Redefining Indian sneaker culture through comfort, community and conscious design.
State of Joy is building far more than a footwear brand. Rooted in anatomically informed design and an authentic Indian identity, the brand is creating a community where comfort meets culture, and sneakers become a medium for creativity, kindness and self-expression. With a rapidly expanding retail footprint and a philosophy centred on purposeful living, State of Joy is shaping a new chapter in India’s lifestyle footwear landscape.
In conversation with the founders of State of Joy, Dipika Chopra explores the vision behind a brand that’s challenging convention, championing natural movement and creating a cultural movement where footwear is only the beginning.
State of Joy positions itself as much more than a sneaker brand. What inspired the idea of creating a movement around joy, culture and community rather than focusing solely on footwear?
State of Joy was created with the belief that footwear is more than just something you wear, t’s a reflection of your mindset, lifestyle and individuality. From the very beginning, we wanted to build a brand that inspires optimism, confidence and self-expression rather than simply selling sneakers. The idea of “State of Joy” came from the belief that joy is a way of living. Whether it’s through movement, creativity, travel, sport or everyday experiences, we wanted our products to become part of those moments. Our footwear is designed to support people through every step of their journey while encouraging them to embrace life with positivity. Building a community around the brand was a natural extension of this vision. We want to create meaningful connections, celebrate various cultures and bring people together through shared values and experiences. Footwear is our foundation, but our larger purpose is to create a movement that inspires people to live actively, authentically and with joy every day.
“From day one, we never wanted State of Joy to be known only for the shoes we make. We wanted people to connect with the values behind the brand. Comfort, honesty and individuality are things everyone relates to, and those values guide every decision we take, from product design to the way we communicate.” Bachi Pulella, Co-founder
The brand speaks strongly about not mimicking the West and embracing India’s own identity. How does this philosophy influence your product design and brand communication?
At State of Joy, we believe that India doesn’t need to imitate global trends to create world-class products. India has its own rich culture, diverse landscapes, vibrant colours and unique way of life, all of which are powerful sources of inspiration.This philosophy influences both our product design and our brand communication. We create footwear for the way Indians actually live, whether it’s navigating busy cities, travelling, staying active or balancing work and leisure. Comfort, versatility, and functionality are at the core of every design, while our aesthetics draw inspiration from India’s energy, optimism and contemporary lifestyle rather than simply following international trends. Our communication reflects the same mindset. We celebrate Indian stories and everyday moments that people here can genuinely relate to. Instead of trying to replicate a Western narrative, we aim to build a brand with an authentic Indian voice that resonates both at home and eventually on a global stage.
What does the term “Joy Subculture” mean to you and how do you see it evolving in the coming years?
To us, Joy Subculture represents a community of people who choose optimism, creativity, movement and authenticity as a way of life. It’s not defined by age, profession or background. It’s a mindset. Whether you’re an athlete, a creator, an entrepreneur or someone simply chasing your passions, you are part of the Joy Subculture if you believe in living with purpose and positivity. We see footwear as a catalyst that brings this community together, but the movement extends far beyond the product itself. It’s about celebrating individuality, encouraging self-expression, and creating meaningful connections through culture, design, sport, music, art and shared experiences.
State of Joy emphasizes anatomically correct footwear and natural movement. What gap did you identify in the Indian sneaker market that led to this approach?
Indian consumers spend long hours on their feet and increasingly seek products that support everyday comfort and movement. The gap wasn’t just about cushioning, it was about allowing the foot to move the way it was naturally designed to. That’s what led us to focus on anatomically informed design and wide toe box sneakers and thus ANATOM. By giving the toes more room to spread naturally, the shoe supports better balance, comfort and a more relaxed walking experience. For us, this isn’t a niche performance feature; it’s a more human approach to footwear. We wanted to create shoes that feel good from the first step and remain comfortable throughout the day, while still looking modern and relevant.
“Building trust matters more than following short-term trends. The brands people remember are the ones that stay true to who they are,” he said. “For us, success isn’t about launching the most products or following every new trend. It’s about consistently creating footwear that people enjoy wearing and building a brand they feel connected to.” Dasari Raju Ramesh, Co-founder
How important is comfort in today’s sneaker market and do you believe Indian consumers are becoming more conscious of foot health?
Comfort has become a defining factor in today’s sneaker market. Consumers are no longer looking for footwear that simply looks good. They expect it to support their lifestyle and provide lasting comfort throughout the day. At the same time, Indian consumers are becoming more aware of the importance of foot health. They are paying closer attention to factors like fit, support and overall functionality, making more informed choices than ever before. We believe this shift reflects a broader move towards thoughtful product design, where comfort, performance, and style are equally important.
Can you walk us through the design and development process behind a State of Joy sneaker?
Our process mainly involves initial sketches, material selection to prototyping and wear testing. Every stage is carefully refined to ensure the right balance of comfort, durability and aesthetics. We pay close attention to every detail from fit and construction to finishes. So that each shoe that reached the customer delivers a premium experience while staying true to our philosophy of purposeful design.
