Ankeeta Deb From Schoolgirl Shoe Painter to Entrepreneur Extraordinaire

Ankeeta Deb ‘s journey from a curious schoolgirl painting her faded white shoes to a successful entrepreneur in India’s footwear industry is nothing short of inspiring. Her venture, Rivir Shoes, is not just about designing footwear; it’s about transforming the way people perceive and buy shoes, adding a personalized touch to every pair.

Ankeeta’s tryst with shoe design began in her school days in Kolkata when she impulsively painted her sister’s old, worn-out shoes. Surprisingly, instead of scolding, her family encouraged her creativity. Her shoe-painting talent garnered attention at school, which motivated her to explore this passion further. Ankeeta had always preferred comfortable sneakers over heels, setting her apart from the crowd.

The Path Less Taken:

Despite her early inclination towards art, Ankeeta pursued a conventional academic path, earning degrees in engineering and an MBA. Her family background in painting and artistry played a significant role in her life, but she initially didn’t pursue shoe painting as a career.

It wasn’t until she crossed paths with Viresh Madan, a marketing graduate, that the idea of a footwear fashion tech brand took root. Together, they envisioned a unique space within India’s massive but largely unorganized footwear industry.

Rivir Shoes: A Journey of Reinvention

In 2015, with an initial investment of approximately Rs 15 lakh from their personal savings, Ankeeta and Viresh launched Rivir Shoes in Gurugram. Ankeeta focused on design while Viresh handled operations. Their vision was to produce sneakers featuring Ankeeta’s artistic designs.

However, they soon realized that the traditional inventory-based model was inefficient and capital-intensive. Storing large quantities of shoes without guaranteed sales led to financial constraints. They were paying labour charges without sufficient work. Rivir Shoes needed a transformation.

The Made-to-Order Revolution:

Ankeeta embraced a made-to-order approach, redefining the way Rivir Shoes operated. Instead of maintaining an inventory, they decided to manufacture shoes only after receiving customer orders. This change allowed customers to place orders online, selecting from existing designs or requesting custom designs.

The innovative approach significantly reduced costs and eliminated the need for excessive stocking. Rivir Shoes optimized production, ensuring that each pair was crafted with care. The turnaround time for creating these unique shoes was less than 48 hours, including delivery.

Product Portfolio and Pricing:

Rivir Shoes offers a diverse range of products, including espadrilles and canvas sneakers. The espadrilles, priced at Rs 999, feature a wide variety of designs created by Ankeeta herself. Although customization isn’t available for espadrilles, their appeal lies in their seasonal designs and comfortable fit.

Canvas sneakers, on the other hand, are available both readymade and customized. The readymade sneakers are priced at Rs 1,500, while customized pairs cost Rs 1,999. The brand boasts a collection of 150 readymade sneaker designs, and for those seeking a truly unique touch, custom designs are also available.

Customer Engagement and Demographics:

Rivir Shoes caters primarily to customers aged 18 to 27, a demographic that values unique fashion choices and isn’t limited by established brand names. While the brand’s target audience is youthful, customers aged 25 and above, with greater spending power, have shown a preference for Rivir’s offerings.

Geographically, the brand attracts customers from Mumbai, Bengaluru, Hyderabad, and various cities in Northeast India. These customers often seek fashion that goes beyond mainstream brands.

Challenges and Scaling Up:

Rivir Shoes faces seasonal fluctuations in demand, with the rainy season typically being the slowest period. Predicting demand has been challenging due to unpredictable rainfall patterns across different regions of India.

Looking ahead, Rivir aims to scale up production to fulfil more orders. The brand maintains a healthy product margin, allowing for potential expansion into new product lines, such as waterproof shoes. Moreover, the company plans to invest in marketing initiatives to further engage with its target audience.

Ankeeta Deb‘s journey from schoolgirl shoe painter to an entrepreneur redefining the Indian footwear industry is a testament to her creativity, resilience, and innovation. Rivir Shoes represents not just a business venture but a commitment to personalized, high-quality footwear that resonates with a growing segment of India’s fashion-conscious youth. With its unique made-to-order model and artistic flair, Rivir Shoes is poised for continued success and transformation in the years to come.