Gully Labs

What Gully Labs does

Gully Labs is an Indian direct-to-consumer sneaker and streetwear design house founded in 2023 by Arjun Singh (formerly of JP Morgan Australia) and Animesh Mishra (formerly of Bain). The company produces hand-lasted sneakers, slides, chappals, and apparel that blend traditional Indian craftsmanship techniques, including Kantha embroidery, Phulkari work, Kolhapuri-inspired toe-ring braids, ghunghru chain detailing, and aged crackle leather construction, with contemporary sneaker silhouettes. Manufacturing is conducted in-house at a 10,000 sq. ft. Noida Sector-4 facility staffed by 50+ karigars (artisans), scaled from an initial 1,000 sq. ft. Sector-10 workshop established in April 2024.

The product portfolio spans the Gully Number 001-005 footwear lines, themed sub-collections (Baaz, DVAITA, Kulfi, Karwaan), the Gully 17 apparel line of vintage Indian sportswear-inspired jerseys and trousers, and accessories including branded socks. Pricing ranges from Rs 3,000-8,990 domestically and $96-$205 internationally, with limited-edition collaborations (Royal Enfield, RAGA, PRXKHXR, Nivia, CMF/Nothing, Royal Challengers Bengaluru) commanding premium pricing up to Rs 8,990. The brand sells primarily through owned e-commerce storefronts (gullylabs.com for India, global.gullylabs.com for international) with payments integrated across UPI, Apple Pay, Google Pay, cards, and COD, supplemented by an owned flagship store in Delhi's Panchsheel Park and partner stores across four additional Indian cities, plus pop-up drops at branded venues such as Nothing Store Bengaluru.

The go-to-market model is community-driven, leveraging Instagram (@gullylabs.global), YouTube, editorial coverage in Vogue, GQ, Harper's Bazaar, and Elle India, Shark Tank India Season 5 visibility (where Aman Gupta invested Rs 1 crore at a Rs 175 crore valuation in January 2026), and sports/music partnerships to build cultural relevance. Revenue scaled from Rs 5-7 crore ARR at the Shark Tank pitch to Rs 30 crore annualized revenue by January 2026, with 60-65% gross margins, 15-22% repeat purchase rates, and a management target of Rs 100 crore by FY27. Capital base includes a Rs 8.7 crore seed round (Zeropearl VC, Stride Ventures, March 2025), a Rs 30 crore Series A led by Saama Capital (January 2026), and equity stakes from Aman Gupta (boAt) and cricketer KL Rahul.

Name

Gully Labs

Legal name

Gully Labs Innovations Private Limited

Website

https://gullylabs.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Gully Labs is an Indian D2C sneaker and streetwear brand that handcrafts premium footwear blending traditional Indian crafts (Kantha, Phulkari, Kolhapuri) with contemporary designs, serving Gen Z and millennial consumers across India, the US, and the UK.

Ownership category

akta.pro rank

Product category

Premium Sneakers & Streetwear

NAICS

Shoe Retailers (4582), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Casual & Lifestyle Footwear Retail (CRAAADAB)

Keywords

• Handcrafted sneakers
• Indian streetwear
• Premium footwear
• D2C apparel brand
• Cultural sneakers

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Sneaker Sales: Primary revenue from direct sales of handcrafted sneakers across multiple collections (Gully Number 001-005) through owned e-commerce and retail. Products priced at premium point ($96-$205 internationally, ₹3,000-₹8,990 domestically).
2. Slides & Chappals: Sales of Kolhapuri-inspired leather chappals and slides under Gully Number 004 and 005 collections, expanding the footwear portfolio beyond sneakers.
3. Apparel & Accessories: Revenue from apparel line including Gully 17 Jerseys, trousers, and accessories like socks. Jerseys priced at ₹2,490-₹2,990.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Gully Labs designs, hand-manufactures, and sells premium sneakers, slides, chappals, and apparel that blend Indian cultural motifs (Kantha embroidery, Phulkari work, Kolhapuri-inspired construction, rangoli perforations) with contemporary silhouettes. Products are produced in-house by 50+ karigars at a 10,000 sq. ft. Noida facility and distributed primarily through owned D2C e-commerce (gullylabs.com and global.gullylabs.com) and a growing offline retail network across Indian cities, with international shipping to the US and UK.

