Bachi Pullela, known for his successful manufacturing business acquired by Tata Group, is now launching State of Joy, a footwear brand that emphasizes cultural relevance and performance tailored for Indian consumers. Pullela believes that the Indian market is ready for shoes designed for anatomical fit and peak performance, moving away from the aesthetic-driven models of global giants. State of Joy aims to create a community around its brand, celebrating originality and kindness, which Pullela sees as core Indian strengths. The brand is committed to a hybrid retail model, maintaining a significant offline presence with over 3,000 stores, while also embracing e-commerce. Pullela's strategy focuses on providing high-quality products that resonate emotionally with consumers, rather than merely serving as commodities. By integrating cultural elements like music and art, State of Joy aims to foster a deeper connection with its audience, ensuring long-term brand equity. Pullela is also focused on achieving sustainable profitability, steering clear of the cash-burn model prevalent among many direct-to-consumer brands.