Shoe Care Brand SHOEGR Secures $100,000 Pre-Seed Funding to Expand Product Portfolio

Shoe care brand SHOEGR has snagged $100,000 from startup accelerator PedalStart to grow its business. SHOEGR sells products that help sneakerheads and shoe lovers keep their footwear looking fresh.

The Mohali-based company will use the money to add more products and boost its online presence. SHOEGR already sells through Amazon, Flipkart, and its own website, hitting sales of Rs 50 lakh monthly last October.

"People spend thousands on good shoes but treat care products as an afterthought," said co-founder Anuj Sachdeva. "We're changing that mindset." He also added that, "We strongly believe that shoe care should not be seen as an afterthought, but become an integral part of one's personal grooming regime and style. Going ahead, as we continue to take strides towards making shoe care seamless, more affordable and accessible for people across all ages, we envision creating a culture where shoes are not just worn but cared for and valued."

The startup offers cleaners, protector sprays, and storage solutions to India's growing collector community. It expects monthly revenue to hit Rs 1 crore by 2026

Founded by three entrepreneurs – Saurabh Gupta, Sachdeva, and Ankit Roy – SHOEGR operates in a niche that has grown with the sneaker culture explosion in Indian metros.

PedalStart's Chintan Kalla believes the timing is right. "As expensive footwear becomes more common, specialized care isn't optional anymore," he said. "SHOEGR got in early on a trend that's just taking off."
The company faces the challenge of educating customers who traditionally haven't invested in dedicated shoe care beyond the occasional polishing of formal leather footwear.