India's footwear market is bustling and constantly shifting, marked by a struggle for prominence between worldwide sneaker leaders and financially strained direct-to-consumer startups. In this environment, a fresh group of founders is striving to establish brands that are both culturally relevant and performance-oriented. Having previously built a globally respected manufacturing business later acquired by the Tata Group, Bachi Pullela is now making a bold move with State of Joy, shifting from an unseen player in global supply chains to a consumer-focused brand emphasizing identity, community, and a philosophy of "joy. Pullela explains to The Economic Times his conviction that India is prepared for footwear engineered for anatomical fit and peak performance. He also discusses the enduring strategic importance of brick-and-mortar retail and suggests that establishing a cultural ecosystem, rather than solely a product, could be the key differentiator in the evolving Indian sneaker market.
Economic Times (ET): After building a globally respected manufacturing business that was eventually acquired by Tata Group, what triggered the shift from backend manufacturing to building State of Joy as a consumer-facing brand?
