Profitable from the 1st day, The Souled Store sells merchandise of over 60 brands from all around the world

Shraddha Mishra Date - 14/7/2017

The Souled Store - In an era where e-commerce bleeds billions, The Souled Store decided to be profitable from day 1 proving that conventional wisdom of fancy degrees, and deep pocked investors are not the only tools for success. The only backing you need is you.

The Souled Store

Started in June 2013, The Souled Store, an online brand selling quirky pop culture merchandise, is bootstrapped with a total capital of ₹5.25 lakh. In 4 short years, they have achieved monthly sales of over ₹2 Crores, selling more than 40,000 products per month. With a 3,00,000+ customer base, The Souled Store is one of the biggest online brands in India that is focused on selling official merchandise.

Today, they are the official merchandisers for big budget movies and franchise like Marvel, Batman, Superman, The Justice League, Harry Potter, Lord of the Rings, Star Wars, Raees, Rock On 2 etc.

The Souled Store

Cartoons (Cartoon Network, Looney Tunes, Scooby Doo, Flintstones etc.), TV Shows (Friends, The Big Bang Theory, South Park etc.), WWE, IPL teams like Kolkata Knight Riders and Kings XI Punjab, Kabaddi Franchises and many more. The company boasts that they have more contracts in the pipeline than can be serviced today and are rolling out new properties on a weekly basis. The Souled Store also focuses on selling merchandise for India’s youth Icons. Here The Souled Store has covered all top comedians like AIB, Kenny Sebastian, EIC, SNG, Kanan Gill, Biswa, musicians like Nucleya, and various festivals like the NH7 Weekender, Bollywood Music project, to name a few.

Here we spoke to Aditya, Vedang, and Rohin to give us insight about their startup 'The Souled Store' and their views on entrepreneurship.

Q. What ignited the spark within you (founders) of starting The Souled Store?

The Souled Store was born on June 7, 2013 to us (ex-colleagues, friends, brothers from other mothers). It was conceptualized over sev-puri at an office canteen with the intention of being a one stop destination for all fan and quirky merchandise.

The idea arose when we realised that there was no good outlet for buying fan merchandise. The only options were a limited range of extremely expensive and badly designed imports from the US (which ironically were made in India) or sub quality fakes. Being true nerds who loved TV shows, comics and everything pop culture, we knew that this could be done better and at affordable prices.

We started out of random coffee shops in Bandra, with free wifi (because no business can start without wifi). We launched the website with t-shirts, badges, and wall art and now have more than 14 products on the website.

Q. Your products are extremely cool designed by one of the finest artists. How did you come up with such creative ideas. & what are the features that make your products exclusive from the other brands in the same business?

'The Souled Store' is all about doing the things that you love right from the bottom of your soul which is exactly how it all began.

All of us (founders) have had some inclination towards our respective passions. Unfortunately, if your dream was to be a designer or an illustrator, you did not have enough opportunities to showcase and monetize your work back then (even now to some extent). So we decided to launch an artist platform for artists to showcase their talent to the world. Artists can submit designs from our website in less than a minute. We work on a royalty model with all artists where the IP of the designs still lies with the artist with complete freedom to sell it on other websites as well.

Apart from freelance artists, we also have an in-house team of 20 designers who work tirelessly to come up with the best designs. We have a structured approach to designing as well to ensure that we cover the widest spectrum of designs for our customers.

The Souled Store Mobile Cases

Q. Is engaging audience on social media platforms important or getting likes? what are the various series that you guys run on your social media platforms to know about your audience?

Social media is one of TSS's biggest strengths. It is done in sync with our product development and digital marketing team to ensure best results. Our focus is to engage our audience more than just getting likes on posts. We have multiple series that we run on our social media accounts (a few e.g. below) -

Q. You guys have collaborated with many comedians and artists in the recent past. How is the experience and was it for coming together for noble causes to help the society?

Yes, we have collaborated with Kenny, AIB and a lot of other comedians for their merchandise. We are exclusive official merchandising partners for AIB, Pretentious Movie Reviews, Kanan Gill, Biswa, Zakir Khan, Varun Thakur, Daniel Fernandes, SnG Comedy and more. Kenny's collaboration was special for the both of us since all the proceeds were going to charity. His marketing efforts along with our designs and social media helped us raise more than a few lakhs for the cause.

Today, we are the official merchandisers for big budget movies (Marvel, Batman, Superman, The Justice League, Harry Potter, Lord of the Rings, Star Wars, Raees, Rock on 2 etc.), Cartoons (Cartoon Network, Looney Tunes, Scooby Doo, Flintstones etc.), TV Shows (Friends, The Big Bang Theory, South Park etc.), WWE, IPL teams like Kolkata Knight Riders and Kings XI Punjab, Kabaddi Franchises and many more.

