Located in the heart of Agra, Attitudist is making waves in the footwear industry.
With a customer base of over three lakh and a whopping revenue of approximately Rs 25 crore in FY23, they’re not just changing the game, they’re redefining it.
The driving force behind this remarkable journey is Haritima Mishra, a 21 year old visionary entrepreneur.
Haritima Mishra is not just stitching shoes together, she’s weaving a tale of compassion and fashion.
Haritima Mishra: A Story of Compassion and Fashion
Haritima’s journey is every bit as compelling as her business.
Having grown up in Agra, she observed the challenges faced by small-scale leather artisans. The pandemic compounded their struggles, as they fell prey to unfair trade practices.
Haritima, however, didn’t just stand by, she took action.
Fueled by a desire to drive change, she embarked on a journey that straddles both empowerment and style.
“My goal was to uplift artisans without harming animals in the process. Hence, the concept of stylish, affordable footwear using vegan leather was born,” shares Haritima Mishra.
ATTITUDIST: Where Compassion Meets Commerce
With the support of her brother, Shivam Mishra, a master of performance marketing, and her sister-in-law, Sneh Verma, a fashion aficionado from NIFT, Haritima launched ATTITUDIST in 2020. An online, direct-to-consumer vegan footwear brand that caters to style and ethics.
In a relatively short span of three years, ATTITUDIST has captivated over three lakh customers, dispatching approximately 30,000 orders each month, and proudly reports a revenue of Rs 25 crore in FY 22-23.
Haritima Mishra’s journey into entrepreneurship was not a conventional one.
Initially pursuing a medical degree, she felt a calling elsewhere.
“Living in a city famed for its leather goods, the use of animal leather and the struggles artisans encountered struck a chord with me. I felt compelled to make a change,” she shares.
Vegan Leather: The Future of Footwear
Vegan leather, Attitudist’s primary material, offers more than just an animal-friendly alternative.
It boasts durability, affordability, and an impressive environmental footprint, making it the ideal choice for the eco-conscious customer.
Launching an online footwear brand is no small feat. Yet, with effective performance marketing and innovative designs, Haritima Mishra and her team hit the jackpot.
They bootstrapped their business using their collective savings, setting their mark on the industry.
In the competitive landscape of brands like Neeman’s and Paaduk’s, Attitudist holds its ground, primarily focusing on men’s formal shoes.
Their inclusive price range from Rs 999 to Rs 3,000 ensures that they cater to a broad audience.
Artisans at the Heart of Attitudist
Abdul Qahaar, a veteran artisan with over 40 years of experience in footwear manufacturing, attributes his business transformation to Attitudist.
“Working with Attitudist has redefined our operations. Not having to hold inventory has allowed us to focus on growth and expansion,” he shares.
Haritima Mishra sees real success in the Rs 12 crore that Attitudist generated for fellow artisans last year.
She emphasizes the brand’s policy to allocate 50% of the revenue to artisans, a substantial contribution to their prosperity.
The Future of Attitudist and the Vegan Footwear Market
As they look ahead, Attitudist has big plans. They aim to strengthen their online presence, branch out to platforms like Amazon, Flipkart, and venture into offline retail.
The Indian market stands on the brink of a vegan footwear revolution. With the global vegan footwear market size estimated at $157 billion in 2020 and expected to reach $300 billion by 2030, Attitudist is poised to stride ahead.
So there you have it. The extraordinary journey of Attitudist, embodying the spirit of compassion and stylish fashion one step at a time.
Here’s to a new era of mindful fashion.
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