Business Remedies | Rajshree Upadhyaya | June 8, 2025 | In October 2020, amid a world transformed by the pandemic and a surge in digital consumption, three friends from Ludhiana, Simardeep Singh, Harshdeep Singh, and Danish Chawla, set an inspiring example by reshaping sneaker culture in India with their skills and hard work. They started their venture as an Instagram page called Find Your Kicks India (FYKI) to create a platform where Indian sneaker enthusiasts could buy and sell limited-edition sneakers without the fear of counterfeits.
At a time when global hype around drops like Nike Air Jordan 1 and Adidas Yeezy was growing rapidly, India lacked a structured, reliable resale platform. FYKI filled this void by promising verified sneakers, community engagement, and access to rare finds. Their timing couldn’t have been better, with the rise of streetwear culture and Gen Z consumers looking for global fashion cues, FYKI’s model resonated instantly.
Within the first eight months, they generated Rs. 26 lakh in revenue and Rs. 17 lakh in net profit, primarily through Instagram sales. Their platform won hearts with its focus on authenticity checks, smooth communication, and curated drops. As trust in the brand grew, so did its value for sellers, with the average sneaker selling for Rs. 20,000, a clear indicator of early success.
Over 200,000 Followers on Instagram
The trio appeared on Shark Tank India, where their pitch impressed all five sharks, Ashneer Grover, Aman Gupta, Namita Thapar, Anupam Mittal, and Peyush Bansal, leading to a joint investment of Rs. 50 lakh for a 25% equity stake. This not only provided capital but also boosted the brand’s credibility. Post-Shark Tank, FYKI expanded rapidly. Their Instagram following crossed 200,000, they launched a website, and began developing a mobile app to streamline the user experience.
FYKI also introduced a reseller subscription model, allowing over 3,000 registered sellers to showcase their sneakers. As demand increased, the brand effectively leveraged the hype-driven nature of sneaker culture, limited releases from Nike and Adidas that sold out in seconds created a sense of urgency and scarcity. Consumers were willing to pay hefty markups for shoes long unavailable through official channels. This scarcity-driven economy helped boost both sales and community engagement, establishing FYKI not just as a marketplace, but as a cultural touchstone in India’s emerging sneaker scene.
Creating a Platform for Resellers to Grow
However, rapid growth brought new challenges. As order volumes increased, so did customer complaints. Buyers began reporting delays in delivery, lack of communication, and unresolved refund requests. Sellers too accused the platform of delayed payments and miscommunication about inventory. Despite efforts to address these concerns, the recurring issues raised questions about the brand’s backend operations. Reddit threads and social media posts began highlighting these problems, signaling a need for a serious overhaul of FYKI’s operational engine.
Despite these hurdles, FYKI’s impact on the Indian sneaker resale landscape remains significant. It created a platform for resellers to grow, educated a new wave of collectors, and gave Indian consumers access to a subculture they had only admired from afar. But now, as competition intensifies and expectations grow, FYKI finds itself at rossroads. Its next phase will depend not just on cultural relevance or brand buzz but on efficient logistics, responsive customer service, and reliable delivery.
Showcased the Power of Niche Communities and Digital-First Thinking
Find Your Kicks India has journeyed from a passion project to a multi-crore enterprise. It has showcased the power of niche communities and digital-first thinking. But to remain a leader in this fast-paced, hype-driven market, the brand must evolve from a disruptive startup into a reliable, scalable business, where every order, every drop, and every promise is fulfilled with precision.
Written & Edited By:
Rajshree Upadhyaya
