Success Story | How a ruined pair of shoes inspired the rise of SHOEGR

▤ Summary

SHOEGR started from Anuj Sachdeva’s frustration after a pair of expensive suede shoes was ruined because he could not find the right care products. He turned that problem into a shoe-care brand aimed at Indian consumers and launched the business in 2021 with a small initial kit inventory. The company grew by educating customers, building demand through content and demos, and expanding distribution across online marketplaces, quick-commerce platforms, and its own website. Early sell-outs and repeat orders showed that shoe care could become a real consumer category rather than a niche purchase.

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