India, the world's second-largest buyer and producer of footwear, is expected to grow eightfold by 2030. From $10.6 billion in 2019, India's footwear market is expected to grow to $15.5 billion by 2022. India is the world's second-largest footwear producer, the second-largest exporter of leather garments, and the fifth-largest exporter of leather items. This portrays India to the rest of the globe as a country rich in potential in the footwear industry. 

India's footwear industry employs 2 million people, making it one of the country's most populous industries. According to research produced by the Department for the Promotion of Industry and Internal Trade (DPIIT), every Rs 1 crore invested in the sector can generate 250 employments. Furthermore, the sector may generate 425 employments in manufacturing, affiliated industries, and retail for every 1,000 pairs manufactured and sold in India per day.

For a variety of reasons, the footwear business has room for expansion. Due to the leather and footwear industry's permissive investment policies, the sector is seeing exponential expansion. For the footwear sector, the government has approved 100 percent foreign direct investment (FDI) under the automatic route. The sector has also been de-licensed and de-reserved. The footwear industry's prospects have improved as a result of advances in technology, innovation, and machinery, as well as the availability of people, the expansion of e-commerce, and changing buyer habits. Make-in-India, Self-reliant India, and Start-up India initiatives have paved the way for expansion and progress.

 (Image: https://timesofindia.indiatimes.com/)

Pastels & Pop is a Bengaluru-based brand that produces authentic juttis, mojaris khussas, and Indo-western clothing. It is the brainchild of three siblings: Aarti Chhabra, Akanksha Chhabra, and Neha Chhabra. The idea of Pastels & Pop unfolded during the wedding of Neha, one of the siblings. Completing errands and running around in heels was a tedious job for the trio, hence they decided to get custom-made juttis that matched their outfits for the wedding from a jutti-maker-turned-construction worker. The juttis stole the show and took everyone by surprise, the crowd was in awe of the juttis and bombarded the trio with questions and requests. This marked the beginning of Pastels & Pop and its journey of success. 

 (Image: https://www.chennaiinsider.com/)

After the overwhelming response, Akanksha and Aarti asked the construction worker to quit his job and start making juttis for them, he gladly agreed and manufactured 10 pieces for the siblings. They later uploaded them on Facebook and started receiving orders instantly. Eventually, to meet the surging demand, the trio decided to employ more craftsmen and expand their business to every part of the world. As of today, they employ over 32 embroidery artists in Bengaluru and 42 craftsmen in Punjab, 

Pastels & Pop produces Juttis that tackle the age-old problems associated with juttis: On flat surfaces, the user would tend to skid, and the juttis would normally be overly tight. The trio mostly uses leather on the outsides and faux leather on the insides of juttis to provide the users a high level of comfort and practicality. The trio has their field of expertise, Neha is in charge of the digital side of things, Aarti, the youngest, is in charge of the designs, and Akanksha is in charge of the business and artisans. 

What led to the growth of Pastels & Pop: 

Pastels & Pop focuses on withholding the sense of authenticity in the juttis by employing craftsmen who have been practicing the art for decades or through generations. The juttis preserve the essence of a traditional jutti by taking inspiration from Indian embroidery.

The love for Pastels & Pop is not restricted just to the common man, several celebrities have a P&P jutti in their closets and they are often seen wearing it. This influences the customers and assures them of the great quality.

 (Image: https://pastelsandpop.com/)

Pastels & Pop juttis have been featured in various magazines such as Grazia, Femina, Vogue. Being featured on the cover page of such magazines creates a huge demand and recognition for the brand across the globe.

A portion of Pastel & Pop buyers are from countries like the USA, UK, Australia, etc. Pastels & Pop has a wide availability where they claim to deliver to all corners of the world. People interested in Indian apparel and footwear often find their way to Pastels & Pop.

 (Image: https://www.chennaiinsider.com/)

Juttis and Mojaris were considered a dying trend, but Pastels & Pop brought it back to life, and in a way that everyone wants a piece of the cake. Any product has its share of flaws and drawbacks, a workaround for them can be evolved and presented to the customers. Pastels & Pop took the drawbacks of juttis and provided a convenient solution for them. 

A small project that started as a fun activity between the sisters has today evolved into a brand that amasses audiences from all around the world and ropes in a huge number of sales. A startup isn’t that far-fetched as some people assume it to be, sometimes it’s right in front of you, all you have to do is recognize the opportunity and give it all you’ve got.

 (Image: https://www.chennaiinsider.com/)

Salient Learnings:

• Be a part of the process: When one actively participates in the manufacturing process of a product, they ensure that quality is maintained at every stage of the production process.

• Empower people: A startup is not just meant to produce profit, aim to empower the lives of your staff, the audience. Position your product as a game-changer, not just another name in the crowd.

• Efficient Team: Any business is only as good as the team behind it, it is crucial to select and employ people who share your vision and resonate with your working ideologies.