Product overview

Gully Labs is an Indian D2C sneaker and streetwear brand offering a portfolio of handcrafted footwear products centered around the Gully Number series (001-005), spanning sneakers, slides, and chappals. The core product lines include Gully Number 001 (flagship sneaker), Gully Number 002 (vintage trainers), Gully Number 003 (leather sandals), Gully Number 004 (Kolhapuri-inspired slides), and Gully Number 005 (lightweight slides). The brand extends into apparel through the Gully 17 Jersey and Trousers lines, and accessories including socks. The portfolio includes thematic sub-collections like Baaz (everyday wear), DVAITA (duality-inspired), Kulfi (summer-inspired), and Karwaan (community-focused), alongside limited Special Edition collaborations with Royal Enfield, RAGA, Nivia, and PRXKHXR. All products are handcrafted in India by skilled artisans.

Differentiator

Problem solved

Functional benefit

Brands

• Gully Number 001: Core sneaker silhouette, available in multiple colorways including Baaz, Kulfi, DVAITA, and special editions
• Gully Number 002
• Gully Number 003
• Gully Number 004
• Gully Number 005
• Gully 17
• Baaz
• Kulfi
• DVAITA
• Karwaan

Products and services

• Gully Number 001 Sneakers Flagship handcrafted sneaker silhouette of Gully Labs featuring premium suede and leather materials with cultural details such as Kantha embroidery and rangoli-inspired perforations, available in multiple colorways, designed for everyday wear with cushioned insoles and genuine rubber outsoles.
• Gully Number 002 Vintage Trainers (Hockey Collection) Vintage-inspired trainer collection inspired by retro Indian sportswear and hockey culture, combining nostalgic aesthetics with modern comfort features.
• Gully Number 003 Shaahi Collection Timeless-style leather sandals and chappals incorporating traditional Indian craft elements with premium materials for sophisticated everyday footwear.
• Gully Number 004 Kolhapuri-Inspired Chappals & Slides Kolhapuri-inspired leather slides and chappals featuring traditional craftsmanship, toe-ring braid details, full-grain leather with Napa leather footbeds.
• Gully Number 005 Sneakers/Slides Newest sneaker/slide silhouette featuring lightweight construction with PU-padded insoles and genuine rubber outsoles, positioned as a comfortable everyday option with modern styling.
• Gully 17 Jerseys Vintage Indian sportswear-inspired jerseys available in crew neck and polo neck styles featuring Phulkari embroidery, gradient stripe designs inspired by 1960s Indian track aesthetics, and retro radio signal prints, made from 100% polyester with relaxed athletic fit.
• Gully 17 Trousers Straight-fit everyday trousers with Phulkari embroidery details designed to pair naturally with Gully 17 Jerseys, featuring vintage Indian sportswear aesthetics.
• Gully Labs Socks Premium socks featuring Indian-inspired color names like Kumkum Red, Chhatai Yellow, and Asmani Blue, crafted with quality materials to complement the sneaker collection.
• Gully Labs x RAGA Aandhi Kobicha Canvas Sneaker Canvas sneaker collaboration with RAGA artist featuring jute-based construction, tongue embroidery symbolizing 'Arhat' enlightenment, East Delhi references on the back tab, and 'Muh se Nikle Aandhi' lyrics printed on the insock.
• Gully Labs x Nivia Sportswear Collection Sportswear collaboration with Nivia featuring jersey-inspired sneakers and football/sports aesthetic elements.
• Gully Labs x PRXKHXR Baaz Indrani Edition High-fashion canvas sneaker co-crafted with artist PRXKHXR inspired by Indian classical dance, featuring detachable antique gold ghunghru (anklet bells) chain, frayed cotton canvas upper, and embroidery referencing ornate ghunghru anklet patterns.
• Gully Labs x CMF Xoloni Orange Sneaker Limited-edition sneaker co-created with CMF (Nothing's sub-brand) through a nationwide design challenge, with the winning design by Dhreetimaan Sarmah from Assam selected for limited production, bundled with a complimentary signed Royal Challengers Bengaluru jersey.

Quantifiable outcome

• 15-22% repeat purchase rates across six-month cohorts
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature8 records

Partnerships

Six partnerships are on record, tiered flagship.

