Footwear · Mumbai, India

Heel Your Sole

Quietly crafted for everyday luxury

Raising ₹8 Cr
₹6.5 Cr
ARR
100K+
Customers
60%
Gross Margin
₹4,500
AOV
What we do

HYS is a premium leather footwear brand from India, offering world-class design at an accessible price, with a focus on wellness-led construction, material integrity, and sustainability through durability.

The problem
India's $7Bn leather footwear market lacks a true premium leader. Despite being the world's second-largest leather footwear exporter, India has no globally recognized luxury leather footwear brand. The market is moving towards premium, design-led brands, but there is a gap in the premium segment.
Our solution
HYS is creating a modern premium expression that is aspirational, refined, and attainable for a new generation of buyers. By blending refined aesthetics with everyday comfort, HYS offers leather footwear that feels elevated yet effortless, aiming to own India's new premium leather whitespace.
01
Wellness-led construction
02
Material integrity
03
Sustainability through durability
Product

What we've built and what's next.

Today
200+ SKUs
Roadmap
Sneakers · Loafers · Formals
Market

A category big enough to build a company inside.

$7B $2B $50M
Obtainable
$50m
100% of TAM · 100.0% of SAM
5-year capture target.
Serviceable
$2Bn
29% of TAM
What we can realistically reach given product, geography and channels.
Total Addressable
$7Bn
100% of category
india · The whole category opportunity.
9% category CAGR
Target segments
  • 01
    Confident StylerFemale 26 · Wants stylish, versatile footwear
    ₹6–9L p.a
  • 02
    Loyal ExplorerMale 34 · Looks for consistency, quality
    ₹12L+ p.a
  • 03
    Function-FirstMale 29 · Seeks everyday comfort
    ₹4–6L p.a
  • 04
    Style GifterFemale 26 · Wants the gift to feel thoughtful
    ₹8–15L+ p.a
Geography
India
$7Bn
Why now

The market is moving — timing matters.

India's premium leather moment is now, with the market steadily moving toward premium, design-led brands. The growing PU awareness is driving a shift to genuine leather in the premium segment, and India's manufacturing infrastructure is reaching global scale, providing a rare window for homegrown brands.

  • 01
    30% YoY growth in leather footwear search volume
  • 02
    Growing PU awareness driving shift to genuine leather in premium segment
  • 03
    150M+ Aspirational premium consumers
Traction

The numbers, said plainly.

ARR
₹6.5 Cr
↑ 30% YoY
Customers
100K+
YoY
30%
Gross Margin
60%
AOV
₹4,500
EBITDA
5%
Repeat Purchase Rate
20%
Total Pairs Sold
17000+
to date
Factory Sourcing Network
100+
International Customers
10%
Metro Customers
80%
Website Visitors
8K monthly
Revenue Share - Retail
56%
Revenue Share - Overseas
35%

Yet the $7Bn leather footwear market lacks a true premium leader.

Business model

How we make money.

D2C, Retail, Marketplace

Omnichannel distribution strategy with premium reach without brand dilution, leveraging D2C, Myntra, Nykaa, and retail channels.

Pricing
₹4,000 entry
₹10,000 premium
₹4,000 – ₹8,000 for New Age Premium, ₹10,000+ for Luxury Leather
Unit economics

What it costs to make a dollar.

₹4,500
AOV
60%
Gross margin
Distribution

How we reach the customer.

Channel split
56%
35%
21%
Retail 56%
Overseas 35%
Website delivers ~2x CM1 vs other channels
Competition

Where we sit.

Positioning
Us Competitors
High · Depth of capability
Low
Low
Customer outcome · High
Us · Heel Your Sole
Bata
MOCHI
LIBERTY
ecco
ALDO
Heel Your Sole
Our edge

Wellness-led construction

Material integrity Sustainability through durability
Bata

Mass Market PU

MOCHI

New Age Premium

LIBERTY

Luxury Leather

ecco

New Age Premium

ALDO

Luxury Leather

Defensibility

What protects this advantage.

Moats
Wellness-led construction · Material integrity · Sustainability through durability
Operational
In-house design engine · Omnichannel distribution strategy · End-to-end supply chain cycle
Differentiators
  • 01
    Reframe: Quiet luxury, priced for everyday adoption
  • 02
    Reframe: Modern minimalism, finished with handmade detail
Partners

Who we work with.

LAKME FASHION WEEK
Strategic Partnership
MICAM
Strategic Partnership
Emily in Paris X HYS
Strategic Partnership
Customers

Real businesses, paying us.

"I absolutely loved the colour and finish of these shoes — they look even better in person."
Aditya
"One of the most comfortable, good looking pair of footwear I possess. Go for them guys."
Madhu Kedia
"Excellent shoe. Shoe has a very premium look, right from the material to the stitches to the finish and quality."
Adil Khan
Team

Built by people who've shipped this before.

Vipul Bhagat
Vipul Bhagat
CEO & Founder

25+ years in footwear, deep expertise across retail, wholesale, and global supply chain. Built Dlords into a company serving 100+ brands across 25+ countries.

Dlords
LinkedIn
Huda Siddiqui
Huda Siddiqui
Co-Founder

8+ years of footwear design experience, FDDI graduate. Designed for Trent, Dlords, and leading global fashion brands.

TrentDlords
LinkedIn
Advisors
Ahtesham Siddiqui
Specialist in retail operations, HR transformation, and format launches.
LandmarkRelianceWoolworths
Financials

Historicals and the path forward.

FORECAST → FY26 70,00,00,000 FY27 FY28 FY29 120,00,00,000
Historical Forecast
YearRevenueEBITDAMargin
FY26 70,00,00,000 24 FORECAST
FY27 80,00,00,000 44 FORECAST
FY28 100,00,00,000 24 FORECAST
FY29 120,00,00,000 43 FORECAST
In their own words
“
HYS is creating a modern premium expression that is aspirational, refined, and attainable for a new generation of buyers.
SOLUTION
“
HYS blends refined aesthetics with everyday comfort, offering leather footwear that feels elevated yet effortless.
PRODUCT
“
Indian leather footwear market to grow ~9% by 2030.
MARKET
The ask

What we're raising — and what it builds.

Raising

₹8 Cr

Use of funds
Marketing
30%
Retail Expansion₹8 Cr
50%
Working Capital
5%
Talent & Leadership
—
Visit the site → Get in touch
Watch

A short walkthrough.

The pitch

Read it the way they pitched it.

Heel Your Sole
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