneakers, everyday shoes, sandals, slides, floaters, trekking, trail & outdoor footwear

Source: Deccan Herald