In a market crowded with fast fashion, deep discounts, and aggressive advertising, building a profitable consumer brand is harder than ever.
Yet, between October 2024 and October 2025, WAFE ANDY®, a young Indian comfort footwear brand, quietly crossed ₹1 Crore in revenue — powered entirely by organic growth and a hybrid Online + B2B business model.
No flash sales.
No heavy influencer spends.
No unsustainable customer acquisition costs.
Just a strong product, the right channels, and patient execution.
From Mathura to a National Market
Based out of Mathura, WAFE ANDY® was founded by Dharmvir Singh with a clear belief:
Indian consumers are ready to pay for comfort — if it genuinely improves their daily life.
Instead of chasing rapid scale, the brand focused on solving a real problem in Indian footwear — lack of long-term comfort, foot health support, and sustainable materials at accessible price points.
That clarity became the foundation of everything that followed.
Mentorship That Shaped the Strategy
An important pillar in WAFE ANDY®’s journey has been guidance from Vineet Gautam, former CEO of Bestseller India.
Under his mentorship, the brand aligned three critical elements early on:
- Product innovation rooted in real consumer insight
- Channel strategy built for margin protection and scale
- Brand discipline focused on long-term trust, not short-term noise
This approach helped WAFE ANDY® avoid common D2C pitfalls and build a business that could grow sustainably from day one.
The Hybrid Growth Engine: Online + B2B
1. D2C Website: Building Direct Consumer Trust
WAFE ANDY® adopted a D2C-first approach, using its official website to engage directly with consumers. This allowed the brand to:
- Control the customer experience
- Build strong repeat and referral demand
- Understand consumer feedback in real time
Orders came consistently from Tier 1, Tier 2, and Tier 3 cities, proving that comfort-led footwear has pan-India appeal.
2. B2B Distributor Network: Stability at Scale
Alongside online growth, WAFE ANDY® built a pan-India B2B distributor network, enabling offline retail reach across multiple cities.
Retailers adopted the brand quickly due to:
- Comfort-focused differentiation
- Healthy margins
- Strong repeat demand
This channel delivered stable bulk orders and predictable revenue, balancing the volatility often seen in pure D2C models.
Why the Market Is Choosing WAFE ANDY®
WAFE ANDY® stands out because its value proposition is simple, yet rare:
- Cork Footbed Technology offering natural cushioning and foot-health support
- Sustainable Materials aligned with conscious consumption
- Fashion-Forward Designs without compromising comfort
- Wide Age Appeal, from Gen Z to working professionals
- High Repeat & Referral Rates, driven by product satisfaction
The brand doesn’t rely on marketing claims — the product experience does the selling.
₹1 Crore Revenue Without Discount-Led Growth
Crossing ₹1 Crore in revenue without aggressive discounting is more than a financial milestone.
It validates a deeper insight:
Indian consumers value comfort, durability, and authenticity — when brands deliver consistently.
For WAFE ANDY®, growth wasn’t about being everywhere.
It was about being right — in product, pricing, and presence.
What’s Next for WAFE ANDY®
With a proven product-market fit and a balanced channel strategy, WAFE ANDY® is now preparing for its Pre-Seed funding round.
The next phase of growth will focus on:
- New product categories and comfort innovations
- Scaling the D2C website with performance-led marketing
- Expanding the B2B distributor footprint across India
- Strengthening brand visibility and PR
As founder Dharmvir Singh shares:
“We focused on perfecting the product before scaling channels. Online and B2B together gave us stable, sustainable growth.”
A Brand Built for the Long Term
WAFE ANDY® is not chasing trends.
It’s building trust.
With comfort at its core, sustainability in its DNA, and discipline in its execution, the brand is on a clear path to becoming India’s most trusted comfort footwear brand.
Quietly. Consistently. Intentionally.
