Skate Supply India: Developing India’s Skating Culture
Once seen as a niche subculture existing on the margins of the sports ecosystem in our country, skateboarding is increasingly becoming a mainstream movement buoyed by the youth looking for expression and social empowerment. Its influence is slowly moulding fashion and culture.
Major metropolitan cities with growing sneaker and streetwear cultures have started adopting the skateboarding phenomenon. However, it isn’t simply restricted to the metros. We also have the beautiful Desert Dolphin Skatepark in Khempur, Rajasthan, where skateboarding is used as a tool to empower local and rural youth.
Skateboarding officially made its highly anticipated Olympic debut at the Tokyo 2020 Summer Olympics Games. Following its successful premiere, it has been elevated into a mandatory sport for the LA 2028 Olympic Games.
The Inception of an Indian Skateboard Brand
So, Jaspreet Kaur Walia and Ravinder Singh Walia, encouraged by its earlier momentum combined with a passion for the sport, decided to launch Skate Supply India. But this wasn’t simply a fever dream that struck them one night. They’ve been manufacturing skateboards for international brands since 2007, with many Olympic skateboarders having ridden boards made at their facility.
After more than a decade of building premium-quality skateboards for others, they decided that it was time to build a brand in India for India, intending to provide premium, durable equipment.
They believe that India’s next great skater is already there, and they’re just trying to build the world they’ll grow up in. But asked about their initial foray and what led them to this world, and they replied in one simple statement.
"We didn't start Skate Supply India to build a company. We started it to fix something that was broken."
They noticed a problem when they walked into shops, finding shiny boards with neon graphics, mass-produced, sold to customers who didn’t know the difference. According to them, these were simply toy boards masquerading as skateboards that hurt progression more than knees.
It propelled them to make premium-quality skateboards for Indian users. Their intimate involvement in this space has given them a different perspective on product development, right from new shapes and constructions to materials, technologies, and performance standards.
Combining this global knowledge and integrating it with India’s burgeoning sports market positions Skate Supply India as a disruptor. Apart from skateboards, they also provide apparel, sunglasses and accessories.
The Struggles and Core Mission of the Brand
When asked about their struggles, they mentioned a litany of learnings that pushed their limits and knowledge systems. For more than a decade, they were on the manufacturing side of the business, with brands as their customers. Building and selling directly to consumers is a completely different game. They had never built a website, dealt with payment gateways, run performance marketing campaigns, or managed an online-first business.
They had to learn everything from scratch. Building a great product is one thing, but communicating its value to the world is a whole different ball game. Pivoting towards a consumer brand meant learning branding, storytelling, customer service, inventory planning, digital marketing, and much more.
Beyond the profits, the units sold, and the revenue lies a deeper desire. Their core mission is to establish a vibrant skateboarding culture in India, supporting local brands and athletes. They are also working toward sending Indian skateboarders to the Olympics, focusing on creating opportunities and supporting athletes from areas like Dharavi.
Education is important, but real business is learned on the ground. No degree can truly teach you resilience, decision-making under pressure, dealing with failure, managing people, or spotting opportunities. Those lessons come from experience, and in their case, from showing up every single day and doing the work.
When asked about their biggest lessons, is that things never go according to plan, no matter how much you prepare. Challenges, setbacks and life will hit you, but sticking to your vision is the ultimate litmus test of your business.
One piece of advice they have for young customers is to be patient. Everyone wants quick results, but building a real business takes time. There is no such thing as overnight success. Another was not to take criticism personally but treat it as a gift. The businesses that survive and grow are the ones that listen, adapt, and improve.
It’s an exciting time for the sports ecosystem, but before the Olympic medals, sporting cultures are built in neighbourhoods, skate parks, where people can first discover the joy of movement. Skate Supply India is betting on India producing the next great skateboarder, but before that, it wants to create an ecosystem where such people can not only survive but thrive.