The premier one-stop luxury fashion marketplace in India, Culture Circle, made a spectacular debut in Hyderabad with a high-octane launch party that featured cutting-edge fashion, celebrity glitz and an exciting auction! Top celebrities and fashionistas wanting to visit the premier location for purchasing genuine Indian shoes and high-end streetwear were drawn to the two-day event, which marked a turning point for the city’s luxury sector. Here’s an exclusive interview for the same that celebrates its second store launch after its successful debut in Delhi, further solidifying its dominance in India’s premium fashion sector with Devansh Jain Nawal, Co-founder & CEO of Culture Circle.
How do you strike a balance between your platform’s promised accessibility and the exclusivity of high-end fashion?
We’ve redefined luxury accessibility by connecting buyers with verified global sellers through our tech-driven supply chain, which eliminates unnecessary markups while maintaining product rarity. Culture Pay allows customers to build collections through affordable EMIs, such as Yeezys at Rs 699 monthly or Jordans at Rs 499, without compromising authenticity. Our physical stores, including Hyderabad, create immersive experiences where customers interact with products that were previously only available online. We’re not making luxury less exclusive—we’re removing artificial barriers.
Although Hyderabad has a long history of fine craftsmanship, it hasn’t historically been thought of as a center for streetwear. Why did you decide to expand to Hyderabad?
Despite not having a physical location, Hyderabad had one of the highest per-order values on the platform, indicating a sophisticated but underserved market. Hyderabadis understand quality and invest in it and witnessing young professionals fusing global streetwear trends with traditional aesthetic sensibilities to create something distinctively Hyderabadi. The auction results confirmed this: expensive items found eager buyers, demonstrating that Hyderabad isn’t just ready for luxury streetwear—it’s hungry for it!
How does it balance the seemingly opposing consumer mindsets of luxury fashion, which is frequently about classic investment pieces and streetwear?
Because we believe that these attitudes are complementary rather than antagonistic, we have designed it to support them. The platform provides classic luxury investments as well as limited-drop hype releases. The data reveals Gen Z customers genuinely blend both approaches—they’ll invest in a vintage Rolex while seeking the latest Travis Scott collaboration. The SourceX technology offers historical pricing information, authenticity verification and potential appreciation forecasts to assist customers in making well-informed decisions. This gives consumers the ability to carefully approach every purchase, whether it be as a long-term investment or a cultural moment.
Counterfeiting is a common problem in the resale and streetwear market. How does an AI-powered verification system operate?
The in-house AI verification system compares more than 200 data points on each product, such as material textures and stitch patterns, to our database of verified products using computer vision. Every seller is subjected to stringent KYC verification and we keep an extensive database of known distributors of counterfeit goods. With the five-step verification badge system, which is visible to all users, we have established transparency beyond technology and we guarantee the authenticity of every purchase with a money-back guarantee. Building trust requires more than simply verification; it also requires continuously providing genuine goods.
The auction during the Hyderabad launch saw frenzied bidding for sneakers, watches and collectibles. Do you see this format as a sustainable and increasing aspect of luxury retail in India?
The core elements of luxury culture—exclusivity, camaraderie and shared passion—are tapped into via auctions. The enthusiasm during the Hyderabad auction proved that this format is quite popular in India! For rare items, we incorporated time-limited in-app auctions, setting up appointment-based bidding in our physical stores and designing “Dutch auction” forms in which prices decrease until an item is claimed. While guaranteeing fair market value, these arrangements generate excitement. In the end, auctions turn transactions into unforgettable experiences, which is precisely what emerging luxury buyers look for in brands.
Previously unimaginable for India’s sneaker and streetwear industry, the event featured an auction of a Rs 1.2 crore Patek Philippe and a Rs 22 lakh Rolex Hulk. What can we infer from these figures on the changing attitudes of Indian luxury buyers?
These numbers show that Indians’ perceptions of luxury purchases have fundamentally changed from ostentatious consumption to thoughtful collecting. Luxury buyers today conduct in-depth research, comprehend the values of the global market and view purchases as both an investment and a passion. Authenticity is more important to them than just brand names and quality is more important than quantity. Additionally, the high bidding shows that domestic luxury platforms are becoming more and more trusted. Because Indian customers trust authentication procedures and value the community experience we offer around these purchases, they no longer feel pressured to purchase expensive goods overseas.
High-profile guests at the event included Rana Daggubati, Naga Chaitanya and Sobhita Dhulipala. How important is celebrity affiliation?
Paid endorsements are not as important to us as real ties. At our debut, the celebrities were real fans and clients who value what we’re creating! Indian celebrities are increasingly influencing the fashion of high-end streetwear and local film industries are creating their own unique aesthetics. We’re witnessing the emergence of fascinating partnerships between foreign businesses and Indian celebrities, producing goods that appeal to consumers locally while remaining globally competitive. In order to create an ecosystem where Indian superstars may create global trends rather than merely follow them, the website gives these influencers a safe place to interact with fans and possibly start their own collections.
Where does Culture Circle proceed from here?
We’re deliberately expanding to four additional stores across important Indian metros within 12 months while simultaneously building our overseas presence, starting with our UAE beta that will soon go public. The future isn’t online vs offline—it’s seamless integration between digital and physical. Through augmented reality, we are creating technology that enables customers to virtually try on rare items before scheduling in-store fittings. Through community features, collectors will be able to interact with other enthusiasts who share their interests and virtually display their collections. With a revenue run rate of Rs 120 crore by FY25, we hope to make it India’s first genuinely international luxury marketplace.
With Culture Circle leading the way and providing exclusive access to high-end labels like Dior, Fendi, Prada, Gucci and Jacquemus, as well as brands like Nike, Yeezy, Jordans and Dunk Low, the event cemented Hyderabad’s status as a hub for luxury fashion and hype sneakers! Stay tuned.
