In the highly competitive Indian footwear industry that is growing at an exponential rate, very few Indian brands have taken the challenge head-on like Elevar Sports. Rather than taking a low-cost low-quality approach, the young brand has leveraged the opportunity of the modern direct-to-consumer digital era and wowed thousands of customers with its ability to provide high-quality footwear at an affordable price.
Since its inception in 2018, Elevar has maintained a single-minded approach to creating innovative, stylish, and affordable products for the Indian millennial by intertwining cutting-edge design and performance-driven engineering.
Much like how OnePlus challenged Apple in the mobile phones category by offering similar product features at more affordable price points, Elevar similarly uses world-class materials that the likes of Adidas and Nike incorporate in their top-of-the-line flagship products. More specifically, the R&D team at Elevar Sports has designed their shoes with best in class sole cushioning and upper materials:
Elevar Sports Shoes: How Are They Different?
Ultra-Responsive Cushioning Technology: Their RYDEFOAM™ sole unit is made from ETPU, tiny thermoplastic foam pellets that give a soft pillow-like feel on your feet along with high energy return bounce.
Incredible Sock-Like Fit: The AEROKNIT™ upper is engineered by weaving together strong yet flexible strands of fabric to make a breathable upper that finds the right balance between providing your foot with stability and flexibility.
This same ETPU material and 3D Knit Uppers are used by international performance footwear brands such as Adidas & Nike and are priced at INR 12,000- 18,000 in India. This price point ends up being out of the reach of the average Indian and so most customers end up buying older ranges with older and inferior materials from these brands. Elevar’s value proposition is to provide the same features and materials as the flagship shoes of international brands at one-third the price.
It’s able to do this by disrupting traditional market norms. The older more established shoe brands end up paying large amounts of margin to wholesalers & retailers, besides also spending enormously on larger-than-life marketing campaigns. By selling online directly to the end customer, Elevar is able to cut out all middlemen and pass on savings to the customer. Also, Elevar focuses its marketing efforts on more direct online advertisements rather than huge celebrity endorsements or offline events and sponsorships. The end result is saving markup costs & investing them into making world-class products that are affordable.-- Advertisement --
3 step quality control process of Elevar Sports
While many domestic brands may compromise on quality to save on costs, Elevar follows a quality-first approach and never compromises on the materials they use. The brand follows a 3-Step Quality Control Process:
1: The products are first tested at the factory itself based on strict internal guidelines established during the design process.
2: In addition, the brand uses 3rd party inspection agencies who visit the suppliers and inspect lots before they are shipped.
3: Elevar also makes use of an in-house QC team that inspects each and every product when it arrives at their warehouse in India.
The stringent quality process translates to giving customers comfort around their online purchase – Elevar offers a no questions asked one-week return policy so that customers can receive their products, try them on in the comfort of their homes and return it in case they don’t like the product. In addition to this Elevar offers a warranty against manufacturing defects for up to 3 months from the date of purchase.
Elevar Sports: The budget-friendly Indian Sports Brand
The trendy yet minimal designs of Elevar’s products are highly versatile & find utility in fitness-oriented activities such as running, gyms, dance, and even more casual activities such as café visits and outings with friends. The brand offers products for both men & women. Elevar’s current product range consists of:
~The ARC RACER: an all-purpose sneaker that is available at a price point of INR 5490. This highly versatile product is designed for all-day wear making it comfortable enough to be worn right from the gym to the café.
~The FLYBOLT: a performance-focused running silhouette that is priced at INR 4490. The shoe is a sleeker & more aerodynamic model equipped with sole cushioning technology that makes you FLY. It is an excellent yet affordable option for short & long-running purposes.
Through an obsession for quality products, Elevar has managed to build a strong community:
- It has more than 100,000 engaged followers across its FB & Insta handle.
- More than 50,000 people have purchased Elevar Products.
- Elevar has delivered its products to more than 10,000 pin codes across India.
- Elevar has an NPS score of >50 on all its products.
- Almost 80% of people who have reviewed its products give it a 4 or 5 star.
- Elevar return rates are half of the industry average for its footwear products.
The fastest-growing Indian Sports Brand
With a disruptive positioning and a strong track record, Elevar sports is one of the fastest-growing D2C brands in the country. Elevar’s early success was noticed by prominent investors – recently Kalaari Capital & Dream Capital (the investment arm of Dream11) invested $2.5 million into the young brand.
So far, the brand’s marketing efforts have remained conservative & primarily performance marketing focused as Elevar has steadily grown through word-of-mouth. However, with more additions expected to its product portfolio in the coming months, the company will look to scale up marketing budgets in tandem to tell its story to more and more customers. These are exciting times for the brand as they look to convince Indian audiences to look inward rather than outward when it comes to footwear.