Culture Circle: 10 Key Things You Must Know

Overview

Culture Circle stands out as a pioneering platform in the luxury streetwear and sneaker market, particularly in India. Founded in 2023 by Ackshay Jain and Devansh Jain Nawal, this innovative startup operates a marketplace for luxury sneakers, streetwear, and accessories. It combines technology with fashion culture, leveraging an AI-driven product verification system and a price comparison tool that aggregates listings from thousands of verified sellers. With rapid growth and support from high-profile investors like Ritesh Agarwal and Kunal Bahl, Culture Circle is not just a marketplace; it’s a cultural movement aimed at democratizing luxury fashion for Gen Z consumers. Read on to explore ten intriguing facts about this unique platform and its growing influence in global fashion retail.

1. Founding Vision and Background

Culture Circle was co-founded in 2023 by Ackshay Jain and Devansh Jain Nawal with a vision to revolutionize the luxury sneaker and streetwear market in India. Both founders brought experience from business and technology sectors, aiming to build a community-driven platform that emphasizes authenticity and access. Their approach was to blend technology, youth culture, and fashion, creating a trusted ecosystem for buying verified luxury products. Headquartered in Gurugram, India, Culture Circle quickly positioned itself as a gateway for authentic hype and luxury products for a younger demographic.

2. Technology-Driven Authentication

A cornerstone of Culture Circle’s service is its proprietary AI-powered verification system named SourceX. This technology ensures every product sold on the platform is authenticated rigorously before reaching customers. Given the rampant counterfeiting in the sneaker and luxury fashion space, Culture Circle’s technological emphasis provides consumers with confidence in the authenticity of their purchases, helping to build trust. This system also supports their marketplace model where multiple sellers can offer the same item, but buyers receive assurance of genuine goods.

3. Extensive Marketplace and Price Comparison

Culture Circle operates as a marketplace aggregator, featuring one of India’s largest collections of authentic sneakers and streetwear by connecting users to over 4,000 verified sellers. It offers a unique price comparison feature, enabling shoppers to browse across various resellers to find the best deals. This function democratizes access to luxury goods, making it easier for consumers to make informed purchases and potentially save money by choosing the ideal seller, thereby enhancing customer convenience and satisfaction.

4. Backing by Influential Investors

In late 2024 and early 2025, Culture Circle captured the attention and support of notable investors, including Info Edge Ventures, Ritesh Agarwal (founder of OYO), and Kunal Bahl (co-founder of Snapdeal and Titan Capital). In January 2025, the startup raised a $2 million seed funding round led by Info Edge Ventures, followed by additional funding on Shark Tank India amounting to approximately ₹3 crore for 3% equity. This financial backing underscored the market’s confidence in Culture Circle’s model and future growth prospects.

5. Expansion Plans and Global Ambitions

While Culture Circle initially focused on the Indian market, the company has aggressive expansion plans. They have announced intentions to enter overseas markets starting with the UAE in 2025. Plans include broadening their product categories beyond sneakers and streetwear into other luxury fashion segments and establishing a physical retail presence with flagship stores in major cities such as Delhi, Hyderabad, Gurugram, and Mumbai, further blending online and offline shopping experiences.

6. Cultural Impact and Youth Appeal

Culture Circle is more than a retail platform; it aims to build a cultural movement around sneaker and streetwear fashion. Catering largely to Gen Z, the platform leverages social media and community engagement to set trends and inspire fans. By providing access to coveted global fashion drops and rare sneaker collections, Culture Circle taps into youth rebels’ desire for self-expression, helping redefine luxury fashion consumption in India.

7. User Experience and App Features

Their user-friendly mobile app, available on Android and iOS, integrates several customer-focused features such as an upcoming drops calendar, price drop alerts, and community connections for sneaker enthusiasts. The app also promises a seamless shopping experience with secure payments and efficient customer service. It acts as a daily cultural hub for the hype and luxury fashion crowd, emphasizing ease of discovery and authenticity.

8. Challenges and Customer Service Issues

Despite its innovations, Culture Circle has faced criticism related to delivery delays and customer service responsiveness. Some customers have reported long wait times for their orders and difficulties in receiving support or order updates. While the company actively responds on social platforms and commits to resolving complaints, these operational challenges highlight the growing pains of a rapidly scaling startup in a complex market.

9. Competitive Landscape and Market Position

Culture Circle competes in a niche but growing segment of luxury and hype fashion marketplaces, alongside global players like StockX and GOAT. However, its India-centric approach, combined with AI-based verification and a marketplace aggregator model, differentiates it locally. The startup leverages in-depth knowledge of Indian consumers and partnerships with local resellers to carve a strong position in a market just beginning to embrace sneaker culture on a mass scale.

10. Future Outlook and Industry Significance

Going forward, Culture Circle is poised to shape the evolution of fashion retail in India and beyond. Its ambition to scale globally while maintaining authenticity standards addresses a critical industry challenge. With ongoing investments, expanding product categories, and increased physical footprint, the company could influence how younger generations engage with luxury fashion—potentially inspiring new norms of transparency, technology-driven shopping, and community-based cultural movements worldwide.

Conclusion

Culture Circle highlights a compelling fusion of technology, culture, and commerce in the luxury sneaker and streetwear market. Since its launch in 2023, it has rapidly grown into a leading platform for authentic luxury fashion in India, backed by innovative AI verification, a vast curated marketplace, and influential investors. While facing operational challenges typical of fast-growing startups, its cultural resonance with Gen Z consumers and ambitious expansion plans signal a significant role in the future of global luxury retail. As sneaker culture continues to mature in new markets, Culture Circle offers an intriguing case study on blending technology, trust, and trendsetting in the fashion industry.