The Souled Store: Where Pop Culture Meets Indian Style
- Manisha Luhach
- Jun 21
- 3 min read
Updated: Jul 13
Introduction to Souled Store
In a world where self-expression is everything, what you wear often says more about you than words ever could. Recognizing the growing love for pop culture among India’s youth, The Souled Store emerged as a go-to destination for fans who wanted their wardrobes to reflect their passions.
Founded in 2013 by Aditya Sharma, Rohin Samtaney, and Vedang Patel, The Souled Store has become one of India’s most beloved online platforms for licensed merchandise, offering everything from quirky T-shirts and joggers to backpacks, socks, and mobile accessories, all infused with fandom spirit.
Starting Up With Soul And Style
The idea was born out of a simple gap in the market: fans in India had very few options for official, high-quality merchandise tied to their favorite movies, TV shows, comics, and sports teams. Bootleg tees were everywhere, but original, comfortable, and officially licensed products were almost nonexistent.
So the founders set out to create a brand that would match creativity with authenticity, giving Indian fans access to merchandise that felt global in quality but local in spirit.

What Makes The Souled Store Stand Out
At a time when fast fashion and mass production were the norm, The Souled Store focused on licensing official merchandise from global giants like Marvel, DC, Harry Potter, Friends, Star Wars, WWE, and IPL teams, creating in-house, fan-driven designs that resonated with Indian pop culture as much as global trends and maintaining a strong D2C (direct-to-consumer) model, which allowed for better quality control, pricing, and customer service. They didn’t just sell clothes, they built a brand that fans could connect with emotionally.
A Multi Category Success Story
What started as a graphic T-shirt brand soon expanded into a multi-category lifestyle label. The Souled Store now offers everything from men’s and women’s apparel to lounge sets, accessories, footwear, and even home decor.Their limited-edition drops, collabs, and fandom-based collections consistently sell out, powered by a loyal customer base and clever social media marketing.
Sustainable And Homegrown
Unlike many fast-fashion retailers, The Souled Store places emphasis on ethical sourcing and sustainable production. Most of its products are designed and manufactured in India, giving it greater flexibility, local employment impact, and a more sustainable supply chain.
From Clicks To Closets : Offline Expansion
While the brand grew rapidly online, it didn’t stop there. Recognizing the potential of physical retail, The Souled Store began opening offline stores in major Indian cities. These outlets became more than just shops—they became experience zones for fans to connect with the brand in real life. This physical + digital approach helped increase visibility and deepen customer loyalty.
A Brand With Heart And Humor
Perhaps what truly defines The Souled Store is its relatable, cheeky, and often humorous brand voice. Whether it’s through meme-based marketing or self-deprecating taglines, the brand has always remained close to its community thereby making it not just a shopping destination, but a lifestyle choice.
The Future Looks Fashionable
As The Souled Store continues to expand its product lines, retail presence, and licensed partnerships, its core mission remains unchanged: to help people wear what they love and love what they wear. With a fan-first mindset and a strong digital backbone, this startup has proven that when soul meets style, success follows naturally.
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