DripUp: Empowering Sneaker Culture and Business Success

• ByStartupStory     |    July 20, 2023

In an exclusive interview with Startup Story Media, we had the privilege of speaking with Aaman Shah, an exceptionally young and insightful entrepreneur who embarked on his business journey at the age of 16. Aaman, an Indian native, has established his company, DripUp, with a global presence in the USA, India, and Canada, majorly targeting the youth demographic. DripUp operates on marketplace friendly online platforms such as Instagram (@dripup.ww), WhatsApp, and Facebook, capitalizing on the ever-growing trend of sneakers.

Aaman Shah shared his fascinating story of how he found himself immersed in this business venture. Recognizing that only a true sneaker aficionado could thrive in this industry, he delved deep into understanding why people are willing to spend lakhs on coveted pairs of sneakers by Nike, Jordan and other sneaker brands. It was during his travels outside Gujarat that Aaman gained exposure to this thriving trend. Aaman started his journey with his 2 friends, Dhruv and Mufiq and it took him on a quest for knowledge about the latest sneaker trends, adapting himself to the ever-evolving landscape. Moreover, as an independent student with international exposure, he quickly realized the immense financial potential tied to these ongoing trends.

What set Aaman apart was his personal journey from being a customer to becoming a reseller. This firsthand experience allowed him to witness the remarkable growth of the Indian sneaker market. With 2020 as a turning point, Aaman seized the opportunity to establish DripUp, confident that it would yield significant growth. Intriguingly, he mentioned a fun fact: individuals were willing to spend a staggering 15 lakhs on pairs originally retailed at around 15 thousand. This astonishing revelation for their exclusivity further ignited his passion for the business.

Aaman Shah’s entrepreneurial voyage epitomizes the brilliance and resourcefulness of the Gen Z generation. Despite being students, these young entrepreneurs fearlessly pursue their own innovative business ideas. DripUp, centered around the enduring sneaker trend and leveraging the power of online platforms, is poised for remarkable success. Aaman Shah stands as a shining example of the entrepreneurial spirit of his generation, leading the way in the ever-expanding world of sneakers.

Nurturing Trust and Overcoming Challenges

During our interview with Aaman Shah, he highlighted an unfortunate situation that has emerged in the sneaker business. According to him, some people have entered this industry solely for the purpose of making money, disregarding the cultural significance that was once associated with it. Aaman, however, expressed his genuine passion for both the culture and financial aspect of the business, believing that the two can coexist harmoniously.

Aaman also discussed a prevalent challenge in the industry: fraudulent transactions. The business operates on a pre-payment basis, and many customers have fallen victim to scams where their payments are taken but the products are never shipped or go missing. Aaman himself recently experienced a similar setback. However, he displayed wisdom beyond his years by accepting such losses as a normal part of the business. He stated that losses and gains are inevitable, and his focus remains on improvising and establishing new goals.

Other significant challenges in the sneaker industry include shipping time, purchasing, inventory tracking, and ensuring authenticity. Aaman acknowledged the difficulty of juggling his academic responsibilities with the demands of the business. However, he made a wise decision to find a balance and has now effectively managed both aspects. Aaman’s dedication to customer satisfaction is evident on his Instagram page, where he proudly displays reviews from each and every customer he has served, thereby fostering trust among his clientele.

Despite the challenges faced by the industry, Aaman Shah’s com

mitment to the sneaker culture and his adaptability to overcome obstacles demonstrate his resilience and determination as a young entrepreneur.

DripUp’s Growth Amidst Soaring Market Demand

Aaman Shah revealed the undeniable addiction people have for sneakers, evident in the lockdown purchases of sneakers worth 10 lakhs. In 2020, the sneaker market reached a value of 5 billion, set to soar to a massive 30 billion in near future. Aaman leveraged this tremendous growth potential to shape his business strategies, emphasizing its sustainability due to the billions invested by enthusiasts. When discussing DripUp’s trajectory, Aaman attributed the surge in sales to the exclusivity factor during the COVID-19 period. However, he acknowledged a decline in 2022, attributing it to the influx of profit-focused resellers. Aaman predicted that as the recession intensifies in late 2023, these resellers would struggle to sustain themselves, as their primary aim is to make a quick profit with limited information.

Reseller with a Sneaker Culture Focus: DripUp’s Unique Approach

DripUp’s uniqueness lies in its approach as a reseller, according to Aaman Shah. While profitability is necessary in a business, they also prioritize the sneaker culture. Aaman maintains strong relationships with customers by offering competitive pricing and minimum profit margins, particularly for genuine collectors and customers. They provide expedited shipping options at an additional cost. DripUp exclusively sources premium products such as Yeezy, Jordans, and Nike, known for their brand value and higher price range, avoiding regular readily available products. These limited-edition pairs are often sold by resellers. Aaman Shah leads a team of three, including Mufiq and Dhruv, who manage operations in Canada and India, respectively. Each team member possesses distinct skills: Aaman excels in communication and backend work, Mufiq looks after the authenticity and sourcing, and Dhruv handles accounting and inventory management.

From Modest Beginnings to Market Success: The DripUp Journey

Aaman Shah revealed that DripUp began with a modest investment of Rs. 30,000, gradually growing to Rs. 50,000 and beyond, with healthy profit margins. Instagram (@dripup.ww) has been their primary platform for conducting business, but recently they started utilizing WhatsApp broadcasting to mitigate potential account blockages and glitches on social media apps. Aaman expressed plans to shift fully to WhatsApp in the future to provide a better customer experience. DripUp has expanded its offerings to include premium watches like Rolex, Patek Philippe, and Audemars Piguet. Aaman maintains a separate Instagram account to source products from various countries, including Hong Kong, Singapore, UAE, America, and India.

When asked about the willingness of customers to spend significant amounts, Aaman attributed it to the principles of supply and demand. Those involved in the sneaker business have insider knowledge about product launches, and the items sell out within seconds. As a result, customers often have limited options and are more likely to purchase from a trusted source.

DripUp’s journey showcases how they started small but managed to scale their business successfully. By leveraging social media platforms and adapting to market trends, Aaman Shah and his team have positioned DripUp as a trusted source for sneakers and premium watches.

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