Whalesbook
International Ambitions
The brand's sales strategy aims for significant contributions from exclusive outlets and online channels, signaling a deliberate move towards an omnichannel retail model. Founders believe Indian products will be well-received in countries with significant Indian diaspora populations. Inquiries from West Asia are already coming in, offering a clear starting point for international expansion.
Omnichannel Strategy
State of Joy currently retails across more than 800 multi-brand outlets and is present in over 3,000 stores nationally, with offline channels accounting for over 50 per cent of sales. The company is in talks to open its own standalone stores, targeting a sales mix of approximately 30 per cent from exclusive brand outlets and around 20 per cent online.
Pricing and Positioning
The brand is positioned in the premium segment, between mass-market domestic labels and high-end international brands. The founders stress a focus on quality and design specifically for the Indian consumer, differentiating State of Joy from global brands that may offer lower-priced, adapted items.
Founder Vision and Future Growth
State of Joy was co-founded by shoe technologist Pullela Gopalakrishna Bachi and footwear veteran Dasari Raju Ramesh. It marks a pivot from decades of manufacturing for other brands to building its own. Bachi, a certified shoe engineer, and Ramesh, who has over 30 years of industry experience, believe India's footwear market is largely untapped. The company also includes 'Anatom,' a sub-category focused on comfort for older consumers, and is exploring other future product lines beyond footwear.