Since transcending from being just athletic wear to becoming a cultural mainstay, sneaker culture has come a long way. However, there’s no denying that what once served as a hotbed for creativity and expression, has plateaued off into a monotonised monopoly, ruled by the predictable silhouettes of Jordans, Yeezys, Sambas and the likes. But when I spotted Comets at a Mumbai club - a pair, of the X Lows BEACH, they immediately grabbed my attention with the colour blocking - bold but not obnoxious, pure spunk. In a landscape dominated by the usual suspects, an Indian brand like Comet injects much-needed freshness.
Ex-corporate aces Utkarsh Gupta and Dishant Daryani left the suits behind for their sneakerhead passion. After conquering Bain, Hotstar, and Urban Company, they launched Comet, an Indian brand obsessed with quality and innovation, asserting that they can stand shoulder to shoulder with well established brands. Utkarsh, the marketing, design, and sales guru, spills the beans on Comet's plans and the world behind the brand that wants to build a community, not just sneakers. Sneakers are my jam, but let's hear from the mastermind himself.
Man's World: Was there a specific turning point that ignited the spark to create Comet Sneakers?
Utkarsh: My passion for shoes led me to pursue an MBA in Chicago. My roommate, a fellow sneaker enthusiast from Canada, shared his ambition to work at Nike. Together, Dishant & I embarked on a two-year journey immersing ourselves in the world of sneakers through their specialized MBA program. We found immense joy in the experience and resolved to return to India to fill the gap in the market by launching a sneaker brand catering to enthusiasts like us.
Man's World: Was there a specific turning point that ignited the spark to create Comet Sneakers?
Utkarsh: My passion for shoes led me to pursue an MBA in Chicago. My roommate, a fellow sneaker enthusiast from Canada, shared his ambition to work at Nike. Together, Dishant & I embarked on a two-year journey immersing ourselves in the world of sneakers through their specialized MBA program. We found immense joy in the experience and resolved to return to India to fill the gap in the market by launching a sneaker brand catering to enthusiasts like us.
M: Your designs draw inspiration from nature, a refreshing departure from the norm. Can you elaborate on why you chose this unique design approach for Comet?
U: Our first drop was inspired by mangoes, a beloved fruit in India. We captured the yellow-to-red gradient of a mango and the speckles on its skin on a shoe. We also made the left shoe green and the right shoe yellow, with the heel flaps revealing the words "Kacha Aam" and "Pakka Aam," capturing the playfulness of a mango. Our second drop, Jugnu, is built on creating a glow-in-the-dark shoe inspired by fireflies against a night sky. Our latest drop, Skribble, pays homage to childhood and the joy of scribbling and playing with colours. Overall, we believe in starting with a concept and ensuring even the smallest details further the story. We're passionate about bringing this approach to the Indian audience at an affordable price point with high-quality materials and rigorous quality control.
M: How doe you plan to carve a unique niche and stand out from existing brands in a booming market like India?
U: We've developed a new technology called "dual foam technology," which is just emerging in the market. We've created new moulds to harness this technology, providing a slightly harder foam on the outer side of the slide for improved sturdiness and grip, while the foam on the inside, where your feet rest, is much softer. Our slides offer a much softer experience, unique to us in India. Additionally, our designs fuse high-quality craftsmanship with cutting-edge designs, offering a captivating blend of colours and occasional limited edition drops. While many brands saturate the market with affordability, we take pride in our pursuit of aspiration and design innovation. We believe there's an opportunity to bridge the gap between aspiration and value, and we're excited to invite you to join us on this adventure.
M: Sneakerheads love their logos. How will Comet create a lasting visual identity?
U: We carefully consider the placement of panels where colours interplay with each other, especially our logo, which is a shooting star. We've designed it to be an integral part of the shoe design rather than just a logo in the corner. In some shoes, it takes on a colour that brings a different dimension to the shoe. We also think of ourselves as a concept-first design studio.
M: Great price point for Comet! How does that work? Will it evolve as you grow?
U: Most of the Indian manufacturing is split into two parts right now. The first uses synthetic leather from India to create shoes that sell for about Rs 2000 or below, while the other makes leather shoes that typically sell for Rs 8000 a pair for export. We operate somewhere in the middle and import all our materials due to the higher quality of synthetic leather abroad. The leather we use has a microfiber backer, making it more breathable. We believe our customers deserve this higher value given our price point. We reject more than other brands because we prioritize product quality. Quality is integral to our brand.
M: How does the brand plan to foster a community that goes deeper than just buying shoes?
U: We approach this in three distinct ways. First, our products are designed to empower individuals to express themselves uniquely. For instance, our latest drop, Skribble, is inspired by the unapologetic creativity of a child. Additionally, we encourage customers to share their experiences by tagging us in their photos, showcasing diverse ways individuals style our shoes. Lastly, we spotlight extraordinary individuals who pursue their passions despite challenges, inspiring others to do the same.
M: Would Comet collaborate with local artists or designers to create limited-edition collections?
U: We recently collaborated with Santanu Hazarika, a multidisciplinary visual artist, aligning with Comet's ideology of providing canvases to artists. This collaboration, 'Silent and Scream,' is inspired by punk, heavy metal, and a bold choice of questioning the status quo, embodying our brand's philosophy of being 'Never Shy, Never Sorry' in its design and the artist.
M: Do you have plans to expand beyond the Indian market? If so, how would you adapt your strategy for different regions?
U: Comet does not have plans to go international. We believe the Indian market itself is significant and deep. We see a big gap where people want great sneakers from an aspirational brand that loves storytelling and creativity. We believe we are that brand. While our price point may be higher, our commitment to quality materials and storytelling resonates with consumers, leading to a growing customer base.
M: Every sneakerhead has a dream shoe. Can each of you tell us about a specific pair that has personally inspired you?
U: For us, it's the Ben and Jerry's collaboration with Nike. This shoe takes storytelling and concepts to another level, turning a sneaker into a canvas for a compelling narrative. This collaboration served as a starting point for us, highlighting a gap in India's sneaker market. We sought to bring a change by creating sneakers that exude creativity, stories, and concepts.
