Mr. Mayush Kukreja is the founder of Whitesoul.in. Mayush entered the industry early in life. With a vision to bring around a fresh and new perspective to the ecommerce industry, he started Whitesoul. He has aligned his vision and that of Whitesoul with the national and global standards of the e-commerce industry. A self-confessed ‘reluctant entrepreneur’ – he is known for spotting business opportunities not apparent to others in the industry.
Entrepreneurship can be a long and challenging journey for many people. The constant pressure of performing and learning to grow at a faster pace to prove yourself is hard to deal with. Factors like innovation, adapting to new technology, coming up with fresh and original ideas to make a place in the highly competitive market, is very important.
The entrepreneurial ecosystem in India has grown substantially in the last couple of years with startups now a crucial element of the government’s Start up India campaign. This makes the time now better than ever for local entrepreneurs, with the nation’s leadership facilitating innovation and originality in a big way.
Since the inception of
Whitesoul, it was observed that starting and growing a company is hard, and running one is harder. Doing this day in and day out can be exasperating. Sometimes it is even felt like the path is not leading us anywhere. But amidst these thoughts lies a determination to achieve all that we desire and envision as a team, for our brand.
Being a fashion enthusiast and keen observer of the ever evolving trends; the idea of introducing a brand that is a one stop fashion destination for elegant and stylish buyers struck. Moreover the fact that no Indian brand entirely focuses on sneakers, boosted our confidence a lot more. In addition, working with renowned designers like Shantanu & Nikhil and Rohit Bal helped me understand their point of view on this initiative and also gave me the push to accumulate funds and start my own label called WhiteSoul. I continue to work with these spectacular designers and seek expert advice and suggestions from them constantly.
Speaking about our brand USP, the startup uses the finest leather and the most premium fittings to achieve the desired results in our range of products. Unusual yet classic designs in 100% premium leather combined with rubber soles for our footwear range have always been the source of signature Whitesoul creativity. Compared to other brands in the same segment, we are highly committed towards providing the best to our customers and ensure they become loyal towards our brand. Hence, we use genuine products including the leather being 100% premium. Our designs are inspired by fashionable yet elegant style and whichever product the customer decides on will surely be an exceptional piece of art.
As per a research done by ICRA, India’s annual domestic footwear consumption remained same at 2.2 billion pair in 2015 as in 2014 as well as in 2013.The sales growth moderated for Indian companies during 2015 and 2016 due to weak consumer sentiment leading to subdued demand. We aim to contribute to the industry and overcome this moderation in growth by building brand loyalty and offering the best quality to our customers.
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space; this is basis a sectoral report by the India Brand Equity Foundation – IBEF.
Whitesoul plans to enter other segments in the shoe industry and contribute to all segments in terms of product offerings and quality as well.The journey to success is a multi-dimensional procedure. Once you get clear about what you really want to create, you enter the next phase of the entrepreneurial voyage of self-discovery: recognizing the behavior, traits, and beliefs that stand amid you and your success. Most new entrepreneurs have no idea what will eventually hold them back – but sooner or later, we all find out!
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Soumya is a young writer and journalist, with bachelors in Multimedia and Mass Communication. She is an alumini of the Asian College of Journalism, and finds politics and sustainability intriguing beats to work with.