• CMF (Nothing's Budget Brand)flagshipStrategic or Co-development Partner · 25 May 2026Co-created Xoloni Orange sneaker through nationwide design challenge with over 1,000 entries. Winning design by Dhreetimaan Sarmah from Assam selected for limited production drop scheduled for May 30, 2026 at Nothing Store Bengaluru.
• Royal Challengers BengaluruflagshipGTM or Marketing Partner · 25 May 2026Nothing is title sponsor of Royal Challengers Bengaluru for 2026 T20 season. Xoloni Orange sneaker drop includes complimentary signed RCB jersey with every purchase, leveraging Nothing's sponsorship connection.
• PRXKHXR (Artist)flagshipStrategic or Co-development Partner · 1 June 2025Co-crafted Baaz Indrani Edition sneakers featuring ghunghru (anklet bells) chain design inspired by Indian classical dance. High-fashion canvas sneaker built for performance.
• RAGA (Artist)flagshipStrategic or Co-development Partner · 1 January 2025Co-designed Gully Number 001 X Raga - Aandhi Kobicha sneaker. RAGA is a New Delhi hip-hop artist who rose from underground scene. Sneaker features East Delhi references ('92 on back tab) and Muh se Nikle Aandhi lyrics on insole.
• Royal EnfieldflagshipStrategic or Co-development Partner · 1 January 2025Limited edition collaboration sneaker designs including Baaz WHITESABI TOKYO and other Royal Enfield Hunter 350-inspired designs sold in flash sale.
• NiviaflagshipStrategic or Co-development Partner · 1 January 2025Sportswear collaboration creating jersey and footwear products. Gully Labs X Nivia collection includes Half Line Black, Tackle Blue, Copper Clay colorways. 'Where sport meets fashion' positioning.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Campus Activewear: Campus is India's largest sports and athleisure footwear brand by volume and listed on NSE. It is the closest mass-premium Indian sneaker peer to Gully Labs, competing for the same Gen Z / Millennial consumer in the ₹3,000–₹10,000 price band via D2C + retail.
• Asian Footwears: Asian Footwears is a Delhi-NCR headquartered Indian sneaker and casual footwear brand with strong omnichannel retail. It competes directly with Gully in men's premium casual sneakers at similar price points, making it a key domestic peer.
• Neeman's: Neeman's is an India-origin D2C premium footwear brand specializing in sustainable, comfort-oriented casual sneakers and slippers. It is a direct premium D2C peer to Gully, targeting a similar urban Indian consumer with a distinct value proposition (sustainability vs. cultural storytelling).
• Bacca Bucci: Bacca Bucci is an Indian sneaker and streetwear brand selling premium-styled footwear at accessible price points online. It is a direct DTC peer competing for India's fashion-conscious young male sneaker buyer.

Broad incumbents

• Bata India: Bata is India's largest footwear retail chain with nationwide presence across price tiers. As an established incumbent, it overlaps with Gully in casual and lifestyle footwear but operates a much broader portfolio at mass-market price points.
• Puma India: Puma is a global athletic and lifestyle footwear brand with strong India retail and athlete-led marketing. It competes with Gully in the premium sneaker category but at higher price points and broader scale.
• Skechers India: Skechers operates a large India retail footprint focused on comfort and casual lifestyle sneakers. It overlaps with Gully's everyday-wear positioning at similar premium price points, but as a global incumbent with deeper marketing budgets.
• Adidas India: Adidas is a global sportswear giant with active India collaborations involving Indian culture and athletes. It competes for the same premium urban Indian sneaker buyer and aggressively expands through limited drops and collabs similar to Gully's model.

Emerging players

• Bewakoof: Bewakoof is a homegrown Indian D2C casual apparel and streetwear brand targeting Gen Z with culturally-rooted designs. It is comparable to Gully's apparel (Gully 17) line and similar youth-focused streetwear positioning.
• Huemn: Huemn is an Indian independent fashion and streetwear label with a design-led, culturally expressive aesthetic and limited drops. It shares Gully's premium DTC positioning, collaboration-driven model, and design-forward storytelling for urban Indian consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gullylabs
• YouTubeyoutube.com/@gullylabs
• Facebookfacebook.com/gullylabs
• Instagraminstagram.com/gullylabs.global
• LinkedInlinkedin.com/company/gullylabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gully Labs