Arushi Kalsi on treading the community engagement path for Overdrive Shoes

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Arushi Kalsi, Founder, Overdrive Shoes, speaks about the vision behind founding Overdrive Shoes, the level of access to funding and investment for startups in India, government initiatives, marketing strategy, key macro and micro marketing trends, and more.

What was your vision behind founding Overdrive Shoes, and what challenges did you encounter during the initial phase?

The vision behind founding Overdrive Shoes was to create a dynamic footwear brand that caters to the diverse tastes of Agra’s community. We aimed to blend style, comfort, and affordability, making quality shoes accessible to everyone. Our strong online presence allows us to reach customers beyond our local area, offering a seamless shopping experience.

In the initial phase, we faced several challenges. Establishing our brand in a competitive market required effective differentiation and branding strategies. Building a user-friendly website and mastering digital marketing were essential but resource-intensive tasks. Sourcing high-quality materials and ensuring a reliable supply chain also presented hurdles, as timely delivery is crucial for customer satisfaction. Additionally, as a new brand, gaining customer trust was a priority; we focused on excellent service and active engagement on social media. Despite these challenges, our commitment to quality and community has fueled our growth and strengthened our connection with customers.

Could you discuss the level of access to funding and investment for startups in India, and how Overdrive Shoes navigated this aspect during its growth?

Access to funding and investment for established businesses in India has improved significantly, with a growing ecosystem of venture capital and private equity firms eager to support scalable brands. Overdrive Shoes, based in Agra, capitalized on this favorable environment as we sought to expand our footwear retail operations.

Initially, we leveraged a mix of personal investment and strategic partnerships to build our brand and establish a robust online presence. As we gained traction in the market, we attracted attention from investors interested in the potential of the footwear segment. This led us to secure funding from venture capitalists who recognized our growth trajectory and innovative approach. These investments enabled us to enhance our product offerings, streamline our supply chain, and amplify our marketing efforts. By effectively navigating the funding landscape, Overdrive Shoes has positioned itself as a competitive player in the footwear industry, ready for continued expansion.

What are the government initiatives that you have benefited from or your sector has benefited overall?

Overdrive Shoes has benefited from several government initiatives aimed at bolstering the retail sector and promoting entrepreneurship in India. Programs such as the Make in India campaign have encouraged local manufacturing, allowing us to source high-quality materials and support domestic suppliers. The Digital India initiative has also played a crucial role, providing resources and training for businesses to enhance their online presence, which has been vital for our e-commerce strategy.

Additionally, government schemes offering financial assistance and subsidies for small and medium enterprises (SMEs) have facilitated our growth, enabling us to invest in inventory and technology upgrades. The MSME Development Act has provided us with access to low-interest loans, further aiding our expansion efforts. Overall, these initiatives have created a supportive environment for retail businesses like Overdrive Shoes, helping us strengthen our market position while contributing to the local economy in Agra.

How does Overdrive approach marketing differently from other brands in the shoe industry? What strategies have been most effective for you?

Overdrive Shoes distinguishes its marketing approach by focusing on community engagement and a personalized customer experience. Unlike many brands in the shoe industry that prioritize mass advertising, we emphasize building genuine relationships with our customers in Agra and beyond. Our strategies include leveraging social media to create interactive content, encouraging customer feedback, and showcasing real-life testimonials, which foster trust and authenticity.

Additionally, we utilize targeted digital marketing campaigns that highlight our unique offerings and local craftsmanship. Collaborations with local influencers help us resonate with our audience and promote brand loyalty. Seasonal promotions and community events further strengthen our presence and engagement within the local market. The most effective strategy has been our commitment to storytelling – sharing the journey of our products and the people behind them. This approach not only enhances brand recognition, but also creates a sense of belonging among our customers, setting us apart in a competitive landscape.

As a startup, how did you initially attract customers and build brand awareness? Did you focus more on digital marketing or offline channels?

