Footwear brand PAIO was founded in 2016 with the goal of introducing sustainable, cruelty-free vegan materials into the manufacturing process. In doing so, however, he unknowingly undertook the Herculean task of convincing consumers to switch from animal skin-based leather to his eco-friendly alternatives. Gradually, the discerning Indian consumer warmed to the idea, and the family-funded business has grown steadily ever since.
PAIO’s marketing strategy shifted from retail expansion to D2C e-commerce growth. Its marketing spend has also increased over the past year to build that further.
The brand is currently available in major marketplaces in India like Amazon, Nykaa Fashion, Myntra, Pernia’s Pop-Up Shop, Ajio, Tata Cliq and Jaypore. It is also present in smaller markets that have their own niche audiences.
The brand is currently experiencing 50% growth in its turnover. Its customer base has also grown significantly in Tier I and Tier II cities in India, as well as some international destinations.