The Souled Store
Leadership History
1 leader · 2013 to present
Vedang Patel is the CEO of The Souled Store, in the role since 2013.
| Name | Role | From | To | Years in role |
|---|---|---|---|---|
| Vedang Patel | Co-Founder & CEO | 2013 | Present | 13 |
The Souled Store is a privately held Mumbai company founded in 2013 by Vedang Patel, Aditya Sharma, Rohin Samtaney and Harsh Lal. It sells licensed Marvel, DC, Harry Potter, anime and cricket merchandise plus its own casualwear online and in stores. It reported ~$57.1 million (₹492 crore) in FY25 revenue from operations and a ~$1.28 million (₹11 crore) profit, and its founders are reported to still hold a majority stake. The company is headquartered in Mumbai, India.
The Souled Store earns almost all of its money from selling apparel and accessories. It licenses characters from studios and rights holders such as Disney/Marvel, Warner Bros. (DC, Harry Potter), anime franchises and IPL teams, pays royalties on those sales, and designs and sources the garments itself. Licensed graphic tees and hoodies bring customers in; its own casualwear (cargos, shirts, denim, basics), footwear, innerwear and accessories raise basket size and repeat purchases. Sales happen through thesouledstore.com, its mobile app, marketplaces and company-run stores in malls. A paid membership offers members lower prices on its products. The company does not publish a revenue split by category or channel.
Co-Founder & CEO
2013 – Present
13 years (current)
Committed the company to official licensing, steered it to profitability in FY24 and led the April 2025 acquisition of Redwolf.
Co-founded The Souled Store in 2013 and leads the company with his three co-founders.
The core asset is rented: licences must be renewed and usually carry royalties and minimum guarantees, so rights holders keep negotiating leverage. Margins are thin for fashion retail (FY25 profit of ~$1.28 million (₹11 crore) on ~$57.1 million (₹492 crore) revenue), employee and marketing costs rose faster than profit in FY25, and its non-licensed casualwear competes directly with low-priced chains such as Zudio and D2C brands like Bewakoof and Snitch. Store expansion adds rent and inventory risk.
Vedang Patel is the Co-founder and Chief Executive Officer of The Souled Store, having led the company since its inception in 2013 alongside co-founders Harsh Lal, Aditya Sharma, and Rohin Samtaney.
Vedang Patel earned an engineering degree from Narsee Monjee Institute of Management Studies (NMIMS) in Mumbai. Passionate about marketing and pop culture, he chose entrepreneurship over a conventional corporate engineering career.
Vedang Patel serves as CEO leading branding, marketing, and strategy; Harsh Lal oversees offline retail expansion and business development; Aditya Sharma manages technology and digital product experience; and Rohin Samtaney directs supply chain, operations, and logistics.
Having met during their college years, the four founders built a high-trust, non-hierarchical corporate culture emphasizing transparency, creative experimentation, employee fun, and long-term value over short-term vanity metrics.
Under Patel's leadership, The Souled Store grew from a ₹5.5 lakh bootstrapped project into a ₹500+ crore omnichannel apparel leader, achieved sustained net profitability, opened dozens of mall stores, and completed the acquisition of Redwolf.
During pandemic lockdowns, when offline retail froze and supply chains halted, Patel and the leadership team pivoted to innerwear, loungewear, and digital community engagement, emerging from the pandemic with record online revenues.
Patel has consistently prioritized positive unit economics, customer love, and capital efficiency, famously refusing to burn venture money on unsustainable discounts and keeping marketing spend disciplined.
The Board includes the co-founders alongside institutional representatives from Elevation Capital, Xponentia Capital, and RPSG Capital, providing strategic governance on corporate compliance, M&A, and retail expansion.
Unlike many heavily diluted venture startups, the four co-founders still collectively retain a controlling majority equity stake in The Souled Store, ensuring complete alignment with long-term brand building.
Vedang Patel was named to the Forbes India 30 Under 30 list and has been featured across Entrepreneur India, CNBC-TV18, and The Economic Times as a pioneer of the modern Indian D2C consumer revolution.
The Mumbai headquarters is designed as an open-plan creative studio filled with arcade games, comic books, and superhero murals, encouraging employees to be genuine fans who wear and test the merchandise they design.
Patel aims to scale The Souled Store into a multi-billion-dollar global lifestyle brand, proving that an Indian youth brand can create world-class products, dominate offline retail, and expand across international borders.
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