Buying shoes for children is always a tricky task for parents. As kids grow, their shoe size changes quickly, making it difficult to keep up. Parents often find themselves replacing shoes every few months, as they outgrow them in no time. Pune-based entrepreneur Satyajit Mittal saw this common problem and decided to turn it into a business opportunity. His startup Aretto, launched in 2022, creates shoes that grow with a child’s feet, and it has taken the market by storm.
The Inspiration Behind Aretto
Satyajit Mittal noticed a big gap in the market for kids’ shoes while shopping for footwear. He found that children’s shoes often fit poorly and don’t last long due to the rapid growth of their feet. In his research, Satyajit discovered that children’s feet grow at an especially fast rate in the first few years of life. According to experts, kids under three see their foot size change every few months, and this growth continues steadily until they reach their teenage years.
With this information in mind, Satyajit began working on a solution—shoes that grow with the child’s feet, reducing the need for frequent replacements.
Research and Innovation
Satyajit didn’t jump into the business without doing his homework. He spent two years researching the anatomy of children’s feet, and consulting paediatricians and experts. His research showed that young children’s feet are wider and softer because their bones haven’t fully developed. This makes it even more crucial for their shoes to be flexible and comfortable.
Based on this, Satyajit and his childhood friend Krutika Lal, who handles Aretto’s marketing, designed a unique product. Their shoes can stretch up to 18mm to accommodate three different shoe sizes, meaning that the shoes can “grow” as the child grows. This feature, combined with comfort, flexibility, and high-quality materials, has made Aretto shoes a hit among parents.
How Aretto’s Stretchable Shoes Work
The core innovation of Aretto shoes is their stretchability. These shoes can adjust to fit the changing size of a child’s foot, providing a snug and comfortable fit for longer periods than traditional shoes. Instead of buying new shoes every few months, parents can use Aretto shoes for much longer, saving both time and money.
This innovative concept has been patented, and Satyajit’s product is now gaining popularity, not just in India but also in markets like the US and the UK.
Growth and Success of Aretto
Since launching in 2022, Aretto has seen rapid growth. Priced between ₹1800 to ₹2600 per pair, these shoes are affordable for many middle and upper-middle-class families. Within just a couple of years, the company has been able to generate significant revenue, recently earning more than ₹20 lakh in a single month. The business is growing at an impressive rate of 80% month-on-month.
Aretto’s success story is an inspiring example of how identifying a common problem and innovating a solution can lead to a thriving business. The company’s ability to tap into the international market has also expanded its reach, with its shoes now being shipped to countries like the US and the UK.
The Future of Aretto
With its strong foundation and growing popularity, Aretto is well-positioned for further growth. Satyajit and his team are focused on expanding their product range and improving the existing designs to keep up with the ever-changing needs of children’s footwear. As the brand continues to gain recognition, the potential for scaling up and increasing profitability seems limitless.
In just two years, Aretto has become a name to watch in the footwear industry, offering a smart solution to a problem faced by parents all over the world.
