India Retailer — The Sock Street plans offline entry in FY26, global expansion to APAC, Germany & Middle East

Bengaluru: In India, socks have long been an afterthought purchase at hypermarkets, items casually picked up at checkout counters without much consideration. That changed when Gen Z entered the fashion scene. With a growing focus on prints and patterns, socks have now earned a prime place in Indian wardrobes.

Young D2C brand The Sock Street was born from this opportunity. Founded by Shobhit Gaur and Udit Mayor in 2023, the company sold around 120 lakh pairs in just one year.

Placing emphasis on functionality, comfort, and technology, the brand produces socks that feature N9 Anti-Bacterial Treatment, seamless finishing with double-cylinder machines, and sustainable bamboo for 3X comfort compared to competitors.

The Beginning

The idea for The Sock Street was sparked during a casual conversation between the co-founders, who lived in the same society, while on holiday. They realized how socks were often treated as boring accessories, worn everywhere from airports to parties, rarely replaced, and frequently smelly.

Mayor, who had already spent five years manufacturing and exporting socks, knew the industry inside out. Together, the duo decided to launch a D2C socks brand. After months of research and planning, The Sock Street was officially launched in September 2023.

“What sets us apart from other brands in this space is our use of technology, our consumer-first approach, and the way we position the brand to make a strong statement,” said Saurabh Srivastava, CBO of The Sock Street, in an exclusive interaction with India Retailing.

The company’s initial investment including products, machinery, and related expenses was approximately Rs 45 lakhs.

The online-first brand began with its own D2C website and soon expanded across marketplaces such as Amazon, Myntra, Flipkart, and Ajio. It also ventured into quick commerce through Blinkit and is preparing to launch on Zepto in the near future.

The brand’s strongest markets in India are NCR, followed by Bengaluru, Telangana, and Mumbai.

What’s on Offer

Currently, The Sock Street offers around 223 SKUs catering to both men and women. The assortment includes three lengths: no-show (invisible), ankle, and full-length socks. Each style is available in two primary fabric options: 100% combed cotton and bamboo.

The portfolio spans formal, casual, and sportswear categories. In the upcoming quarter, the company plans to introduce 18 additional SKUs.

Targeting consumers aged 25–50, the brand tailors its products to different life stages.

For younger audiences - gym-goers, athletes, and fitness enthusiasts - the focus is on innovation. These socks are engineered to keep feet dry and sweat-free during workouts, runs, or any form of exercise, ensuring maximum comfort and performance.

As consumers move into their 30s and beyond, the focus shifts to sophisticated functionality. Offerings include socks that can be worn for up to seven days without odor and styles that complement both office and casual wear.

“Unlike many brands that emphasize trendy designs, we prioritize core functionality, ensuring that each product solves a real consumer need while maintaining versatility across occasions,” said Srivastava.

The Roadblocks

Indians are still adapting to the idea of premium socks, with limited awareness about choosing the right socks for different shoes, skin types, or purposes.

“Low-cost Chinese imports dominate the category, making it difficult to convince consumers why premium socks made with innovations such as bamboo fabric are worth Rs 250 compared to Rs 10 per pair,” said Srivastava.

To tackle this, the brand is driving awareness through influencer partnerships, performance marketing, and video-led campaigns. It currently spends around Rs 50 lakh per month on marketing, with approximately 40% dedicated to brand-building and consumer education.

“While this may seem to affect immediate ROAS (return on ad spend), we see it as a long-term investment that will establish the brand and drive future sales,” Srivastava added..

He also pointed out that the new US tariff will impact the industry.

“On average, cotton weaving and knitting account for about 60% of COGS (cost of goods sold), translating to roughly an additional $1.5 for us. The challenge is pricing products above this benchmark, especially when most products in the US market are sourced from China at significantly lower costs. This creates a highly competitive environment,” he said.

Another hurdle is the production of the bamboo product range. “While cotton yarn can be sourced easily, procuring bamboo yarn can take 90 to 120 days,” Srivastava noted.

To overcome this, the company now pre-orders yarns up to five months in advance and holds inventory directly, ensuring a steady supply for manufacturing partners.

The Road Ahead

While e-commerce remains the primary growth driver, the brand is now eyeing offline expansion. Its retail foray is expected to begin in the first quarter of the next financial year.

“Our vision is to introduce India’s first sock vending machines, strategically placed at airports where travelers often forget to pack essentials and at malls, where customers can conveniently purchase socks on the go. These vending machines, alongside traditional outlets, will be part of our offline strategy,” said Srivastava.

“The rollout will be phased, starting with a pilot of 5–8 stores in Delhi NCR. Bengaluru, our second-largest market, will follow, with Mumbai next in line,” he added.

The initial focus will remain on tier-1 cities, which currently contribute nearly 80% of sales.

At first, the company will prioritize stores in malls, aligning with consumer behavior and visibility.

“Malls provide ready footfall from shoppers and casual visitors, along with organized infrastructure and operational ease. This mix of visibility, convenience, and customer diversity makes them the ideal environment to pilot our offline retail presence,” Srivastava explained.

In FY25, the brand recorded sales of approximately Rs 1.8 crore, selling around 120 lakh pairs. For FY26, the target is to grow revenue to about Rs 6 crore, translating to roughly 25,000–30,000 pairs sold per month.

Going Global

Internationally, The Sock Street is already present on Amazon in the US and UK, with plans to expand into Germany, other APAC regions, and the Middle East.

“The US is the largest socks market, valued at approximately $2 billion. In comparison, the Indian market is about Rs 5,000 crore (approximately $460 million), followed closely by the UK market of a similar size,” said Srivastava.

While marketplaces will remain the main focus for global markets, the brand is also planning a complete revamp of its own web ecosystem. This upgraded platform will be replicated across all markets.

“By the end of the current quarter, we expect to launch its own website in the US and UK, enabling direct order fulfillment in these regions,” he added.