Initially, Overdrive Shoes attracted customers and built brand awareness through a balanced approach, leveraging both digital marketing and offline channels. Recognizing the growing importance of online presence, we prioritized digital marketing strategies, including targeted social media campaigns and search engine optimization to drive traffic to our website. Engaging content and visually appealing product showcases on platforms like Instagram and Facebook helped us connect with our audience and highlight our unique offerings.

Simultaneously, we didn’t overlook the value of offline marketing. Hosting local events and pop-up shops in Agra allowed us to engage directly with the community, creating a personal connection and gathering valuable feedback. Collaborations with local influencers and participation in community festivals further enhanced our visibility. This dual approach not only helped us establish a strong brand presence but also fostered trust and loyalty among customers, positioning Overdrive Shoes as a go-to destination for quality footwear in the region.

How important is content creation and social media marketing for Overdrive? What types of content resonate most with your audience?

Content creation and social media marketing are essential for Overdrive Shoes, particularly in establishing our semi-luxury brand identity. These platforms allow us to showcase our unique footwear offerings and connect with our audience in a meaningful way. Engaging visuals, including high-quality images and videos of our products, resonate deeply with our customers, highlighting the craftsmanship and style that set us apart.

Behind-the-scenes content that tells the story of our brand and the artisans involved in creating our shoes also fosters a strong emotional connection. Additionally, style guides and lookbooks featuring our products in various settings encourage customers to envision themselves wearing our shoes, enhancing their desire to purchase. Interactive posts, such as polls and user-generated content, further engage our audience, creating a community around our brand. By focusing on these types of content, Overdrive Shoes effectively strengthens brand loyalty and enhances our overall market presence.

What are some of the key macro and micro marketing trends you’re observing in the footwear industry, and how is Overdrive leveraging them?

In the footwear industry, key macro trends include the growing emphasis on sustainability and the shift toward online shopping. Consumers are increasingly seeking brands that prioritize eco-friendly materials and ethical production, and Overdrive Shoes is leveraging this trend by incorporating sustainable practices in our sourcing and manufacturing processes.

On a micro level, personalization and direct engagement are crucial. Customers now prefer tailored experiences, and we respond by creating personalized recommendations and interactive content on our website and social media.

Content that resonates most with our audience includes behind-the-scenes glimpses into our design process, showcasing the craftsmanship behind our semi-luxury footwear. Additionally, style inspiration posts and user-generated content featuring customers in our shoes foster a sense of community and encourage brand loyalty. By aligning with these trends and focusing on engaging content, Overdrive Shoes effectively positions itself as a contemporary and responsible choice for discerning consumers.

What advice would you like to give young entrepreneurs in your sector?

For young entrepreneurs in the footwear sector, my advice is to prioritize quality and authenticity in everything you do. In an increasingly competitive market, offering unique, well-crafted products can set you apart. Focus on building a strong brand identity that resonates with your target audience; storytelling is a powerful tool in connecting with consumers on an emotional level.

Embrace digital marketing and social media as vital components of your strategy. Use these platforms not only to showcase your products, but also to engage with customers, gather feedback, and create a community around your brand. Invest in visually appealing content that reflects your semi-luxury positioning, as this will attract discerning consumers.

Lastly, stay adaptable. The market is constantly evolving, so being open to feedback and willing to pivot your strategy is essential for long-term success. By combining passion with strategic insight, you can thrive in this dynamic industry.

What are your future goals for Overdrive? Are there any upcoming projects or innovations that you’re particularly excited about?

At Overdrive Shoes, our future goals revolve around expanding our footprint both locally and online, enhancing our brand’s presence in the semi-luxury footwear market. We aim to introduce a new line of eco-friendly shoes that combines style and sustainability, reflecting our commitment to responsible fashion. This initiative aligns with consumer demand for environmentally conscious products and will further differentiate us in the market.

We’re also excited about enhancing our online shopping experience through technological innovations, such as virtual try-ons and personalized shopping assistants, making it easier for customers to find their perfect fit. Additionally, we plan to launch exclusive limited-edition collections, leveraging social media to create buzz and foster a sense of urgency among our audience.

Overall, our focus is on maintaining quality while embracing innovation, ensuring that Overdrive Shoes remains a go-to destination for discerning customers seeking exceptional footwear.