On the Think School podcast, Utkarsh explained that Comet built demand from zero, with no big marketplace and no big distributor helping them. They deliberately stayed off Myntra for two and a half years, choosing to sell only through their own website first. This lets them read every customer comment directly and shape the brand around real reactions, instead of just chasing volume on a marketplace. That patience paid off; Comet now sells around 25,000 pairs a month and only went on Myntra once the brand was already strong on its own.

Comet’s Marketing Playbook vs. the Usual Sneaker Playbook

What Any Growing Brand Can Copy

1. Skip the celebrity budget. Send product to a handful of real fans who’ll talk about it because they mean it.
2. Don’t borrow someone else’s culture. Use references your own audience actually grew up with.
3. Build one “aha” moment into the product itself, something worth filming without being told to.
4. Make scarcity real, even if that means smaller batches.
5. Acquire your first customers directly before handing distribution to a marketplace.

This kind of thinking, finding the one honest idea a brand can build everything around, is exactly what we do at Chai Media.