For Mumbai-based CHNKS, founded by Aakanksha Rathod, that distinction has become central to the way the business operates. Instead of pursuing rapid visibility at any cost, the brand has focused on creating sneakers that customers can incorporate naturally into their everyday routines.

This philosophy is shaping the journey of an emerging Indian Sneaker Brand that believes sustainable growth begins with the product itself.

Creating Footwear for Real Life

The idea behind CHNKS is relatively simple: sneakers should work for everyday life.

Rather than designing products solely around seasonal trends or creating demand through artificial scarcity, the brand concentrates on comfort, versatility, quality, and wearability. Its sneakers are intended to accompany customers through ordinary moments—from commuting and office hours to travelling, casual outings, coffee runs, and weekends with friends.

This approach reflects a broader understanding of how consumers increasingly evaluate footwear. A product may attract attention because of its appearance, but customers are more likely to remain loyal when the product performs well in their daily lives.

For Aakanksha Rathod, this has meant building a company around utility and customer experience rather than simply chasing the next major fashion moment.

Independent Growth With a Long-Term View

The company’s approach is also influenced by its origins as a female-founded and completely bootstrapped business.

Without external investment driving aggressive expansion targets, Rathod has been able to make decisions according to the company’s own priorities. Product development, manufacturing, customer experience, and future expansion can be approached with a longer-term perspective.

This independence has allowed the footwear brand CHNKS to concentrate on improving what it already does well rather than constantly introducing products simply to maintain attention.

The philosophy is particularly visible in the way the company approaches its existing collections.

Improving Instead of Constantly Replacing

Many fashion categories operate around the idea that customers should continually move on to the newest release. CHNKS has adopted a different approach.

The company actively collects feedback from customers and uses those insights to refine its products. Improvements can involve fit, comfort, materials, durability, packaging, and other elements of the ownership experience.

This creates a development process where customers influence what comes next.

The company’s Affogato sneaker provides a strong example. The signature product has sold out and been restocked six times, demonstrating sustained customer demand. Rather than relying solely on a one-time launch moment, the product has continued to attract buyers because of its perceived value and everyday appeal.

Repeat Customers as a Measure of Trust

Over the last two years, CHNKS has served more than 10,000 customers across India. Nearly 30 percent of its orders come from repeat buyers.

For a growing footwear company, repeat purchasing can be an important indicator because it demonstrates that customers are willing to return after experiencing the product.

It also reflects the brand’s broader belief that customer retention should be earned through product performance rather than driven purely through promotional activity.

In this sense, CHNKS views each purchase as the beginning of a relationship rather than the conclusion of a marketing campaign.

Recognition Without Depending on Hype

The company’s growth has also been accompanied by organic visibility.

CHNKS footwear has been worn by personalities such as Ali Fazal, Abhay Deol, Vir Das, Rohit Saraf, Saqib Saleem, Adarsh Gourav, Orry, and Gurfateh Pirzada. These associations have increased awareness of the brand while remaining consistent with its preference for organic discovery.

The brand has also appeared in publications including ELLE, Travel + Leisure, LBB, Nod Mag, All About Eve, Times Entertainment, and Local Samosa.

For CHNKS, this recognition supports a larger idea: a strong product can gradually find its audience without being surrounded by manufactured excitement.

Putting the Community at the Centre

The company’s identity itself reflects its relationship with customers.

The missing “U” in CHNKS is intentional. According to Rathod, the brand is incomplete without the people who wear it. Its philosophy, “Better With U In It,” represents the idea that customers should have an active role in shaping the company’s evolution.

This thinking extends to product feedback, packaging, future collections, and community initiatives.

Looking ahead, CHNKS plans to explore new silhouettes, additional colourways, carefully chosen collaborations, and stronger community-led initiatives. Yet the company’s core approach is expected to remain consistent: grow thoughtfully, listen carefully, and ensure every new product has a genuine purpose.

The journey of this Indian Sneaker Brand demonstrates that building a footwear company does not necessarily require constant hype. It can also be built through consistency, customer trust, and products that people genuinely want to wear again.

For the footwear brand CHNKS, the ambition is therefore not simply to create another sneaker label. It is to develop a lasting relationship with customers—one pair, one recommendation, and one repeat purchase at a time.

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