Shobhit Gaur, a seasoned media industry veteran turned visionary entrepreneur, has launched The Sock Street (TSS), a direct-to-consumer (D2C) lifestyle brand redefining socks as bold fashion essential. Joining the leadership team are Udit Mayor as Chief Executive Officer (CEO) and Saurabh Srivastava as Chief Business Officer (CBO). This exciting team will push the envelope in innovation, sustainability, and scaling the brand around the world.

Speaking on the future of TSS, Shobhit Gaur, Founder, The Sock Street said: “At The Sock Street, we are aiming to be a Global Sustainable organization and Redefining the Socks industry. With this vision, we want to be a 100 Cr company in the next 2 years. We are not only creating a company we are creating a movement that challenges traditional perceptions of everyday essentials. With bold ambitions and a clear roadmap for growth, we are excited to redefine what socks mean to our customers. We are aiming for rapid expansion and establishing ourselves as a world leader in the lifestyle essentials sector with plans to open 500 dark stores.”

Udit Mayor, CEO, of The Sock Street added: “I am honoured to lead The Sock Street into its next chapter of growth alongside a talented team committed to innovation and sustainability.”

Saurabh, CBO, The Sock Street concluded: “Joining The Sock Street is an incredible opportunity to drive meaningful impact through bold strategies that resonate with customers while building a sustainable future.”

About  Shobhit Gaur: From Media Veteran to Lifestyle Innovator

After a successful 20-year career in media and advertising with top agencies across Asia, Shobhit Gaur started The Sock Street in 2024 to reinvent socks from ordinary functional items into bold lifestyle pieces. With a unique background in marketing and entrepreneurship Shobhit has moved quickly in establishing TSS as one of India's promising D2C brands in its first year. In his capacity as Founder & Advisory member, Shobhit will now turn his focus on mentoring the leadership team and driving the overall strategic vision for TSS as it continues to expand in the markets and products.

About  Udit Mayor Takes Charge as CEO

Udit Mayor comes from a strong pedigree in sock manufacturing from the last 2 decades. He has been a pioneer in the sock circuit and contributed significantly to nurturing the overall category. He has been appointed Chief Executive Officer (CEO) of The Sock Street. With his expertise in brand strategy and operational excellence, Udit will lead the company’s vision for growth and execution. His leadership aims to position TSS as a category-defining brand in premium men’s socks—synonymous with comfort, performance, and sustainable fashion.

About Saurabh Joins as Chief Business Officer

Saurabh Srivastava joins The Sock Street as Chief Business Officer (CBO), bringing over 13 years of experience in digital marketing, brand building, and scaling businesses in competitive markets. Most recently leading digital marketing for Popeyes under Jubilant FoodWorks, Saurabh will oversee critical business operations—including procurement, supply chain management, finance, sales, marketing, and production—to drive profitability and sustainable growth.