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In this episode, we sit down with Arjun Singh, Co-Founder of Gully Labs, to uncover how he’s building India’s most creative sneaker brand for a new generation of consumers. Gully Labs is redefining Indian streetwear by blending homegrown stories, traditional craftsmanship and bold design. Every sneaker is inspired by Indian elements from kulfi to patang to hockey. Gully Labs has also created an iconic shoe in collaboration with Royal Enfield. From starting out with just 25 pairs a month in a Noida garage to creating India’s most viral D2C sneaker collections, Arjun shares the honest journey of turning a passion project into a fast-growing brand that’s capturing Gen Z’s imagination. He talks about: The philosophy behind Gully Labs and making sneakers that tell Indian stories How he built a nationally recognized handcrafted sneaker brand Secrets to going viral and building loyal sneaker communities online What it takes to compete with global giants while staying 100% desi Chapters: 00:00 - Intro 01:04 - Arjun's startup journey 03:41 - Naming strategy 05:02 - Sneakers Design process 06:54 - Manufacturing in India 09:23 - Marketing strategy 10:23 - Capital allocation 11:26 - Unit economics 12:23 - Finding target audience 13:59 - Royal Enfield collab 14:53 - Launch of the Naadu sneakers 16:44 - Unique product features 19:46 - Role of Kaarigars 22:30 - Arjun's favourite sneakers