Innovating Kids’ Footwear: Satyajit Mittal’s Aretto Journey on Shark Tank India

Aretto is a shoe brand that specializes in children’s footwear. They offer innovative and comfortable shoes for kids that are designed to support natural foot growth and development. Aretto shoes feature technologies such as SuperGroovesTM for adaptive size expansion, Aretto Squishy FoamTM for cushioning, and INFI-KNITTM for breathable flexibility. The Aretto shoes can adjust their size by up to three sizes on their own without needing anyone to change them. These shoes have a special technology that lets them grow bigger as needed. Aretto has assisted over 20,000 parents in India with these innovative shoes. Furthermore, the brand’s commitment to sustainability is evident in their production methods aimed at minimizing fabric waste.

Click here to visit official website: Aretto

Related: Licksters ₹25 Lakhs for 5% Equity and ₹ 25 Lakhs Debt Win on Shark Tank India

Satyajit Mittal, the founder, has a background in industrial and product design, holding prestigious awards and recognition, such as the RedDot Product Design Award 2021 and a Good Design Award 2019 from Japan. He is also a graduate of MIT Institute of Design with mentions in Forbes 30 under 30 Asia.

Satyajit Mittal went on Shark Tank India season 3 to talk about his footwear brand, Aretto. He shared that the brand helps parents find the right shoes for their growing kids. He explained the common problem parents face with rapidly growing kids needing frequent shoe changes. To address this issue, Aretto shoes have nature-inspired technology that can adjust sizes over three different stages. In the past 11 months, they sold over 20,000 shoes online and in stores. Aretto’s first Exclusive Brand Outlet in Pune opened four months ago and was successful.

During the pitch, Satyajit asked for INR 80 lakhs for a 1% stake in his company valued at INR 80 crores. However, despite the innovative technology and good sales, the Sharks were not pleased. They found Satyajit’s answers vague and off-topic. Vineeta Singh advised him to stick to the point. Aman Gupta asked about the shoe sizes but did not get a clear response. Peyush Bansal mentioned he bought Aretto shoes but had issues with the size being a perfect fit. Anupam Mittal was also critical of Satyajit’s overselling. In the end, Aretto did not receive any investment offers from the Sharks, leading to an unsuccessful deal.

Aretto offers highly ergonomic shoes for kids that can grow up to 3 sizes. The key innovation is a patented technology that allows the shoes to adjust to a child’s growth. In the episode, it is highlighted that Aretto has sold 20,000 shoes through their website in the past 11 months after extensive research and utilizing patented technology. The founder pitched for ₹80 lakhs for 1% equity at an ₹80 Crore valuation.

Aretto’s focus is on meeting the increasing demand for sustainable and cost-effective footwear options in the global children’s shoe market, which is anticipated to reach $48 billion by 2025. Their target audience includes parents, grandparents, and caregivers of children aged 3-12 years who are seeking durable and budget-friendly footwear solutions.

To promote their products, Aretto employs a multi-channel marketing strategy, engaging in social media campaigns, collaborating with parenting influencers, and participating in events aimed at kids. They aim to increase brand awareness by 25% in the first year through these marketing efforts. Additionally, they emphasize content and digital marketing to highlight the patented technology behind their shoes and provide educational resources on children’s foot health and growth.

Aretto’s key advantages lie in their patented technology, allowing their shoes to grow up to three sizes, thus offering prolonged use and cost-effectiveness. This positions Aretto as a leader in ergonomic and sustainable children’s footwear. While Aretto faces challenges in educating consumers about the benefits of their ergonomic growth design and changing traditional preferences for frequent footwear replacements, they have successfully addressed a critical need in the market for affordable and sustainable children’s footwear. By collaborating with pediatricians and offering trial programs or money-back guarantees, they aim to build consumer confidence. Looking ahead, Aretto plans to expand into international markets, continue innovating their design and technology, and increase their brand valuation through strategic partnerships and product line extensions.

Shark Tank India showcases a dynamic platform where aspiring business owners pitch their concepts to influential investors, hoping to gain the support and resources needed to scale their enterprises.