Helios began with a clear goal— to bring reliable, premium-quality shoe care to the Indian market. What started with a handful of leather polishes and lotions quickly evolved into a comprehensive range covering leather care, suede care, insoles, sneaker care and accessories.
The brand’s journey began in offline retail, partnering with local shoe stores and leather shops. These relationships gave them deep insight into real consumer needs — from polishing formal shoes to softening suede and offering all-day comfort through insoles. Helios products are BIS certified, an important mark of credibility, safety, and quality assurance.
What Sets Helios Apart
Helios is built around shoe care as a category. Their focus has always been on creating specialised, purpose-driven products — whether it’s a leather lotion that conditions deeply, a suede renovator that revives texture, or insoles that offer real, lasting comfort.
What truly sets them apart is their combination of functionality, premium presentation, and retail readiness. Beyond the basics, Helios offers unique and often overlooked essentials like long shoe horns (for ease), wooden shoe trees (for shape retention), and snow clamps (for traction).
Product Range & Development
Helios offers a care system tailored to India’s diverse footwear types, modern usage habits, and climates. This includes:
- Leather Care: Polishes, creams, lotions, and conditioners
- Suede & Nubuck Care: Renovators, brushes, and sprays
- Insoles & Comfort Accessories: Memory foam, gel insoles, heel cushions
- Shoe Tools & Add-Ons: Brushes, wipes, shoe trees, travel kits
- Sneaker Care: Cleaning kits, foams, water-repellent sprays, and sneaker wipes
The brand offers over 150+ SKUs, across various sizes, formats, and material-specific variants. As preferences shift toward comfort and lifestyle-led footwear, two categories are set to drive a major part of Helios’ growth in the coming years – foot comfort solutions and sneaker care. Aside from its sneaker care range, the brand has built an extensive insole range to meet needs of modern consumers who are today actively seeking comfort-first solutions that improve posture and reduce fatigue. Meanwhile, leather care and insoles are their fastest-moving categories in offline retail.
In terms of product development, Helios focuses on practicality, performance, and presentation. Materials are chosen based on functionality, durability, and compatibility with Indian footwear types and climates and performance always comes first. Quality is ensured through rigorous batch testing, long-term vendor relationships, and continuous feedback from retail partners.
Consumer Demand & Response
As modern consumers become more aware of foot health and demand specialized, easy-to-use, and premium solutions Helios has responded by:
- Expanding its insole and foot comfort range
- Introducing compact, curated kits that suit modern lifestyles and gifting trends
- Refining packaging to reflect a more premium, design-first identity, especially for offline shelves
Brand Strategies
Helios has a strong pan-India presence across 10,000+ retail touchpoints, including footwear outlets, leather shops, supermarkets, and service counters— spanning premium and utility-driven spaces. Key markets include Delhi NCR, Maharashtra, Gujarat, Punjab, and South India. The brand has gained a lot of traction in Tier 2 and 3 cities.
Aside from this, it exports select SKUs internationally to the UAE, Sri Lanka, the Philippines, Nepal, and Madagascar. Several more international markets are currently under exploration as part of the brand’s next phase of growth. Helios combines this strong offline network with digital channels—its website, Amazon, Flipkart, Blinkit, and Zepto.
Marketing follows a 360° strategy — combining retail visibility, digital storytelling, and community engagement: strong in-store branding offline; social media, influencer content, UGC, and performance marketing online.
Expansion plans include getting into corporate gifting as a new demand vertical, and expanding into emerging product segments like travel kits, gel-based insoles, and lifestyle-aligned care accessories.
Top technologies adopted by Helios:
- Q-commerce & performance tech
- Advanced foam engineering insoles
- Modern packaging & product design tools
Expansion Plans
For Helios, the focus is on the tier 2 & 3 markets, as they are witnessing a significant rise in demand for affordable, quality-driven lifestyle essentials and consumers here are brand-conscious and value-driven.
For Helios, tier 2 isn’t a backup plan — it’s a growth engine. Over the next 2 years, the brand is targeting a 25–30% annual growth trajectory. They have also recently begun exporting to the USA and Mexico, and early conversations have started in parts of Europe.
