In 2020, Ahmad Hushsham and Prateek Singhal saw a growing demand for comfortable,
stylish shoes designed for daily wear. They believed the Indian footwear market lacked that
perfect blend of functionality, comfort, and affordability. This insight paved the way for
YOHO, a brand focused on “second shoes”—everyday pairs that complement formal wear
while offering unmatched comfort.
How the Founders Spotted a Market Gap
The idea began when the entrepreneurs, both with experience in e-commerce and
marketplaces, noticed serious shortcomings in affordable footwear. Many shoes were either
stylish but uncomfortable or functional but uninspired. They aimed to fill the void with a brand
that served both comfort and design, offering smart everyday footwear that didn’t break the
bank.
How YOHO Defined the “Second Shoe” Category
YOHO targeted a unique segment of the market—affordable shoes that serve as practical
companions rather than fashion statements. They focused on crafting footwear that
delivered:
● Long-lasting comfort and functional design for everyday use
● Ideal balance between casual and professional styling
● Simple, sturdy soles built for daily wear
This solved a real problem for users who needed reliable shoes for long hours.
How the First Year Tore Ahead with ₹3 Crore in
Revenue
YOHO started with a hit—their comfort-meets-design mantra resonated with customers amid
lifestyle changes during the pandemic. The demand for easy-to-wear, comfy footwear
surged, and YOHO made a remarkable ₹3 crore in revenue within the first year of
operations.
How YOHO Leveraged an Omnichannel Approach to
Scale
To reach broader audiences, YOHO introduced a multi-platform strategy:
● Online Marketplaces: Strong presence on Amazon, Myntra
● Direct-to-Consumer Website: For loyalty, branding, and custom experiences
● Offline Retail Partnerships: Kiosks and placements in multi-brand outlets
This comprehensive approach enabled them to connect with younger, style-conscious
consumers through both digital and physical avenues.
How Innovation Powered Product Expansion
Over time, YOHO built a diverse lineup: from slip-on loafers and roomy Freestep styles to
arch-supporting Waves slippers. With over 100 styles and 700 options, they offered
vibrant, modern footwear in the ₹1,000–₹2,500 range. Their constant product innovation and
penetration into affordable price tiers helped them scale rapidly as a preferred brand.
How Smart R&D Drove Quality and Efficiency
YOHO invested in cutting-edge research—perfecting soles for stability, reducing waste with
better materials, and focusing on durability. Their development process included:
● Material testing for resilience and sustainability
● Feedback-based iteration for better fit and comfort
● Plans for AI-powered shoe sizing tailored to Indian feet
This focus on functional design helped YOHO compete with both global and local brands.
How Comfort, Style & Price Drove Growth
Two key promises powered YOHO’s appeal:
● Affordable, performance-driven footwear
● Fashion-forward aesthetics without sacrificing comfort
These attributes hooked young professionals and students alike, establishing YOHO as a
brand that blended sensibility with style.
How Community Tactics Amplified the Brand
Beyond product design, YOHO created a community-focused brand identity:
● Scene Hai Events: Pop-up shows, open mics, and local art engagements to connect
with urban youth
● Limited Editions: Artist collaborations turned shoes into collectables
● Efficient Reach: Strong Return on Ad Spend (3:1), low acquisition costs (₹150), and
high average revenue per user (₹757)
These efforts built both engagement and retention across their customer base.
How Quick Commerce Gave YOHO an Edge
YOHO invested in fast delivery by partnering with platforms like Blinkit and Swiggy
Instamart. In major cities, customers received orders in 30–45 minutes—boosting orders by
400% in just one month. This emphasis on convenience made YOHO a go-to for last-minute
purchases.
How Funding and Expansion Broadened Their Vision
With around ₹47 crore in funding—including ₹27 crore in a pre-Series B round led by
investors like Rukam Capital—YOHO has funds to fuel future plans. Their roadmap includes:
● Expanding offline presence to 2,000 stores nationwide
● Launching athleisure, sports footwear, and a children’s line
● Expanding into international markets like the Middle East and Africa
● Opening exclusive brand outlets with interactive fitting experiences
These strategic moves set the stage for capturing even larger market share.
Featured by TheMarketingMirror.com
At TheMarketingMirror.com, we celebrate entrepreneurs reinventing products we thought
we knew. YOHO’s shift from ₹3 crore to ₹100 crore revenue through modern, smart,
comfortable footwear proves the power of understanding consumer needs and delivering
design-led practicality.
