The Souled Store
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Company History
Founded 2013 in Mumbai, Maharashtra, India
In 2013, four college friends in Mumbai—Vedang Patel, Aditya Sharma, Rohin Samtaney, and Harsh Lal—were frustrated that while they loved Marvel superheroes, Batman, and Star Wars, authentic licensed merchandise was impossible to find in India, with existing options limited to overpriced imported tees or terrible unbranded counterfeit prints that washed out in one cycle. Pooling ₹5.25 lakh of their own personal savings, they launched **The Souled Store** from a tiny shared room, pitching Warner Bros. and Marvel for official licenses. Their passion for quality cotton and genuine pop-culture fandom resonated immediately, igniting India's D2C merchandise revolution.
Vedang Patel is the Co-Founder and CEO of The Souled Store. Patel directed business strategy, secured landmark Marvel and Disney licenses, launched the 500k+ membership club, and scaled the offline retail store network.
Aditya Sharma co-founded The Souled Store in 2013, guiding brand positioning, celebrity marketing campaigns, and streetwear design aesthetics.
Rohin Samtaney co-founded The Souled Store in 2013, managing supply chain fulfillment, technology platforms, and multi-channel order orchestration.
Harsh Lal co-founded The Souled Store in 2013, spearheading the company's offline retail expansion across 35+ high-performing shopping mall boutiques.
Vedang Patel, Aditya Sharma, Rohin Samtaney, and Harsh Lal launched with ₹5.25 lakh bootstrap capital.
Became official merchandise licensee for Avengers, Batman, and Star Wars in India.
Raised first institutional venture funding from Elevation Capital (SAIF Partners).
Opened debut offline store in Bandra, achieving record sales per square foot.
Introduced paid annual subscription model, scaling to 500,000+ loyal members.
Raised growth capital with Bollywood actress Sara Ali Khan participating as investor.
Achieved annual consolidated revenue exceeding $45 million USD across retail and D2C app.
Since its establishment in 2013, The Souled Store expanded from an early-stage venture into a recognized leader in D2C Pop-Culture Apparel, Casual Streetwear, Licensed Merchandise (Marvel/Disney/Anime) & Omnichannel Fashion Retail, overcoming key market challenges.
Over its history, The Souled Store executed decisive strategic pivots toward scalable monetization and digital distribution, securing its current market leadership.
By continually modernizing operations and embracing workflow automation, The Souled Store maintains resilience through changing technological and economic cycles.