Sneakers thrive on exclusivity, but Flipkart wants to democratise the drop

Flipkart could not have asked for a better shoutout when Samay Raina, while shooting a recent episode of India’s Got Latent , ordered a pair of Nike Air Jordans from its quick-commerce platform, Flipkart Minutes, and gifted them to guest judge Varun Dhawan. The mass e-commerce brand had recently launched the Flipkart Sneaker Project, a bespoke destination on its app and website for these in-demand kicks. The move is interesting because many buyers prefer to pick up a pair from niche websites such as VegNonVeg and Crepdog Crew or from resellers, rather than mass players. It fits into the culture built around these shoes: selective drops, functionality swapped for aspiration and identity, and a penchant for authentic expression over everyday, mass-produced wear. And yet, the culture around sneakers is changing. Once associated with college students and weekend wear, and with their origins in athletics, sneakers have gone mainstream, paired with sarees and dresses, worn with formals and even three-piece suits. Yet they still manage to conjure a certain mystique, prompting questions like, “Where did she get this pair?” and “I didn’t know this design had dropped.” The numbers reflect that shift. The Indian sneaker market was valued at $3.98 billion in 2025 and is projected to reach $6.53 billion by 2034, according to market research firm IMARC. Major brands include Nike, Adidas, Puma, New Balance, ASICS and Comet. “We are the biggest footwear retailer in the country,” claims Kapil Thirani, the business unit head for Flipkart’s marketplace and Shopsy. However, the brand understands that such a crown will not, by itself, lure sneakerheads, or potential ones, to Flipkart Sneaker Project. Kapil Thirani “There are various kinds of aspirations people have with sneakers; a standard cataloguing search method might not be the most optimal way to reach them,” he explains. Instead, the new offering gets its own space within the fashion category on the Flipkart app and website. Click on it, and you will see exclusive drops from ASICS, new launches, and brands such as Nike, New Balance, Adidas, and Puma. “We work directly with the brands that are the sole authorised sellers of these sneakers. They maintain the highest standards of trust and authenticity, and we hold them to that.” “We are very confident of making sure we give the customer what they want... everyday sneakers and even rare and limited drops as well,” says Thirani. Discovery is not restricted to the fashion catalogue. The e-commerce giant also uses Flipkart Video to put sneakers in front of customers through influencer content, with videos carrying a direct link to the sneakers being featured. It is easy to assume sneakers are an urban phenomenon, but that is not the case. “More than 75% of our sneakers and premium ones are delivered to Tier II areas,” reveals Thirani. He points to India’s Northeast as “a huge sneaker market”. But, like all things hot and in-demand, a parallel market of duplicates can emerge in record time. Sneakers are no different, which is why most sneakerheads are wary of where they buy their kicks. These shoes do not come cheap, with starting prices often crossing Rs 5,000, making authenticity an important consideration. Robert Downey Jr. (credit: Just Jared) Thirani is no stranger to such customer apprehension. “We work directly with the brands that are the sole authorised sellers of these sneakers. They maintain the highest standards of trust and authenticity, and we hold them to that,” he says. This does not mean Flipkart will stop working with resellers. These sellers buy brand-new pairs of sneakers and then sell them for a profit, with the boxes remaining unopened. But that is not a priority for Flipkart in the near future. “We are not focusing on the reseller market as of now. We want to make sure we build the right interest from the right, authentic suppliers.” Thirani’s focus over the coming year is to have “more and more people come to the Flipkart Sneaker Project. We want consumer love.” If it means using the creative route more often “compared to what we have done for other things”, then it will be done. Expect a “huge” amount of partnerships, drops, collaborations, and content. Sneakers were niche; now they’re not. Seeing Robert Downey Jr wear a pair with a suit at Comic-Con is aspirational; seeing the same pair on the Flipkart Sneaker Project at the right price may be what helps Flipkart score the points it needs to win in this market. Cover image: Photo by Paul Lichtblau on Unsplash