For true sneaker enthusiasts, every pair isn’t just footwear—it’s a symbol of identity, culture, and personal style. Owning sneakers is a journey, not just a purchase. It’s about curating a collection, uncovering rare finds, and feeling a deep connection to global sneaker culture.
In countries like US or UK, the sneaker culture is well-established, but in India, enthusiasts have long faced various challenges. Problems like counterfeit products, limited availability of sought-after styles, and unreliable platforms have made building a solid sneaker collection difficult for many.
This is where Culture Circle steps in. Founded in 2023 by Devansh Jain Nawal (IIM Ahmedabad, Ex-Goldman Sachs) and Ackshay Jain (Ex-Google), Culture Circle was created to make luxury sneakers, streetwear, and fashion more accessible to Indian enthusiasts.
Culture Circle – Genesis Story
The idea for Culture Circle arose from personal frustrations and market gaps. As a sneaker lover, Devansh experienced firsthand the struggle of finding rare, authentic sneakers in India. Meanwhile, Ackshay recognized the lack of trustworthy platforms offering authentic luxury items at fair prices. Together, they envisioned Culture Circle as a reliable, tech-driven marketplace that bridges this gap for sneakerheads and fashion lovers alike.
Dubbed the “Trivago for Sneakers,” Culture Circle uses advanced technology to connect buyers with verified sellers, streamlining the process of finding luxury sneakers and streetwear at competitive prices.
Instead of hunting across multiple platforms, customers can explore a vast inventory of over 3.5 million products from more than 3,500 trusted sellers. Popular collections, including Air Jordans, Dunk Lows, and luxury brands like Fear of God and Essentials, are made readily available.
Trust is paramount in the luxury resale market, and Culture Circle stands out with its rigorous five-step authentication process. Each product undergoes thorough checks, including a detailed “legit check report,” guaranteeing that everything sold is 100% genuine. This meticulous approach has helped redefine trust and quality in India’s sneaker and streetwear industry.
In 3 months of its launch, the brand recorded a gross merchandise value (GMV) of $3 million. Even more impressive is the significant traction the platform has gained in just under a year. Culture Circle now boasts a network of over 1,240 verified sellers and over 100,000 active monthly users, solidifying its position as India’s #1 hype and luxury fashion platform.
The startup has been recognized in Outlook India’s “Boom Time for Top 10 Indian Entrepreneurs” list, and also claimed its spot as a leading startup redefining the sneaker and luxury shopping experience in India.
The company reported revenue of INR 2.2 crore within its first three months of operations and projects reaching INR 50 crore by FY25. Sneakers account for 60% of the total revenue, while apparel contributes 30%, and accessories make up the remaining 10%.
By the end of 2024, Culture Circle became EBITDA profitable in just one year. Recently the platform secured a $2 million seed funding round. With this funding, the startup is now expanding internationally, entering 6 markets, including Qatar, UAE, and the UK.
The brand is set to feature in Shark Tank India Season 4.
