The Amazing Story Of Aretto: The Pune Startup That Created Shoes That Can Stretch Up To Three Sizes

How Aretto Shoes Are Making Children And Parents Happy With Their Expandable And Comfortable Design. Entrepreneur Designs Shoes That Expand As Children Grow, Earns Lakhs/Month

Satyajit co-founded Aretto with his childhood friend Krutika Lal.

Children grow fast and so do their feet. This means that parents have to buy new shoes for their kids every few months, which can be expensive and wasteful. But what if there was a way to make shoes that can grow with the child's feet?

That's the idea behind Aretto, a Pune-based startup that has invented the world's first expandable shoes for children. Founded by Satyajit Mittal and Krutika Lal in 2022, Aretto uses patented technology to create shoes that can stretch up to three sizes and adapt to the shape of the foot. The shoes are also flexible, breathable, comfortable and podiatrist-approved.

The problem of ill-fitting shoes

According to Mittal, who is a product designer by profession, most children wear shoes that are either too big or too small for their feet. This can cause foot deformities, pain, blisters and infections. He says that he himself suffered from this problem as a child and wanted to find a solution.

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"Children do not wear the right shoes for the first ten years of their lives. Between zero and three years of age, children's feet size changes every three months, and you need roughly 15 sizes between zero and nine, before attaining final foot size at 13 years. We figured out the problem that while feet grow, their shoes do not," he says.

He also says that the Indian footwear industry does not cater to the specific needs of children's feet, which are different from adults'. "Children's feet are more flexible, sensitive and developing. They need shoes that can support their cognitive and sensory development, as well as their natural movement. Most of the shoes available in the market are either scaled-down versions of adult shoes or made of cheap materials that are harmful for the environment," he says.

The solution of expandable shoes

To solve this problem, Mittal and Lal spent two years researching and developing a technology that can make shoes that grow with the child. They came up with a three-layer system that consists of an insole, an upper and a sole.

The insole is made of memory foam that conforms to the shape of the foot and provides cushioning and arch support. The upper is made of a stretchable fabric that can expand up to 18 mm in length and width. The sole is made of rubber that is flexible and durable.

The shoes also have a Velcro strap that can be adjusted to fit the foot snugly. The strap has a colour-coded indicator that shows when the shoe has reached its maximum size and needs to be replaced.

The shoes come in five sizes that cover the age range of zero to nine years. Each size can accommodate up to three size changes. The shoes are available in different colours and styles for boys and girls.

The impact of Aretto

Aretto was launched in January 2023 and has received an overwhelming response from customers. The startup claims to have sold over 10,000 pairs of shoes in the first two months and clocked revenue worth Rs 21 lakh in March 2023.

Pune entrepreneur Satyajit Mittal

The startup also claims to have saved over 30,000 pairs of shoes from going into landfills by reducing the number of SKUs (stock keeping units) from 15 to five.

The customers have also given positive feedback about the quality, comfort and design of the shoes. Some of them have even shared videos and photos of their children wearing Aretto shoes on social media.

Mittal says that he is happy to see his vision come true and hopes to make a difference in the lives of children and parents. He says that he plans to expand his product range, distribution channels and customer base in the future.

"We want to be the go-to brand for children's footwear in India and beyond. We want to create products that are not only functional but also fun and fashionable. We want to make children happy and parents proud," he says.

Aretto is also contributing to the environment by reducing shoe waste and using eco-friendly materials. Aretto is an inspiring story of how creativity and passion can lead to success and satisfaction for everyone.