One of the most intriguing aspects of the brand is the concept of “Generation Kind.” What inspired this idea, and what values does it represent?
Generation Kind was born from the belief that kindness is a mindset that has the power to shape culture. In a world that often celebrates speed and competition, we wanted to champion empathy and authenticity. For us, Generation Kind isn’t defined by age; it’s defined by attitude. It represents a generation of people who value conscious choices, meaningful connections and purposeful living. Through State of Joy, we hope to build a community that inspires positivity, inclusivity and self-expression, proving that what you stand for is just as important as what you wear.
How are you building a community around these values both online and offline?
Online, we share stories that inspire, celebrate real people and encourage conversations around our values rather than simply focusing on products. Offline, we create opportunities for people to connect through events, collaborations and shared experiences that reflect our philosophy. Our aim is to build a community where people feel seen, heard and connected—not just through what they wear, but through the values they choose to represent.
State of Joy has expanded rapidly from 800 multi-brand outlets to a presence in over 3,000 stores. What factors have driven this impressive growth?
Our growth has been driven by a combination of a clear product vision, strong distributor partnerships and a deep understanding of what today’s consumers are looking for. From the beginning, we’ve focused on creating products that deliver comfort, quality and contemporary design at an accessible price point.
More than half of your sales currently come from offline retail. Why does physical retail remain such a critical part of your strategy?
Footwear is a highly experiential category. While digital platforms are excellent for discovery and convenience, many consumers still prefer to try on a pair, experience the fit and comfort and make a confident purchase in person. Physical retail also allows us to connect with a much wider audience across India and build stronger relationships with both consumers and our retail partners. It provides valuable, real-time feedback that helps us continuously refine our products and better understand evolving customer preferences.
What have been the key learnings from working with multi-brand outlets across diverse Indian markets?
One of our biggest learnings has been that while consumer preferences vary across regions, the demand for quality, comfort and value is universal. We understand the market needs while maintaining a consistent brand identity.
What opportunities do you see in India’s evolving footwear retail landscape over the next five years?
India’s footwear market is entering an exciting phase, driven by rising consumer aspirations, growing awareness of quality and comfort, and the rapid expansion of organized retail and digital commerce. Consumers are becoming more discerning, seeking products that combine design, functionality and value. This creates a significant opportunity for brands that offer genuine innovation and build meaningful connections with their customers. We also see immense potential beyond the metro cities, as demand for premium and lifestyle footwear continues to grow across Tier 2 and Tier 3 markets.
State of Joy actively connects with music, art, books, coffee, and creative communities. Why is cultural engagement so important for the brand?
At State of Joy, we believe a brand should contribute to culture, not just participate in commerce. Music, art, books, coffee and creative spaces bring people together, spark conversations and encourage self-expression—values that are at the heart of our brand.Our engagement with these communities isn’t a marketing exercise; it’s a reflection of who we are. By supporting and collaborating with creators and cultural communities, we hope to build authentic connections and create experiences that go beyond footwear. Ultimately, we’re building a lifestyle brand—one that celebrates creativity, individuality and the joy of meaningful human connection.
How do you identify and support the “underdogs, originals, and joyfully badass” individuals that the brand champions?
We don’t define people by their popularity or reach—we’re drawn to those who have the courage to stay true to themselves and pursue their passion with authenticity. Whether they’re artists, musicians, entrepreneurs, athletes or creators, we’re inspired by individuals who challenge convention and create their own path.Supporting them goes beyond collaborations. We aim to provide a platform to share their stories, celebrate their work, and foster meaningful connections within our community. These are the people who embody the spirit of State of Joy—original, resilient and driven by purpose rather than trends. For us, “joyfully badass” isn’t about being loud; it’s about having the confidence to be unapologetically yourself and inspiring others to do the same.
What is your long-term vision for State of Joy, both as a footwear company and as a cultural movement?
Our vision is to build State of Joy into a respected Indian brand—one that is known not only for creating thoughtfully designed footwear, but also for inspiring a culture of kindness, creativity, and self-expression. As a footwear company, we will continue to innovate and create products that combine comfort, functionality and contemporary design. Beyond products, we want to build a community where people feel connected through shared values and meaningful experiences. Ultimately, we want State of Joy to stand for something bigger than footwear. If people associate the brand with authenticity, optimism and the confidence to be themselves, then we know we’ve created not just a successful business, but a lasting cultural movement.
If you had to define the future of Indian sneaker culture in one sentence, what would it be?
The future of Indian sneaker culture isn’t about following global trends, it’s about creating our own identity with confidence, purpose and originality.
One word that defines State of Joy
Authentic.A music genre that represents the Joy Subculture? – Indie. It embodies originality, creativity and the freedom to express your individuality, qualities that define the Joy Subculture.
Comfort or style
Both
