Tracing the evolution of socks industry in India with Supersox
In the dynamic realm of fashion, socks, a once-humble item is undergoing a remarkable transformation. Spearheading this evolution is Supersox, a brand under Super Industries that redefines the very perception of socks, elevating them from mere commodities to essential fashion accessories.
A dynamic entrepreneur with a keen eye for market trends and a passion for innovation, Harsh Saraf, Co-founder, Supersox, shares his insights on this evolving sock market at IntimAsia 2025, illustrating how this everyday item is stepping into the spotlight as a statement piece.
A fundamental shift in perception
For decades, socks were relegated to the status of a basic commodity, serving a purely functional purpose. However, marking a significant shift in recent years, socks are no longer just a commodity; they are becoming a fashion statement, asserts Saraf. Going beyond mere aesthetics, this transformation reflects a broader shift in consumer behavior and expectations.
Brands like Supersox are actively educating consumers about the crucial role socks play in completing a wardrobe. Supersox educates customers on the importance of socks as an integral part of their wardrobe, emphasizes Saraf.
Emerging trends shaping the future
As the socks market expands, several key trends are driving its growth. Sustainability is a major focus, with a growing segment of consumers seeking eco-friendly options. Sustainability is something that niche customers are now looking for, and that audience is growing, notes Saraf.
Additionally, performance socks designed for specific sports, such as skiing and football, are gaining popularity, catering to those who prioritize both functionality and style.
The color palette of socks is also undergoing a vibrant expansion. Gone are the days of basic white or black; bold colors and patterns are now in vogue. There is growing demand for new colors, with neon and vibrant designs being accepted as fashion accessories, observes Saraf, highlighting the trend towards more expressive choices in sock fashion.
Navigating the evolving retail Landscape
The retail environment for socks is also undergoing a major shift. While traditional brick-and-mortar stores still account for a significant portion of sales, the rise of quick commerce and online shopping is undeniable. Acknowledging this dynamic, Saraf states, quick commerce is growing very fast in India. It's not something that any brand can ignore.
Supersox has adapted to this changing landscape by establishing a strong presence across various online platforms, including Zepto, Blinkit, Amazon, Myntra, and Flipkart. Currently, the brand’s online sales are growing at about 100 per cent Y-o-Y, reveals Saraf, highlighting the brand's success in navigating the digital marketplace. This adaptability is crucial as consumers increasingly turn to online shopping for convenience and variety.
Manufacturing and global ambitions
When discussing the manufacturing landscape, Saraf expresses confidence in India's capabilities. He believes, the country possesses the necessary infrastructure, machinery, and skilled workforce to compete on a global scale. Many large sock brands are manufacturing for leading brands across the world, he states, underscoring India's potential as a global export hub for socks.
As the sock industry in India continues to evolve, driven by changing consumer preferences and innovative retail strategies, Supersox stands as a testament to the potential of this once-overlooked accessory. Saraf's insights reveal a dynamic market that embraces not ust fashion but also sustainability and performance. With the right approach, socks are poised to become a staple in every wardrobe, transcending their traditional role and redefining what it means to be fashionable.
