Transitioning from the construction and IT industry to the fashion-forward world of sunglasses, Satish and Ganesh's journey is a tale of calculated risks and clear vision. What began as a business importing sunglasses from overseas, became a fast-growing brand with its own manufacturing unit in Delhi. With Flipkart as their digital launchpad, the duo’s commitment to quality and competitive pricing saw orders skyrocket from a handful to thousands daily. Read to know how tenacity and innovation is transforming a small venture into a formidable pan-India brand.
What began as a casual experiment with sunglasses became the spark for a thriving business and a bold vision for two Delhi cousins. In 2010, Satish Aggarwal left his job in construction and took a risk – importing and reselling sunglasses. It was a niche market then, far from the online boom it would later become. Three years later, in 2013, his cousin Ganesh Sharma joined him.
Ganesh, a tech-savvy engineer, brought more than just fresh perspectives – he was deeply curious about how online marketplaces worked and saw potential in the growing digital landscape. With his insights and Satish’s groundwork, the cousins began thinking bigger. They soon decided to move beyond import and resale, setting up their own manufacturing unit to design and produce sunglasses under their own brand.
Read to know how Satish and Ganesh decided to make a strategic pivot that would soon illuminate their path to becoming a pan-India brand.
From Resellers to Brand Builders: How Two Cousins Owned their Vision
“Satish had started the business in 2010 by importing sunglasses and selling them offline. I joined him in 2013. At that time, we did not have a brand or a manufacturing unit, and we supplied the products to resellers in the market,” says Ganesh.
After a few years of working as distributors for major brands, Satish and Ganesh decided it was time to build something of their own. That thought became the spark behind Elligator, the brand Satish and Ganesh launched in 2014.
“If we worked under another brand, we’d always be paying commissions, with little control,” says Ganesh. “Launching Elligator let us connect directly with customers and take our products across India on our own terms. We launched the online brand in 2014, but we were still importing sunglasses until 2017, when we took the leap into manufacturing.”
For their big digital debut, they needed a platform that was quick to get started with and easy to navigate. “Flipkart was the obvious choice,” Ganesh adds. “I found the seller panel intuitive and the listing process smooth. It felt like we could hit the ground running.”
Starting with just 50 SKUs, the cousins focused on one thing: great quality at an affordable price. “Orders started trickling in – 40 a day at first, then 300. Today, we handle close to 5,000 orders every single day,” says Ganesh. “It’s a huge milestone for us.”
The Big Billion Days Sale played a big role in that leap. “Our numbers jumped 4 times during the sale,” Ganesh shares. “That’s when we saw what was really possible.” What started with 50 products in 2014 has grown into a catalog of over 3,000 and counting.
Made, Not Sourced: Elligator’s Defining Leap into Production
The shift from importing sunglasses to manufacturing them in-house was a defining chapter in Satish and Ganesh’s journey – one that demanded both courage and commitment. Until 2017, their operations relied entirely on sourcing from abroad. But with their eyes set on building a truly homegrown brand, they made the bold decision to take control of production. It was far from smooth sailing.
“We were completely new to manufacturing. Even basic tasks like glass cutting were unfamiliar territory,” recalls Ganesh. “There were setbacks and steep learning curves. But with the right training and a lot of trial and error, we slowly got better. Our products began to have the finish and quality we had always envisioned.”
Today, Elligator runs like a well-oiled machine. The brand’s manufacturing unit, located in Delhi, is staffed by a dedicated team of 15 who handle everything from assembly to finishing. Meanwhile, a 30-member team at the head office manages operations – from order processing and quality checks to packaging and customer support – ensuring that each pair of sunglasses reflects the brand’s growing reputation for affordability and reliability.
Scaling the Dream: Elligator’s Plan for Every Indian City
While Elligator quickly carved a name for itself with affordable, stylish sunglasses, Satish and Ganesh’s ambitions stretch far beyond eyewear. “We launched Elligator with the vision that one day, our products would be available in every city,” says Ganesh. “We have achieved that via e-commerce and now, we’re working on expanding offline by opening franchises in new cities.”
As the business grows, the duo is also gearing up to add more product categories under their belt like footwear, jewellery, and even clothing. “We’ve always wanted to be brand owners, not just sellers under someone else’s name,” Ganesh adds. “Our long-term goal is to build a presence in every Indian city, both online and offline. That’s the kind of roadmap we’re committed to.”
