#LivingTheDream: The forces behind Comet and Anatina tell us what it takes to successfully build a brand

Toying with an idea you think has great potential? A good business concept is always followed by a leap of faith to translate into something commercially viable. Although working out the logistics can (usually) overpower dreams of rolling in piles of cash. As an entrepreneur, you often find yourself in uncharted territory, unsure what the ‘right’ answers are. Launching a start-up in a world that is rapidly evolving is no easy feat, but you have to agree there’s never been a better time to act on your instincts. 

Sneaker Culture 

Utkarsh Gupta & Dishant Daryani, Co-founders, Comet 

Cosmo: What inspired you to start your brand?

Utkarsh Gupta: Dishant and I initiated Comet in 2022 and officially launched the brand in July 2023. Before this venture, I spent two years in Chicago pursuing my master’s degree. It was during this time that I developed a profound love for sneakers. Chicago had always been at the heart of sneaker culture and provided an inspiring backdrop where I witnessed American brands elevating sneakers into pieces of art rather than mere utility items.I observed the lacklustre sneaker market in India and—inspired by the innovative strides made by other brands abroad—envisioned bringing a similar approach to the country. We aimed to view sneakers as canvases for relatable storytelling, extending the limits of design. Witnessing the rise of streetwear brands in India, I foresaw a burgeoning demand for a high-quality sneaker brand. Thus, Comet was born. We came to fill the gap and along with that, live our passion—sneakers.

C: Sneaker collaborations have become increasingly popular. What drives the success of these partnerships?

UG: The first ingredient has to be ‘fit’. Some collaborations do well naturally while others are carried by the existing hype. When the synergy between the collaborating entities is paramount, magic happens. Secondly, there must be mutual respect between the brands, with a genuine desire to highlight the best attributes of the collaborating partner. Attention to detail is crucial in ensuring that the collaboration accurately captures the essence of the partner. Take, for instance, the ‘Chunky Dunky’ collaboration between Nike and Ben & Jerry’s, where the design beautifully incorporates elements of the ice cream brand’s packaging, showcasing a reverence for the partner’s identity. In our case, our collaboration with multi-disciplinary artist Santanu Hazarika stemmed from his unique artistic expression that truly embodies our brand ethos, ‘Never Shy, Never Sorry’. 

C: How do you navigate important brand decisions collectively?

UG: I oversee branding, marketing, and product design, while my co-founder manages the supply chain, manufacturing, and logistics. By leveraging each other’s expertise and perspectives, we ensure critical brand decisions are thoroughly evaluated and aligned with our vision.

C: How do you ensure that your offerings resonate with the Indian market amidst the booming sneakerhead culture?

UG: Trends come and go, we want to create things that last. We believe in creating evergreen silhouettes that are technically sound and tailored for the Indian feet. For instance, our Comet X shoes feature a wider toe box to accommodate the wider feet common among Indians. Additionally, we differentiate ourselves by designing and crafting our soles, ensuring technical excellence and durability. 

C: How do you maintain a strong community of sneaker enthusiasts and customers?

UG: Our community thrives primarily on Instagram, where we boast a highly engaged audience. By continuously pushing the boundaries of design, introducing unique concepts, and prioritising product quality, we foster a sense of loyalty and advocacy among our customers. Our commitment to authenticity and innovation resonates with sneaker enthusiasts, resulting in rapid sell-outs during product launches solely through organic Instagram engagement. 

C: What trends and innovations do you foresee shaping the sneaker industry in the coming years?

UG: We anticipate a surge in homegrown brands entering the Indian market, driven by a focus on end-to-end product excellence. With government support for domestic manufacturing, expect advancements in Indian footwear production. Additionally, casual sneakers are poised to overshadow semi-formal styles, reflecting a broader societal shift towards comfort and versatility.

C: Share that defining moment of your business journey so far, and are there any exciting developments on the horizon?

UG: A pivotal moment for us was witnessing the overwhelming response to our unique drops, culminating in rapid sell-outs within minutes. This reaffirmed our belief in the power of storytelling and innovation in sneaker design. Looking ahead, we plan to expand our colour offerings and introduce a new silhouette later this year, further solidifying Comet’s presence in the dynamic sneaker market. 

Bags and accessories  

Aakanksha Kotawala, founder, Anatina 

Cosmo: You hail from a 200-year-old family background in jewellery. Take us through your journey of becoming a jewellery designer and what ultimately inspired you to launch your label.

Aakanksha Kotawala: What a journey it’s been! Running a jewellery brand wasn’t even on my radar despite my deep connections to the industry. I have always had a creative side, dabbling in a couple of ventures before Anatina came along. However, the pandemic provided me with an opportunity to explore my passion for design more deeply. As I delved into the world of jewellery, I realised its potential to tell stories and foster connections. This realisation spurred me to embark on the journey of founding Anatina, merging my love for design, storytelling, and entrepreneurship.

C: Walk us through the creative process of launching a jewellery brand, and what advice would you offer to aspiring entrepreneurs?

AK: Creativity for me is like diving into the depths of my mind, drawing inspiration from my experiences and surroundings. Growing up in Rajasthan, I have been immersed in a rich tapestry of art and culture, which influences my design instincts. The creative process is fluid and organic, with ideas emerging spontaneously and evolving naturally. My advice to aspiring entrepreneurs: the first rule—give that product the spotlight it deserves. Second, persistence is your superhero cape—wear it proudly! And here’s the plot twist...trust those instincts and let your design dance, even if they decide to waltz in the opposite direction of current trends.

C: How do you perceive the evolving concept of jewellery in India, and what message do you aim to convey through your brand narrative?

AK: Jewellery in India is undergoing a shift from being solely associated with special occasions to becoming an integral part of everyday life. Consumers now seek out unique and distinctive pieces that reflect their individuality. With Anatina, I aim to create timeless designs that celebrate authenticity and allow people to express their unique style and personality through their jewellery choices.

C: How does Anatina embody your vision of celebrating womanhood?

AK: Through our designs, Anatina strives to capture the diverse essence of femininity, embracing beauty in all its forms, shapes, and expressions. Whether through bold statement pieces or delicate accents, our jewellery reflects the richness and complexity of womanhood.

C: When did you realise that Anatina was fostering a genuine community through its platform and campaigns?

AK: The journey towards community building began organically as we aimed to showcase genuine beauty through unfiltered campaigns, challenging conventional standards. Over time, our commitment to authenticity garnered attention and fostered a supportive community. Encouraging messages from individuals who felt empowered by our campaigns reinforced our dedication to challenging societal norms in beauty and representation.

C: How do you ensure your jewellery is in sync with the environment? 

AK: At the heart of our brand ethos lies a commitment to ethical and sustainable practices. We meticulously source materials, ensuring they meet strict standards of responsibility. Our manufacturing processes are guided by eco-conscious methods, minimising our environmental footprint every step of the way. It is not just about creating beautiful jewellery; it is about doing so in a way that respects our planet and the people involved in every aspect of production.

C: What is the one defining moment of your business journey so far?

AK: A standout moment for Anatina was designing the Chaand Sitaara Hair Pins for Masaba’s wedding. The overwhelming response and creative styling by countless individuals not only validated our craftsmanship but also reinforced the significance of our designs in people’s lives.  

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