Homegrown sneaker brand Gully Labs stood out on Shark Tank India this season with a culturally rooted pitch, strong fundamentals, and confident storytelling. Founded by NSIT Delhi alumni Arjun and Animesh, the brand champions Indian design at scale and secured a marquee deal with Aman Gupta, marking a defining milestone.
In a season crowded with sharp numbers, bold valuations, and aggressive growth narratives, Gully Labs made its mark on Shark Tank India not by being louder—but by being deeply intentional.
From the moment the pitch began, it was clear this was not just another direct-to-consumer sneaker brand.
A Pitch That Spoke in Culture, Not Catchphrases
The Gully Labs pitch opened with a performance that seamlessly blended Bharatanatyam, Bhangra, and Hip Hop—a deliberate creative choice that set the tone for everything that followed. The message was clear: Indian culture is not a constraint to scale; it is a foundation strong enough to build on.
In an industry dominated by global logos and borrowed aesthetics, Gully Labs positioned itself as a brand that takes Indian design seriously—without seeking external validation.
Founders Who Met Before the Spotlight
Gully Labs was founded by Arjun and Animesh, both alumni of Netaji Subhas Institute of Technology (NSIT Delhi).
The idea for the brand emerged from a shared observation: many Indian fashion brands look outward for credibility, often sidelining local design language in the process. Arjun, with a background in investment banking, began working on early sneaker prototypes and limited drops, focusing on craftsmanship, material quality, and long-term brand-building rather than hype.
Animesh entered the journey initially as a sneaker consumer—buying pairs, sharing detailed feedback, and pushing ideas from a user’s perspective. Over time, those conversations evolved into collaboration, and eventually, a formal partnership.
Building Quietly, Growing Intentionally
Instead of chasing mass-market attention early, Gully Labs focused on building a community-first brand. Limited releases, thoughtful storytelling, and consistent design language helped the company cultivate loyalty among customers who resonated with its philosophy of what the founders describe as “cultural honesty.”
The result was a product-led brand where identity was expressed through design, not oversized branding.
The Shark Tank Moment
On the Tank, Gully Labs pitched the business at a valuation that immediately drew attention and sparked discussion among the Sharks. What made the moment particularly notable was that all the Sharks expressed interest, creating visible competition on the floor—an uncommon outcome even on the show.
The final deal was secured with Aman Gupta, marking a significant milestone for the brand. Beyond capital, the partnership brought strategic alignment with one of India’s most successful consumer brand builders.
Industry coverage described the deal as one of the standout moments of the season, not only for the valuation discussed on air, but for the clarity with which Gully Labs articulated its long-term vision.
A Brand Beyond the Tank
Today, Gully Labs operates as a direct-to-consumer sneaker brand with a growing presence across:
• Its own website
• Online marketplaces
• Physical retail touchpoints
The brand has also begun expanding its international footprint, signaling ambitions that extend well beyond the Indian market—without diluting its core identity.
What sets Gully Labs apart is not manufactured hype, but consistency across product quality, storytelling, and design philosophy.
Why Gully Labs Matters
Gully Labs represents a broader shift in India’s startup and consumer-brand landscape. It shows that:
• Indian design can scale without compromise
• Cultural confidence can coexist with global ambition
• Strong brands are built through clarity, not noise
In a market often driven by trends, Gully Labs is building something more durable—a brand that knows where it comes from and where it wants to go.
Looking Ahead
With fresh capital, strategic backing, and heightened visibility post–Shark Tank, Gully Labs is positioned for its next phase of growth. The challenge ahead will be scaling operations while preserving the design integrity and cultural grounding that brought it this far.
If its journey so far is any indication, Gully Labs is not chasing the global stage—it’s preparing to arrive on its own terms.
Sourced: Business Standard, Indian Express