Q. What according to you is the best part of entrepreneurship?

We're a bunch of action-figure loving, poor joke cracking, committed, but largely super-fun people. We love what we do. We believe that the secret to The Souled Store’s success is our humble beginning. At least one co-founder has spent time doing every job there was to do in the company. Not just the fancy managerial duties, but also simple tasks, like cleaning, packing, counting inventory, customer calls and other on ground stuff. This allowed us to know the problems and difficulties for even the smallest of tasks and were able to better and make it more efficient than done otherwise. We make sure that the culture and vibe at The Souled Store is young and fun. We believe that if you love what you do and look forward to coming into work each day with plans for world domination, half the battle is already won. You walk into our office and you’ll instantly see that this isn’t a regular, boring corporate workplace. To me -

  • It is this freedom and joy of creating something of your own that you see with your eyes on a daily basis.
  • The joy of seeing random people using your products.
  • Feeling of having a second family.
I would just like to say a few things I learnt on this journey.
  • The right time is now - Do not wait for the "right moment". You are the youngest you will ever be and the oldest you have ever been in this moment. Sit down with your ideas, brainstorm, make a business plan, take feedback, do a detailed analysis of your idea and dive into it.
  • Never settle - Every successful entrepreneur was once impractical. Do not settle for anything less than what you dream to achieve.

Q. Is it necessary to have an unique idea for a successful start-up or a common idea can also become a huge success in the long run. I am asking this because many young entrepreneurs hesitate to take risks in life. What advice would you like to give to them?

I would not say that it is compulsory to have a unique idea, but it surely helps if it is. A lot of entrepreneurs give up in the first year of starting up mainly because they do not see enough progress (maybe because of high expectations, or bad product, overcrowded industry). I would recommend every young entrepreneur to do:

  • A detailed analysis/research on the industry they plan to get into.
  • Validate their idea with a lot of friends, family, strangers etc. to ensure that there is a need for the product being made.
  • Work on the idea/product till you are satisfied with it
  • Keep a timeframe for yourself to see certain results based on the metrics you want to target.
  • And lastly, to be a little irrational/dreamer/illogical. Because only they can you create something that hasn't been created so far.

Here are some details about the founders :

Aditya Sharma

Aditya Sharma

Aditya heads Business Development, Backend Operations (Warehousing), a part of Supply Chain and Licensing at The Souled Store. The Business Development team boasts of bringing in the coolest merchandise rosters in the country which includes Bollywood Movies, Music Bands, Music Festivals, Sports Teams, Online Webseries’, Web comics and other brands. He has a thing for mountains and travels at least 2-3 times a year. In his free time, he chooses to play his drum kit (which is stationary most of the times), gym or go cycling.
Vedang Patel

Vedang Patel

He handles a lot of key divisions in the company. He leads their coveted design team and personally goes over the entire process from idea to execution of every design. He feels that his success here is attributed to his geeky comic book side. He also  leads digital marketing and promotions, which has been one of the pivoting points for The Souled Store. Through superior analysis and targeting, the company boasts a customer acquisition cost many times lower than the industry norm. Other statistical and analytical departments are natural extensions to Vedang’s strengths and he leads the teams related to finance, supply chain and inventory management as well.

He’s a fan of F1 racing and spends his free time reading up physics and astronomy. He loves playing the guitar and makes up extempore songs. He likes keeping active with cricket, tennis and squash and is always looking for company to go for morning jogs with.
Rohin Samtaney

Rohin Samtaney

He currently leads the Marketing and Customer Relations teams at The Souled Store. As he has always been inclined towards the creative and quirky side of things, these are important touch points where he adds substantial value. He makes sure that at each step where the team interacts with the customer, he/ she has an experience they do not forget. Building a brand isn't easy and he understands that even the smallest details need to be done better than anyone else out there. You will always see The Souled Store being up to something fun and exciting on their social media pages or even the most mundane interactions when customers inquire about the status of their orders.

He loves running his young and excited team who are always thinking of outdoing their previous ridiculous idea.  He strongly believes that if you say you want to be the quirkiest brand in India, you have to show it at every step of the way. You have to think so far out of the box that the box isn't even a box anymore, it's a tiny dot. When he is not working on The Souled Store, Rohin loves to play sport. He regularly plays a variety of sport such a Squash, Tennis, and Cycling. He has also successfully completed 3 half marathons. He also loves to read and you'll often see him with his Kindle reading a variety of non-fiction. A fan of technology, he is always up to date with the latest in the tech world. As films have been a major part of his life and continue to do so, he's always working on a variety of movie scripts which he definitely plans to make one day.

    Send you resume/CV at for career opportunities at The Souled Store
    Positions available right now -

    DESIGN CAPTAIN a.k.a Full-time Graphic Designer

    Mumbai | Full Time

    DESIGN CADET a.k.a Graphic Design Intern

    Mumbai | 2 months

    MARKETING CAPTAIN a.k.a Full-time Marketing Executive

    Mumbai | Full Time

    MARKETING CADET a.k.a Marketing Intern

    Mumbai | 2 months

    RELATIONS CAPTAIN a.k.a Customer Relations Manager

    Mumbai | Full Time
    For more information visit :

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