State of Joy Strengthens India Footprint with 4,000+ Retail Touchpoints and Plans for Exclusive Brand Outlets

~ Introduces Anatom School Footwear for children for the first time, expanding its portfolio of thoughtfully engineered footwear ~
Sold over 5 lakh pairs of footwear and generated ₹93 crore in cumulative brand revenue from inception through August 2026.
Targeting ₹100 crore in annual brand revenue for FY 2026–27.
Raised ₹45 crore funding from the founding family of Indian apparel brand Go Colors.
Expanded its retail presence to 4,000+ retail touchpoints nationwide, including 300+ large-format store locations.
Offers 350+ SKUs across its footwear portfolio.
Building its Exclusive Brand Outlet (EBO) network to create immersive brand experiences and strengthen its presence across Tier 1, Tier 2 and Tier 3 cities.
Chennai, India – October 12, 2026: Premium footwear brand State of Joy has launched Anatom, its next generation of comfortable footwear designed for everyday performance and all-day living, including Anatom School Shoes for children for the first time. The launch marks a new chapter for the brand as it expands its footwear portfolio with thoughtfully designed products focused on comfort, functionality and everyday living.
Designed around the natural shape of the foot, Anatom is created for individuals who spend their day on the move. The collection features a wide toe-box design that allows the toes to move freely, delivering enhanced comfort throughout the day. Breathable uppers help keep feet fresh, while the lightweight construction supports natural movement and lasting comfort. By combining functional design with contemporary styling, Anatom aims to make comfortable footwear an integral part of everyday life.
With the introduction of Anatom School Shoes, State of Joy extends its focus on comfort and functionality to children, bringing its approach to footwear design to the school footwear category for the first time. The new offering reflects the brand’s commitment to developing thoughtfully engineered products that cater to the everyday needs of consumers across age groups.
“At State of Joy, every product begins with a simple philosophy—to create footwear that people genuinely enjoy wearing every day. The launch of Anatom reflects our commitment to thoughtful design, innovation and craftsmanship. With our manufacturing facility at Thutipet, Ambur, Tamil Nadu, we continue to build on our footwear manufacturing expertise to develop products that combine comfort, quality and value. The introduction of Anatom School Shoes marks an important milestone as we extend this philosophy to children, with footwear designed to support their everyday routines,” said Pullela Gopalakrishna Bachi, Founder, State of Joy.
“State of Joy has always been driven by the belief that good footwear should combine comfort, quality and value without compromising on design. Anatom represents this approach, with a focus on thoughtful engineering and everyday functionality. Our expansion into school footwear is an important milestone as we look to reach more consumers through products that address their everyday needs. As we continue to grow our retail footprint and product offerings, our focus remains on building a strong Indian footwear brand with a clear emphasis on innovation and consumer experience,” added Dasari Raju Ramesh, Co-Founder, State of Joy.

State of Joy has sold over 5 lakh pairs of footwear and generated ₹93 crore in cumulative brand revenue from inception through August 2026, marking a significant milestone in its growth journey. The brand has set a target of ₹100 crore in annual brand revenue for FY 2026–27. Its growth is supported by a product-first approach, an expanding retail network and strategic investments in strengthening its market presence. State of Joy has also raised ₹45 crore in external funding from the founders of Indian apparel brand Go Colors, in addition to the founders’ own investments, supporting its next phase of business and retail expansion.
With a growing distribution ecosystem and strategic partnerships, State of Joy is steadily expanding its presence across India. The brand has a portfolio of over 350 stock-keeping units (SKUs) and reaches consumers through more than 4,000 retail touchpoints nationwide. In addition to its distribution network, State of Joy is present across over 300 large-format store locations, including leading retail formats such as Centro, INC.5, Regal and Reliance Retail. These partnerships reflect the growing confidence of retail and distribution partners in the brand’s product offering, market potential and long-term growth opportunities.
As part of its next phase of growth, State of Joy is embarking on its Exclusive Brand Outlet (EBO) expansion journey, with a focus on creating immersive retail experiences that bring consumers closer to the brand. The proposed outlets will enable customers to discover the brand, explore its products and experience its design philosophy firsthand. The brand aims to establish a presence in relevant shopping destinations through high-quality retail environments that reflect the way its consumers live, shop and spend their leisure time. By combining accessibility, contemporary design and an engaging in-store experience, State of Joy aims to create spaces that go beyond conventional footwear retail.
The brand’s expansion strategy is driven by a growing network of distributors, retail partners, large-format stores and strategic collaborators across the country. Its presence spans key markets, including Mumbai, Ahmedabad, New Delhi, Kolkata, Hyderabad, Chennai, Kochi and Bengaluru, while its distribution strategy covers Tier 1 and Tier 2 cities, with plans to expand into Tier 3 markets. By strengthening its partnerships and identifying the right locations and retail environments, State of Joy aims to build a wider, more responsive and sustainable retail ecosystem.
Founded by industry veterans Pullela Gopalakrishna Bachi and Dasari Raju Ramesh, who together bring decades of footwear manufacturing expertise, State of Joy has established itself with a product-first philosophy. Rather than following fleeting trends, the brand focuses on engineering footwear that delivers comfort, durability and contemporary style at accessible price points. Its growing product portfolio and expanding retail network reflect its continued efforts to make thoughtfully designed footwear accessible to consumers across India.
The brand continues to build on its distinctly Indian identity, combining functional innovation with contemporary style. Its marketing strategy is rooted in authenticity, supported by digital campaigns featuring Indian athletes, creators and actors, while maintaining a transparent pricing philosophy without inflated discounts or exaggerated claims.
With the launch of Anatom and the introduction of Anatom School Shoes, State of Joy continues to strengthen its position as an innovation-led Indian footwear brand. Backed by growing consumer reach, strategic funding, an expanding product portfolio and a strengthening retail ecosystem, the brand aims to redefine everyday comfort while pursuing its next phase of business expansion across India.
For More Information:
Website: www.stateofjoy.in