Anaar is a footwear brand that specialises in handcrafted wedding footwear. The brand offers comfort without compromising on style. Their shoes blend heritage craftsmanship with contemporary aesthetics, catering primarily to individuals who seek elegance and ease on their special day.
Brand History
Anaar began by introducing an innovative product category – ‘Wedding Sneakers.’ This initiative challenged conventional perceptions and carved a niche in the competitive footwear market, offering brides customisable options to complement their wedding attire.
Product Offerings
The brand’s product line includes 40 unique sneakers featuring classic flat soles, wedge heels, slip-on styles, and lace-ups. Among these, wedge-heel sneakers like Metallic Mela and Groove Signature are trendy, simultaneously offering brides comfort and style.
Product Development
Anaar designs are rooted in traditional Indian craftsmanship, showcasing intricate details such as Zardozi and Aari embroideries. The brand prioritises comfort along with aesthetics, ensuring each design tells a story and evokes emotions, making it a memorable part of any celebration. From cutdana work, dabka pitta work, zari detailing, Anaar shoes represent Indian craftsmanship and design in all their glory
Brand Strategy
Anaar primarily operates through its e-commerce website. The brand engages customers through social media, bridal expos, and influencer partnerships, leveraging these channels to share its unique story and connect with its target audience effectively.
Financial Growth
Anaar is anticipating an annual recurring revenue (ARR) of over Rs 100 crores over the next two years. The brand has already achieved CM3 positivity and is poised to attain EBITDA positivity shortly.
Market Perspective
India’s current economic landscape is witnessing a surge in aspirational consumption driven by rising disposable incomes and evolving lifestyles. As consumers seek products that reflect modernity and individuality, the footwear industry stands poised for significant growth. This trend is particularly evident in the bridal footwear segment, where innovative offerings like bridal sneakers are gaining popularity among brides looking for unique, personalised styles for their special day. The accessibility of e-commerce platforms has democratised fashion access, enabling brands like Anaar to reach a broader audience across the country.
Future Trends in the Footwear Segment
Looking ahead, the footwear segment is poised for a transformative shift with the integration of advanced technologies aimed at enhancing the bridal shopping experience. Anaar anticipates leveraging augmented reality (AR) and virtual reality (VR) technologies to offer brides virtual try-on experiences. These innovations will allow customers to visualise different sneaker styles with their wedding attire before making a purchase. Furthermore, personalised AI-driven recommendations tailored to individual preferences and wedding themes are set to revolutionise how brides discover and select their wedding sneakers.
Challenges Faced
Anaar encountered initial resistance due to traditional wedding attire perceptions when introducing sneakers as wedding footwear. Despite challenges in expanding from direct-to-consumer to Exclusive Brand Outlets (EBOs), and entering international markets with diverse consumer preferences, Anaar has navigated these obstacles through strategic marketing, storytelling, and careful retail expansion planning. This approach has established Anaar in the handcrafted sneakers market, particularly tailored for weddings, securing its position as an innovative market pioneer.
