What does it take to build a lifestyle brand for India, rather than simply bring an international design language to the Indian market? For Ludic, the answer lies in starting with the consumer—right down to the shape of their feet
Founded as a footwear-first lifestyle brand, Ludic was built around the idea that products could be premium in design, accessible in price and, most importantly, designed specifically for Indian consumers. The brand describes itself as ‘thoughtfully crafted, homegrown, and completely original’, with products designed around Indian style, fit and culture.
In a conversation with IMPACT, Ishit Jethwa, Co-Founder of Ludic, claims that the gap was clear. He points, “Most footwear in this space borrows its silhouettes from global collections; designs that are adapted rather than built for the Indian consumer. Almost nothing was designed from the ground up with Indian foot shapes, sizing and body structure in mind. That was the gap we set out to close: premium design at an accessible price point, engineered specifically for India.”
That philosophy has shaped Ludic’s approach to everything from footwear to bags. Its sliders, for instance, were designed with a wider fit based on Indian foot proportions and went on to sell close to 70,000 units in their first 18 months. According to Jethwa, the brand has doubled its revenue from the first to second year and is targeting roughly 2.5X growth this year.
“We're in our third year now, and Ludic has been built entirely bootstrapped, without outside capital; a decision that's shaped how deliberately we've grown,” says Jethwa. That approach also meant building products from scratch—and convincing manufacturing partners to build alongside it.
Despite being in its third year, the brand has managed to partner up with Chennai Super Kings (CSK) in the 2025 and 2026 seasons of Indian Premier League, becoming the first official footwear partner for the team. The brand went on to create a line of products dedicated to the team.
Ludic has been building cultural relevance through campaigns, collaborations and creators. Its digital campaign featuring actor Gopal Dutt used humour to spotlight the comfort of its sliders, while influencer-led campaigns have helped showcase its products through styling and everyday use. The brand collaborates with the influencers to speak about their innovative products and unique designs.
The brand’s design philosophy extends beyond footwear. From its EC Collection, which reinterprets the classic canvas shoe, to its DS Moto low-profile shoe and sport bag, each product begins with a consumer problem or behavioural insight rather than a trend. That distinction is important to the brand that describes design as a ‘tool for problem-solving and purposeful product creation’, with consumers and their needs at the centre of its research.
As Ludic expands, it is choosing not to chase every emerging trend. “Our thesis was never to run a fast-fashion playbook,” mentions Jethwa. Instead, they look for trends that stay longer than a minute and build products around how Indian consumers are actually using them.
This has also translated into greater control over product development. Ludic has developed four proprietary footwear tooling lines, or distinct lasts, and is using that capability to expand its portfolio. The move from sliders to clogs and from a sport bag to a backpack, Jethwa explains, comes from observing consumer behaviour rather than simply responding to fashion cycles.
Digital remains central to Ludic's growth. The brand began on its own website, with Myntra becoming one of its early partners. It is now also present on Nykaa Fashion and Ajio.
But Jethwa believes that social media is less about direct selling and more about storytelling. Retail is the next piece of the puzzle. Rather than simply opening conventional Ludic stores, the brand is creating a separate retail IP centred around its slider category. Its first outlet is set to open in Goa, with more cities planned by the end of the financial year.
For a brand with ambitions beyond its initial markets, the challenge is not necessarily creating separate propositions for different parts of India. Ludic's approach is to maintain one core identity while allowing for some tailoring in Tier-II and Tier-III markets.
“Our audience has always been all of India, not a handful of metros,” says Jethwa. “We've never built two different versions of the brand.” That could become increasingly significant as consumption expands beyond India's largest cities. For Ludic, the opportunity lies in building enough depth across these markets for growth to become increasingly word-of-mouth driven.
With 14 product drops planned for the peak season and its first women's footwear line in the pipeline, the brand is entering its next phase with an expanded product universe—but the same underlying thesis: design for India, rather than simply sell to it.
(The segment does not feature any brand from New Delhi, Mumbai, Kolkata, Chennai or Bengaluru)
