By Neha Mehrotra
India is currently experiencing a sneaker revolution, driven by a vibrant Gen-Z eager to explore global streetwear brands, making sneakers an essential part of their lifestyle. At the forefront of this movement is Gaurav Tandon, a seasoned business leader who has brought Singapore’s renowned sneaker and lifestyle brand, Limited Edt, to the Indian market. As Managing Director of Limited Edt India, he is driven by a vision to establish the brand as a beacon of authenticity and exclusive collaborations in the Indian market.
In conversation with PEAKLIFE, Gaurav Tandon shares his insights into the evolving sneaker industry, his leadership philosophy, and the exciting journey of introducing Limited Edt’s authentic sneaker culture to India.
1. India is witnessing unprecedented growth in sneaker culture. What do you think is driving this change?
The sneaker culture in India has exploded because of a combination of factors—globalisation, access to international brands, and the rise of social media, which has exposed the younger generation to global streetwear trends. Sneakers are no longer just functional footwear; they’re a cultural statement. Indian consumers are embracing sneakers as part of their identity, a way to stand out, and a means of connecting with a global community. Influences from music, sports, and celebrities have also played a key role in shaping this change.
2. What trends in consumer behaviour have you observed in the Indian market, and how is Limited Edt aligning with them?
We’ve noticed that Indian consumers are becoming increasingly brand-conscious and are prioritising authenticity and storytelling over mass-market products. There’s also a growing appreciation for limited-edition drops and collaborations, as people value exclusivity and the emotional connection behind a product. At Limited Edt India, we align with these trends by curating a mix of iconic global brands and exclusive collaborations that reflect craftsmanship, innovation, and culture.
3. With Gen Z and millennials forming a large part of your target audience, how do you tailor your marketing strategies to resonate with their preferences and values?
Gen Z and millennials are digital-first, socially conscious, and deeply value individuality. To resonate with them, we focus on storytelling that highlights the cultural and emotional aspects of our products. Our campaigns are designed to be interactive and relatable, leveraging platforms like Instagram and reels to create content that’s visually compelling and authentic. We also align with their values by emphasising sustainability, diversity, and inclusivity in our collaborations and brand messaging.
4. Could you share more about your vision to make Limited Edt synonymous with craftsmanship and exclusivity?
At Limited Edt India, we believe that craftsmanship and exclusivity go hand in hand with storytelling. Every product we bring to our audience has a story—whether it’s a limited-edition sneaker with intricate detailing or a collaboration with a brand that shares our ethos. Our vision is to create a space where every purchase feels special, where customers know they’re not just buying a product but becoming part of a larger narrative. This philosophy extends to how we curate our collaborations, in-store experiences, and even our digital presence.
5. Limited Edt is known for exclusive collaborations, the most recent one being with Almost Gods. Can you tell us more about the collaboration?
The collaboration with Almost Gods was a special celebration of our 1st-year anniversary since Limited Edt’s opening in India. This partnership was deeply meaningful as it marked a milestone in our journey to establish a unique presence in the Indian streetwear culture. The design of the collaboration revolved around symbolism—featuring a volcano on the T-shirt, representing both the eruption of creativity and the front display of our store. Additionally, the name Athena, inspired by the firstborn in mythology, was chosen to signify new beginnings and our commitment to being a pioneering force in the market. This collaboration perfectly captures our shared ethos of boldness, creativity, and storytelling, making it a standout moment for us and our community.
6. Are there any collaborations lined up in the future, and can you tell us more about them?
While I can’t reveal too much at the moment, we’re always working on exciting collaborations that push the boundaries of design and creativity. We’re currently in talks with both international and homegrown brands to create projects that celebrate diversity and innovation. Stay tuned, as 2025 will see some groundbreaking releases that our audience will love!
7. What are your plans for expanding Limited Edt’s footprint across India?
We see immense potential in the Indian market and are focused on expanding our physical and digital presence. Our goal is to make Limited Edt India accessible to sneaker enthusiasts across the country. This includes opening more concept stores, hosting events, and creating online-first experiences tailored to these audiences. Our strategy revolves around fostering a deeper connection with the community, ensuring that Limited Edt India becomes synonymous with sneaker culture in India.
