Mohali’s SHOEGR secures $100,000 funding from PedalStart

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Mohali-based shoe care startup SHOEGR has raised $100,000 in pre-seed funding from PedalStart, an early-stage startup accelerator. The company plans to use this capital to scale its product portfolio, expand market reach, and enhance consumer awareness. SHOEGR focuses on making shoe care an essential part of personal grooming and aims to strengthen its direct-to-consumer (D2C) presence by improving its e-commerce platform and forging new retail partnerships. The startup has already gained traction on platforms like Amazon, Flipkart, Myntra, and Ajio and expects to cross Rs 1 crore in monthly sales by FY 2025-26.

PedalStart believes in SHOEGR’s potential to revolutionize the footwear care industry and intends to provide further support in its growth journey. Co-founded by Saurabh Gupta, Anuj Sachdeva, and Ankit Roy, SHOEGR offers a range of cleaning, protection, and storage solutions for shoes. With increasing consumer interest in premium footwear maintenance, SHOEGR aims to establish itself as a leading name in India’s shoe care segment.

1. Introduction: SHOEGR’s Growth and Funding Success

SHOEGR, a Mohali-based shoe care startup, has secured $100,000 in pre-seed funding from startup accelerator PedalStart. The company has been making strides in the niche yet growing footwear care market, with a strong focus on high-quality cleaning, protection, and storage solutions. SHOEGR is working to position shoe care as an integral part of personal grooming, rather than an afterthought.

2. Business Model: How SHOEGR Operates

SHOEGR operates as a direct-to-consumer (D2C) brand while also leveraging multiple online marketplaces to ensure maximum reach. The company sells its products via its own website as well as through Amazon, Flipkart, Myntra, and Ajio. By focusing on quality, affordability, and convenience, SHOEGR is redefining how consumers care for their footwear.

3. Revenue Model: SHOEGR’s Financial Trajectory

SHOEGR generates revenue by selling its range of shoe care products directly to consumers through its e-commerce platform and third-party online marketplaces. The company reported Rs 50 lakh in monthly sales in October 2023 and projects to surpass Rs 1 crore in monthly sales by FY 2025-26.

4. Founders’ Background: The Brains Behind SHOEGR

The startup was co-founded by Saurabh Gupta, Anuj Sachdeva, and Ankit Roy. With backgrounds in business, consumer goods, and brand building, the founders identified a gap in the market for high-quality shoe care products. Their shared vision is to make shoe maintenance an everyday habit rather than an occasional activity.

5. SHOEGR’s Product Line: Innovations in Shoe Care

SHOEGR offers a comprehensive range of shoe care solutions, including:

1. Shoe Cleaning Kits – Designed for different materials like leather, suede, and canvas.
2. Shoe Protection Sprays – Water-resistant sprays to keep shoes clean longer.
3. Shoe Storage Solutions – Boxes and organizers for long-term shoe care.

6. The Growing Shoe Care Market: Industry Insights

The shoe care industry in India is still in its early stages but is gaining traction due to increased sneaker culture and awareness about footwear maintenance. With urban consumers investing more in premium footwear, brands like SHOEGR are well-positioned to capitalize on this trend.

7. SHOEGR’s Expansion Plans Post-Funding

With the recent funding, SHOEGR aims to:

1. Expand Product Offerings – Introduce new formulations and accessories for advanced shoe care.
2. Strengthen Market Presence – Enhance brand visibility and consumer outreach.
3. Enhance E-Commerce Experience – Improve UI/UX for a seamless shopping experience.
4. Form Strategic Partnerships – Collaborate with retail chains and sneaker resellers.

8. PedalStart’s Role in SHOEGR’s Growth

PedalStart, an early-stage startup accelerator, saw the potential in SHOEGR’s business model and invested in its growth. Chintan Kalla, Founding Partner at PedalStart, expressed confidence in SHOEGR’s ability to redefine shoe care in India and emphasized their commitment to supporting the startup’s expansion efforts.

9. Learning for Startups and Entrepreneurs

1. Identifying Market Gaps: SHOEGR successfully tapped into an underserved market by addressing the need for quality shoe care products.
2. D2C and E-Commerce Synergy: A strong online presence on multiple platforms has enabled SHOEGR to reach a wide consumer base.
3. Brand Positioning: By integrating shoe care with personal grooming, SHOEGR has established a unique brand identity.
4. Strategic Funding Utilization: The startup’s plan to allocate funds towards expansion and innovation ensures long-term growth.
5. Consumer-Centric Approach: A focus on quality and affordability has helped SHOEGR gain traction in a competitive market.

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