#21 How does Capsul think about community building?

Hey,

It’s Farheen, again!

I'm super excited to kick off a brand-new series under shreemail called 'The Recap Room'.

In this cozy corner of the newsletter, I’ll dish out my hot takes + favourite insights from the past episodes of That’s What Shree Said, Shreevar's podcast which features 58 episodes packed with insights around pop culture, marketing, and brand building.?

It’s high time these gems get the love that they deserve IMO.

In the first edition of ‘ The Recap Room’ I am revisiting one of my personal favourite conversations, episode 52, with Bhavisha and Meenakshi, co-founders of Capsul .

What is Capsul?

In their long stint at Puma; Bhavisha Dave and Meenakshi Singh , learned the importance of building a community around the brand.?

They were part of a team that pushed creative boundaries, being a part of key initiatives like the award-winning Puma Social Club in 2013/14.

To be fair, this project wasn’t about selling products—it was about creating a space where people could hang out, connect, and form friendships.?

This vibe is precisely what Capsul is about, and then some.

Founded in 2019, Capsul is India’s first international multi-brand streetwear retailer.

Capsul is a treasure trove of limited-edition apparel, accessories, collectibles, and even some snazzy home decor, all under one roof.?

As of 2024, they have stores in Bengaluru, Ahmedabad, and Mumbai.

When I listened to Bhavisha and Meenakshi’s podcast episode, these are some things that stood out to me.

Streetwear: Threads of Culture

Streetwear is more than just a fashion choice, is what I figured.

It’s a culture and a form of self-expression.

It blends art with fashion, with every piece telling its own story.?

At the heart of this culture lies sneakers, an important element that is quite literally the base of this movement.

The Power of Pop-Ups: Fostering Connections

Capsul has embraced pop-ups as a dynamic strategy to enhance brand engagement and community connection.

"We're building communities, not cults." - Bhavisha Dave

These temporary events serve not just as retail spaces but as vibrant hubs for creativity and interaction, which is really important for streetwear brands.

By teaming up with local artists and influencers, Capsul makes each pop-up feel fresh and exciting.

Some of India's freshest labels and F&b brands have debuted their stuff through these pop-ups.

Listening to the founders talk about building community through their pop-ups was really inspiring.?

In fact, it aligns perfectly with what we’re doing at Content & Coffee.?

We’ve seen so many attendees connect and collaborate on projects after meeting at our events. It’s amazing to see those relationships grow and reminds us of the power of creating a space where people can come together and spark new ideas.

How Long Will They Say No?

Their candid reflection adds layers to the often-romanticized journey of startup life.?

It wasn’t just about curating a 'cool brand.'

It was about persistence in the face of scarcity—resources, time, and sometimes, belief from outsiders.

Not many Indians cared about streetwear half a decade ago. Things have changed now.

“Every ‘no’ is just a pit stop on the way to 'yes” - Bhavisha Dave

Listening To Feedback Is An Art.

In a crowded market, filtering valuable feedback is essential.?

Capsul focuses on the folks who truly 'get them' for feedback collection.

This principle not only refines their decision-making but also reinforces the notion that genuine connections with their community are pivotal in shaping the brand's direction.

This targeted feedback approach betters product development while increasing brand loyalty.

When customers see their input reflected in the brand's evolution, they feel a sense of ownership and belonging.?

You want to be a part of something bigger than you.

The Indian Streetwear Market Is Diverse

"If you go to certain places in Ludhiana or Kanpur, everyone is dripping in street wear. It's kinda crazy." - Meenakshi Singh

It's tempting to think that BOM/BLR/DEL is the capital of streetwear in India.

But Meenakshi opines that it's not as binary as this. While the volume may be higher in the Big 3 cities, in percentage terms, smaller cities have been beating expectations consistently.

Streetwear is an aspirational yet accessible product for many, and a way of tapping into global subcultures.

Cities in the North East, which have always been fashion forward, continue to be big hubs for streetwear.

The Means, Not The End.

Unlike most apparel founders, Meenakshi and Bhavisha aren’t running after a repeat rate of 40-45%.

“Cash flow keeps the lights on, but community is what fuels our passion.”

While a 40-45% repeat rate is the ultimate goal ('end') for many founders, Meenakshi and Bhavisha take a refreshing approach by focusing on the 'means'—community building.?

By prioritizing genuine connections, Capsul creates an environment where customers feel seen and valued.

When customers are emotionally invested in a brand, they don’t just return for the products; they return for the sense of belonging and shared identity.

They've done this time and again.

In fact, Shree tells me that the reason this episode happened in the first place was because he fell in love with the brand's vision after buying a couple of products and ended up chatting with Bhavisha at the Bengaluru store.

Aaand those were some moments from the podcast that stood out to me, hope you liked reading this piece!

BTW: If you're a founder/brand marketer who needs some help with content or culture marketing, do get in touch with Shree.

Until next time,

Farheen.