Content Head - Lifestyle Business

The organisation is an aspirational lifestyle brand positioned in the premium affordable segment. Our vision is to create a brand that allows young India to own and exhibit their identity by 'wearing' powerful stories. We will enter the market with sneakers and eventually expand into adjacent categories like apparel and accessories.

Are you funded?

Yes, we just raised our pre-seed round of ~$1.5M with Nexus Venture Partners, one of India's premier funds. We also have a strong group of angels backing us who are highly accomplished with eclectic backgrounds. Some examples of fantastic leaders invested in us are Ajit Mohan (APAC Head, Snap Inc.; Ex- MD India, Meta; Ex-CEO, Hotstar), Varun Alagh (Founder, Mamaearth), Rohan Mirchandani (Founder, Epigamia), Abhiraj Bhal (Founder, Urban Company), Arjun Vaidya (Founder, Dr. Vaidya's) and more. Since creativity is key, we also have experts in the field such as Varun Duggirala (Founder, Glitch), Sid Shakder (CMO, Hotstar), Rahul Deorah (CMO, Apna), Huzefa Kapadia (Content Head, Hotstar) and more.

Why Sneakers?

The Sneaker Revolution is here. In India. The interest levels with the youth are at an all time high. Today, you can find millions of views on YouTube videos about Sneakers. Infact, the Google India search trend for 'sneakers' has grown 10x in 10 years, with the biggest spike in the last 2 years.

And this interest is here to stay as it is supported by strong global tailwinds. The world, including offices, are moving towards casual wear and the craze of sneakers in markets such as the US is leading to $7.5B of value created in just reselling sneakers.

Furthermore, it is a huge market that is growing rapidly! Which means if we position ourselves correctly and invest in brand building, we can expect a large and meaningful outcome a few years from now. 5 Years from now, in FY27, the casual/sports footwear market is projected to be as big as $9-12B, up from $4-6B in FY22.

Perhaps most importantly, more and more of the youth have started using sneakers to express their identity - their personality and status. Their attachment to their shoes and its brand supersedes most others in their wardrobe. Therefore, we believe the next big lifestyle brand in India will be made with Sneakers.

Who are you building it for?

Our TG is working bachelors. 21 year old to 28 year olds. Someone who is in their first job to someone who just got married. They are Young and Outgoing. They earn 5L and above and shop on fashion horizontals like Myntra/Ajio/Nykaa. They like to use shoes as a fashion statement. And they work or are interested in creative fields like marketing, design, content creation, writing, singing, dancing, gaming and art.

Our TG is aspirational and ambitious. In their college days, they were confident in their skills, be it arts, academics, debating, lor leadership. They knew they wanted to achieve something in life. But like most Indian students, they moved to a new city and a new working environment. They started encountering contemporaries who seemed equally or more capable but they knew all they had to do was to find their feet again and regain their self-belief.

So, why do they want you?

They want us because our brand inspires them to regain and build their confidence. It inspires them to push further and rejuvenate their fire. It helps them signal to the society that they are comfortable with their uniqueness and that they are here to create and leave a legacy. They want us because our brand is aspirational and yet, importantly, affordable.

Almost no brands are suitable for this TG today from an aspiration and affordability standpoint:

- Western behemoths like Nike, Adidas are aspirational but not affordable

- Indian domestic players like Campus, Sparx, Redtape are affordable but not aspirational Of the brands that are aspirational, almost all have been created on the back of stories that were made in the West. Michael Jordan's story with Nike. Kanye West's story with Adidas.

These are not our stories. We did not grow up with them. We believe it is time India has a brand that highlights us - our culture, our people and our stories.

This is where the organisation comes in. A lifestyle brand, with an orientation towards streetwear, supported by 3 key brand pillars to help our TG ignite that self-belief via inspiring stories:

- Unapologetic: own your identity and challenge the status quo

- Free-Spirited: make your own path and create a legacy

- Inclusive: make change and bring your society along with you

What will be your GTM?

Our Go-To-Market strategy is three fold

1. Start with content

- Influencer-driven marketing

- D2C Focus

2. Elevate brand and create access

- Collaborations to build aspiration

- Platform play

3. Go household

- Offline Entry

Got it. All this is great, what next after sneakers?

After sneakers, there is wide space for further category expansion for our TG. Footwear is only 13% of the entire apparels market right now:

1. Footwear Proliferation

- Other Shapes within Sneakers (High Tops, Chunky, Canvas, Athleisure)

- Open Footwear (Slides, Flip flops)

2. Apparel Expansion

- Oversized T-shirts, Sweatpants, Sweatshirts, Sneaker Jeans

- Socks, Caps

3. Accessories Entry

- Bags (Backpacks, Work)

- Bottles, Device Covers

Job Requirement: -

- Must have 4-6 years as Content Lead or Content Head

- Social Media Manager / Content Lead

- Content Production experience a must

- Deep understanding of social media metrics and how to move them

- Good to have: has managed people before

- Interest in Sneakers

- Frugal x Impact

Job Responsibility:

- Formulate Content Strategy weekly and monthly

- Monitor social media metrics daily

- PoC for all marketing agency related work

- Manage finances for content; understand how and where to deploy them

- Recruit and manage a small enterprising content team

- Be Responsible for engagement metrics on all pieces of content

- Track ROI on sales via content created

- Reports into Co-Founder