State of Joy strengthens India footprint with 4,000+ retail touchpoints
Benchmarks Nifty22,811.35-77.61FEATURED FUNDS★★★★★UTI Aggressive Hybrid Fund Regular Plan-Growth5Y Return8.7 % Invest NowFEATURED FUNDS★★★★★Motilal Oswal Midcap Fund Direct-Growth5Y Return18.39 % Invest NowEnter search…
Benchmarks Nifty22,811.35-77.61FEATURED FUNDS★★★★★UTI Aggressive Hybrid Fund Regular Plan-Growth5Y Return8.7 % Invest NowFEATURED FUNDS★★★★★Motilal Oswal Midcap Fund Direct-Growth5Y Return18.39 % Invest NowEnter search text:
Designed around the natural shape of the foot, Anatom is created for individuals who spend their day on the move. The collection features a wide toe-box design that allows the toes to move freely, the low heel to toe drop enables a natural stance delivering enhanced comfort throughout the day. Breathable uppers and footbeds help keep feet fresh, while the lightweight construction reduces fatigue provides lasting comfort. By combining functional design with contemporary styling, Anatom aims to make comfortable footwear an integral part of everyday life.
With the introduction of Anatom School Shoes, State of Joy extends its focus on comfort and functionality to children, It helps children achieve their true potential by keeping them fresh in spite of an arduous day in the class room and on the field and ensures that their body develops unhindered by ill fitting footwear that permanently harm their still developing bodies . The new offering reflects the brand’s commitment to developing thoughtfully engineered products that cater to the everyday needs of consumers across age groups.
“At State of Joy, every product begins with a simple philosophy—to create footwear that people genuinely enjoy wearing every day. The launch of Anatom reflects our commitment to thoughtful design, innovation and craftsmanship. With our manufacturing facility at Ambur, Tamil Nadu, we continue to build on our footwear manufacturing expertise to develop products that combine comfort, quality and value. The introduction of Anatom School Shoes marks an important milestone as we extend this philosophy to children, with footwear designed to support their everyday routines,
“State of Joy has always been driven by the belief that good footwear should combine comfort, quality and value without compromising on design. Anatom represents this approach, with a focus on thoughtful engineering and everyday functionality. Our expansion into school footwear is an important milestone as we look to reach more consumers through products that address their everyday needs. As we continue to grow our retail footprint and product offerings, our focus remains on building a strong Indian footwear brand with a clear emphasis on innovation and consumer experience,
State of Joy has sold over 5 lakh pairs of footwear and generated ₹93 crore in cumulative brand revenue from inception through August 2026, marking a significant milestone in its growth journey. The brand has set a target of ₹100 crore in annual brand revenue for FY 2026–27. Its growth is supported by a product-first approach, an expanding retail network and strategic investments in strengthening its market presence. They are supported by an early round of investment from the family who are also the founders of the apparel brand Go Colors.
With a growing distribution ecosystem and strategic partnerships, State of Joy is steadily expanding its presence across India. The brand has a portfolio of over 350 stock-keeping units (SKUs) and reaches consumers through more than 4,000 retail touchpoints nationwide. In addition to its distribution network, State of Joy is present across over 300 large-format store locations, including leading retail formats such as Centro, INC.5, Regal and Reliance Retail. These partnerships reflect the growing confidence of retail and distribution partners in the brand’s product offering, market potential and long-term growth opportunities.
As part of its next phase of growth, State of Joy is embarking on its Exclusive Brand Outlet (EBO) expansion journey, with a focus on creating immersive retail experiences that bring consumers closer to the brand. The proposed outlets will enable customers to discover the brand, explore its products and experience its design philosophy first-hand. The brand aims to establish a presence in relevant shopping destinations through high-quality retail environments that reflect the way its consumers live, shop and spend their leisure time. By combining accessibility, contemporary design and an engaging in-store experience, State of Joy aims to create spaces that go beyond conventional footwear retail.
The brand’s expansion strategy is driven by a growing network of distributors, retail partners, large-format stores and strategic collaborators across the country. Its presence spans key markets, including Mumbai, Ahmedabad, New Delhi, Kolkata, Hyderabad, Chennai, Kochi and Bengaluru, while its distribution strategy covers Tier 1 and Tier 2 cities, with plans to expand into Tier 3 markets. By strengthening its partnerships and identifying the right locations and retail environments, State of Joy aims to build a wider, more responsive and sustainable retail ecosystem.
