Startup Originals Team
Luxury is often mistaken for expensive labels and inflated price tags. But Italian Shoes Company (ISC) was built on a different belief, that true luxury lies in craftsmanship, not branding. Founded by Gaurav Bhatia, ISC is a powerful Indian success story that redefined premium footwear by delivering world-class quality at accessible prices.
A Founder’s Obsession with Craftsmanship
The story of Italian Shoes Company began long before the brand had a name. Gaurav Bhatia started his career earning just ₹10,000 a month, working closely with leather, factories, and footwear production. Over the years, he developed a deep understanding of materials, construction, and design. What stood out to him was a hard truth, most luxury footwear was priced far beyond its actual cost, driven more by branding than craftsmanship.
Learning the Global Luxury Playbook
In 2013, Bhatia began manufacturing footwear for global luxury brands. This phase proved crucial. It exposed him to international quality benchmarks, Italian design sensibilities, and global pricing structures. He realised that the same level of artistry sold for $700–800 abroad could be produced at a fraction of the cost without compromising quality.
This insight planted the seed for a bold idea: bring Italian-grade luxury to India without the inflated price tag.
The Birth of Italian Shoes Company
After years of manufacturing behind the scenes, Italian Shoes Company officially launched under its own name in 2017. ISC positioned itself as a brand that blends Italian design philosophy, global premium materials, and in-house Indian manufacturing.
While traditional luxury footwear retailed for exorbitant prices, ISC offered the same craftsmanship at $100–150, making luxury attainable rather than exclusive.
Organic Celebrity Adoption and Cultural Impact
What truly set ISC apart was how the brand gained visibility. There were no forced endorsements in the early days. Artists, actors, athletes, businessmen, and musicians began choosing ISC organically.
Celebrities such as Ranveer Singh, Ishaan Khatter, Tiger Shroff, Vicky Kaushal, Raghav Juyal, Raftaar, Stebin Ben, and others were spotted wearing ISC. The brand built a particularly strong presence in Punjabi music and cinema, becoming a cultural staple rather than a marketing gimmick.
In sports, credibility grew as MS Dhoni, Mohit Sharma, and Rahul Tewatia wore the brand. Mohit Sharma later went on to become an investor and partner, reinforcing trust in the brand’s long-term vision.
Evolving Beyond Footwear
Italian Shoes Company gradually evolved into a lifestyle luxury brand. Alongside footwear, ISC expanded into accessories and introduced AI-powered personalised luxury experiences, blending tradition with technology.
This shift allowed the brand to stay modern while remaining rooted in craftsmanship.
Retail Expansion and the Road Ahead
Today, ISC operates three flagship stores in Mohali, Delhi, and Gurgaon. The brand plans to open eight more stores by 2026 and scale to 40 stores by 2027, signaling aggressive yet disciplined expansion.
With a current valuation of ₹100 crore, Italian Shoes Company stands as proof that Indian brands can build global-grade luxury without copying global pricing models.
Redefining Luxury
Italian Shoes Company is more than a footwear brand, it is a statement. A statement that luxury is defined by skill, material, and integrity, not logos. From a ₹10,000 monthly salary to building a ₹100 crore brand, Gaurav Bhatia’s journey shows that when craftsmanship leads, labels follow.
This is not just a success story.
It is a redefinition of luxury, crafted in India, respected globally.
