How The Souled Store created history making everyone go wow

The three young persons from the city of Mumbai showcased their love for Star Wars into a biz and set up a web platform for everything pop culture.

Today, The Souled Store is a web brand selling eccentric pop culture merchandise.

The three co-founders– all 28-years-old - Vedang Patel, Rohin Samtaney, and Aditya Sharma were real buffs of such franchises themselves.


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Bootstrapped, with an early investment of around Rs 1.75 lakh, The Souled Store forayed into the zone where they had a small rivalry and earned income from their primary sale itself. Today they boasted of 5,00,000 clientele, and get over 1,000 orders on a daily basis.

A special chance to be explored

He remembered, “I have always been a fan of Star Wars and the like. Their merchandise was not easily available in India at the time. Even if it was, it was very expensive. I felt that I could easily do this in India. There are a lot of fans in India, so there’s a definite market.”

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When The Souled Store began during June 2013, it was a disjointed market zone for odd stuff.

Vedang was not ready to be only one more vendor of clothing as well as accessories with a few identical relations to a pop backdrop.

“If you are passionate about the genre, you can come up with the best design ideas too. I knew we can do it cheaper and better – so why not give it a shot? It was about celebrating fandom, about what the customer wants, paying attention to quality and marketing our designs strongly,” he stated.

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Vedang said that The Souled Store had grand brand acknowledgment since its commencement.

“If we were a marketplace, we could not have had this unique identity of exclusive designs that sets us apart,” he said.

Vedang clarified how they turned it right.

“We ensured that everything we do made sense in terms of profitability. From day one, there was no cash burn like our competitors for customer acquisition. In quirky fashion, competitors put the same artwork on every T-shirt; it may not even be good. But attention to detail was our USP. We did redesigning for everything and got copyright contracts.”

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The form boasts of a squad of 75, which consists of 18 designers - the majority of them have completed their grad from NID and NIFT. The Souled Store provides over 20 designs for each group.

“We never raised VC funding; this was about the business right. We started from a small room in 2013, and I have done everything from sweeping the floor to going to the manufacturer, sourcing and packing. All three partners were a part of everything. It helped us get everything correct - from quality to timeline,” Vedang added.

by Vijay Singh | Mon, Jun 04 - 04:01 PM

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