Founded by industry veterans Pullela Gopalakrishna Bachi and Dasari Raju Ramesh, who together bring decades of footwear manufacturing expertise, State of Joy has established itself with a product-first philosophy. Rather than following fleeting trends, the brand focuses on engineering footwear that delivers comfort, durability and contemporary style at accessible price points. Its growing product portfolio and expanding retail network reflect its continued efforts to make thoughtfully designed footwear accessible to consumers across India.
The brand continues to build on its distinctly Indian identity, combining functional innovation with contemporary style. Its marketing strategy is rooted in authenticity, supported by digital campaigns featuring Indian athletes, creators and actors, while maintaining a transparent pricing philosophy without inflated discounts or exaggerated claims.
With the launch of Anatom and the introduction of Anatom School Shoes, State of Joy continues to strengthen its position as an innovation-led Indian footwear brand. Backed by growing consumer reach, strategic funding, an expanding product portfolio and a strengthening retail ecosystem, the brand aims to redefine everyday comfort while pursuing its next phase of business expansion across India.
Disclaimer - The above content is non-editorial, and TIL hereby disclaims any and all warranties, expressed or implied, relating to it, and does not guarantee, vouch for or necessarily endorse any of the content.
Add as a Reliable and Trusted News Source Add Now!
(You can now subscribe to our Economic Times WhatsApp channel)
(This article is generated and published by ET Spotlight team. You can get in touch with them on [email protected]) Read More News onState of JoyAnatomAnatom School Shoescomfortable footwearschool footwear
(You can now subscribe to our Economic Times WhatsApp channel)
Read More News onState of JoyAnatomAnatom School Shoescomfortable footwearschool footwear
State of Joy has launched Anatom, an innovative footwear collection that prioritizes comfort and practicality. This collection features Anatom School Shoes, specifically designed to meet the daily requirements of children. With an emphasis on meticulous engineering, these shoes are ideal for all-day wear. As part of its growth strategy, State of Joy plans to broaden its retail footprint across India, targeting both Tier 1 and Tier 2 markets.
As consumer preferences evolve, footwear brands are increasingly focusing on the balance between comfort, functionality and design to meet the demands of everyday life. From long hours at work to active routines and school days, the need for footwear that supports all-day wear continues to shape product innovation. In line with this shift, premium footwear brand State of Joy has launched Anatom, its next-generation comfortable footwear range designed for everyday performance and all-day living, introducing Anatom School Shoes for children for the first time. The launch marks a new chapter for the brand as it expands its portfolio with thoughtfully designed products centred on comfort, functionality and everyday needs.Designed around the natural shape of the foot, Anatom is created for individuals who spend their day on the move. The collection features a wide toe-box design that allows the toes to move freely, the low heel to toe drop enables a natural stance delivering enhanced comfort throughout the day. Breathable uppers and footbeds help keep feet fresh, while the lightweight construction reduces fatigue provides lasting comfort. By combining functional design with contemporary styling, Anatom aims to make comfortable footwear an integral part of everyday life.
With the introduction of Anatom School Shoes, State of Joy extends its focus on comfort and functionality to children, It helps children achieve their true potential by keeping them fresh in spite of an arduous day in the class room and on the field and ensures that their body develops unhindered by ill fitting footwear that permanently harm their still developing bodies . The new offering reflects the brand’s commitment to developing thoughtfully engineered products that cater to the everyday needs of consumers across age groups.
