Published on: April 2026
COMET SHOES: NAVIGATING SCARCITY-DRIVEN HYPE AND SCALABLE GROWTH IN INDIA’S D2C SNEAKER MARKET
Dr. Shivani Shah
Article Status
Available Documents
Abstract
This case explores the growth journey of Comet, a rapidly emerging direct-to-consumer (D2C) sneaker brand in India. Positioned at the intersection of affordability and exclusivity, Comet leverages limited-edition “drop culture” and digital engagement to build a strong connection with Gen Z consumers. As demand increases, the company faces two critical strategic dilemmas: whether to continue its scarcity-driven model or scale production for broader market reach, and whether to maintain its D2C focus or expand into offline and marketplace channels. The case provides insights into branding, consumer behavior, and channel strategy, enabling learners to apply marketing frameworks to evaluate growth decisions in a competitive and evolving market context.
How to Cite this Paper
Shah, S. (2026). Comet Shoes: Navigating Scarcity-Driven Hype and Scalable Growth in India’s D2C Sneaker Market. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.492
Shah, Shivani. "Comet Shoes: Navigating Scarcity-Driven Hype and Scalable Growth in India’s D2C Sneaker Market." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.492.
Shah, Shivani. "Comet Shoes: Navigating Scarcity-Driven Hype and Scalable Growth in India’s D2C Sneaker Market." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.492.
Search & Index
References
- D2C Insider. (2026). Comet enters online marketplaces with Myntra partnership, marking new phase in D2C growth. Retrieved from https://pulse.d2cinsider.com
- Indian Retailer Bureau. (2025). Comet accelerates growth with 303% revenue jump in FY25. Retrieved from https://www.indianretailer.com
- Snackfax. (2025). From ₹7.3 Cr to ₹29.1 Cr: How D2C sneaker brand Comet scaled 4X in its first full year. Retrieved from https://snackfax.com
- TechStory. (2025). Comet sneakers sprints ahead in FY25 with 4X revenue growth. Retrieved from https://techstory.in
- BW Retail World. (2026). Sneaker brand Comet makes e-commerce debut on Myntra. Retrieved from https://bwretailworld.com
- ANI. (2026). Culture-led sneaker brand Comet makes its e-commerce debut on Myntra. Retrieved from https://theprint.in
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78–93.
Ethical Compliance & Review Process
- •All submissions are screened under plagiarism detection.
- •Review follows editorial policy.
- •Authors retain copyright.
- •Peer Review Type: Double-Blind Peer Review
- •Published on: Apr 23 2026
This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.