Pushkar Singh’s Post

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Comet, an Indian sneaker D2C brand, recently raised $5M in its series A round led by Elevation Capital, a top Indian VC. It’s not a big Series A round for #India, but it’s an interesting choice. India already has scores of new and old sneaker brands. At this exact moment, I’m wearing a pair from another sneaker startup, Neeman’s. It’s a decent product for the price, yet I wonder what’s the differentiation. Price could be one differentiating factor, but we’ve sneakers in every price category. Price can also not be a differentiating factor in the long run. With scale, most consumer #startups bring their cogs (cost of goods sold) down with the economies of scale. If you’re an Indian VC, why would you invest in a sneaker brand with no discernible product differentiation? 1. It’s a growing market. Sneaker sales are exploding in India. There’s space for dozens of good brands selling different products. Sneakerheads are cool now. It wasn’t so 10 years ago. Now, we have sneaker trading platforms. My friends are sneaker collectors. So, there’s a product for everyone – sports, casual, functional, designer, recycled, streetwear, dress, etc. You think of it, and there’s a sneaker company that espouses those values. 2. VCs love brands with strong customer loyalty. Indian Millennials and GenZ are more aspirational and brand loyal than their parents. Their identities are linked to what they wear or consume. This linkage of self-identity with brands is a great development for consumer brands. Vegans want to wear vegan sneakers while rap enthusiasts like streetwear. This has been a trend in the USA and Europe for decades. Now, it’s also caught up in India. 3. For consumer VCs, traction (revenue growth, repeat orders, organic sales, return on ad spends, etc) is paramount. Any brand with excellent traction has a good chance of raising #venturecapital. While I don’t know the traction of Comet, I’m sure it’s impressive for it to raise $5M in today’s market. They are building something people want. Their product and brand ethos must be appealing to their users. Finally, we have got the product quality. Comet falls into the mass premium category. Its sneakers are between ₹2,500 to ₹5,000. This puts it a notch above Neeman’s. Comet sells through its website. I couldn’t find its shoes on marketplaces. To sell sneakers at this price for a young D2C brand in India is commendable. Its success lies in its brand positioning and marketing. It’s a brand that resonates with its customers. It’s a good start. P.S. We are organising our 8th Founder Fundraising workshop on the 6th & 7th of July. It's an 8-hour boot camp for founders who want to raise capital. The registration link is in the comments.

Puneet Bajaj

Market Enthusiast & Investor || IIT & STANFORD

4mo

Pushkar Singh seems like u got an agenda to bad mouth 👄 other people investing in your competitors 😀😀 how silly :)

Shashank Pawar

Reinventing marketing outreach using AI

4mo

True D2C brand. Love it ❤️ Best part is that they don’t do deep discounting hope this continues

Anniesh G.

Sales Leader | Partner | Growth Advisor

4mo

The Indian sneaker market is projected to grow at a CAGR (Compound Annual Growth Rate) of 15-20% over the next 5 years, reaching a size of $10-15 billion by 2029. Even with a small market share (2-3%), the brand could capture a significant revenue stream ( $200-450 million). As you mentioned this segment is hot, and which VC firm wont back a Harvard Alumini running the show at Comet

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I don't think the second point is correct. If Gen Zs are loyal then I don't think we Gen Zs need more sneaker brands ( applies to other products as well). Earlier, there were few brands because people were loyal but when brands soon realised that Gen Zs unlike millennials shift their preferences based on certain factors like comfort, convenience, price, premium feel, etc. What do you think Pushkar Singh ?

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Ujwal Sutaria

Founder & General Partner | Building TDV Partners | Pre-seed/Seed VC

4mo

Yes indeed the sneaker market is booming! We can see how it has already become a part of people's lives, especially the millennials and Gen Z. So, if the brand can find a PMF, it can definitely make a mark. Pushkar Singh

Sachin Kumar

Building INR Stablecoin

4mo

Pushkar Singh when capital is the differentiator, elevation is bringing the differentiator for a me too product industry.

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