“At State of Joy, every product begins with a simple philosophy—to create footwear that people genuinely enjoy wearing every day. The launch of Anatom reflects our commitment to thoughtful design, innovation and craftsmanship. With our manufacturing facility at Ambur, Tamil Nadu, we continue to build on our footwear manufacturing expertise to develop products that combine comfort, quality and value. The introduction of Anatom School Shoes marks an important milestone as we extend this philosophy to children, with footwear designed to support their everyday routines,
“State of Joy has always been driven by the belief that good footwear should combine comfort, quality and value without compromising on design. Anatom represents this approach, with a focus on thoughtful engineering and everyday functionality. Our expansion into school footwear is an important milestone as we look to reach more consumers through products that address their everyday needs. As we continue to grow our retail footprint and product offerings, our focus remains on building a strong Indian footwear brand with a clear emphasis on innovation and consumer experience,
Live Events
State of Joy has sold over 5 lakh pairs of footwear and generated ₹93 crore in cumulative brand revenue from inception through August 2026, marking a significant milestone in its growth journey. The brand has set a target of ₹100 crore in annual brand revenue for FY 2026–27. Its growth is supported by a product-first approach, an expanding retail network and strategic investments in strengthening its market presence. They are supported by an early round of investment from the family who are also the founders of the apparel brand Go Colors.
With a growing distribution ecosystem and strategic partnerships, State of Joy is steadily expanding its presence across India. The brand has a portfolio of over 350 stock-keeping units (SKUs) and reaches consumers through more than 4,000 retail touchpoints nationwide. In addition to its distribution network, State of Joy is present across over 300 large-format store locations, including leading retail formats such as Centro, INC.5, Regal and Reliance Retail. These partnerships reflect the growing confidence of retail and distribution partners in the brand’s product offering, market potential and long-term growth opportunities.
As part of its next phase of growth, State of Joy is embarking on its Exclusive Brand Outlet (EBO) expansion journey, with a focus on creating immersive retail experiences that bring consumers closer to the brand. The proposed outlets will enable customers to discover the brand, explore its products and experience its design philosophy first-hand. The brand aims to establish a presence in relevant shopping destinations through high-quality retail environments that reflect the way its consumers live, shop and spend their leisure time. By combining accessibility, contemporary design and an engaging in-store experience, State of Joy aims to create spaces that go beyond conventional footwear retail.
The brand’s expansion strategy is driven by a growing network of distributors, retail partners, large-format stores and strategic collaborators across the country. Its presence spans key markets, including Mumbai, Ahmedabad, New Delhi, Kolkata, Hyderabad, Chennai, Kochi and Bengaluru, while its distribution strategy covers Tier 1 and Tier 2 cities, with plans to expand into Tier 3 markets. By strengthening its partnerships and identifying the right locations and retail environments, State of Joy aims to build a wider, more responsive and sustainable retail ecosystem.
Founded by industry veterans Pullela Gopalakrishna Bachi and Dasari Raju Ramesh, who together bring decades of footwear manufacturing expertise, State of Joy has established itself with a product-first philosophy. Rather than following fleeting trends, the brand focuses on engineering footwear that delivers comfort, durability and contemporary style at accessible price points. Its growing product portfolio and expanding retail network reflect its continued efforts to make thoughtfully designed footwear accessible to consumers across India.
The brand continues to build on its distinctly Indian identity, combining functional innovation with contemporary style. Its marketing strategy is rooted in authenticity, supported by digital campaigns featuring Indian athletes, creators and actors, while maintaining a transparent pricing philosophy without inflated discounts or exaggerated claims.
With the launch of Anatom and the introduction of Anatom School Shoes, State of Joy continues to strengthen its position as an innovation-led Indian footwear brand. Backed by growing consumer reach, strategic funding, an expanding product portfolio and a strengthening retail ecosystem, the brand aims to redefine everyday comfort while pursuing its next phase of business expansion across India.
Disclaimer - The above content is non-editorial, and TIL hereby disclaims any and all warranties, expressed or implied, relating to it, and does not guarantee, vouch for or necessarily endorse any of the content.
Add as a Reliable and Trusted News Source Add Now!
(You can now subscribe to our Economic Times WhatsApp channel)
(This article is generated and published by ET Spotlight team. You can get in touch with them on [email protected]) Read More News onState of JoyAnatomAnatom School Shoescomfortable footwearschool footwear
(Catch all the Business News, Breaking News and Latest News Updates on The Economic Times.)
...moreless(You can now subscribe to our Economic Times WhatsApp channel)
Read More News onState of JoyAnatomAnatom School Shoescomfortable footwearschool footwear
(Catch all the Business News, Breaking News and Latest News Updates on The Economic Times.)
...morelessStories you might be interested in
Source: Economic Times — Cons. Products ↗
Figures reflect the source report and its stated period. This article is for information and is not investment advice.
