Co-owner of the rising brand Urban Theka, Sidak Singh Thakral has turned a passion for Punjabi culture and fashion into a global phenomenon. Sidak has collaborated with major artists, including designing custom outfits for Sidhu Moose Wala. With franchises in Australia, Canada, and the USA, his brand continues to expand internationally, showcasing the rich essence of Punjab on a global stage.

Sidak Singh Thakral is the co-owner of Urban Theka, a popular Punjabi merchandise brand that blends the rich heritage of Punjab with modern fashion trends. Sidak explains that Urban Theka’s mission is to capture the essence of Punjabi culture and bring it to life through their unique products, especially clothing. The brand is designed to reflect Punjabi pride, with every item deeply rooted in the region’s cultural identity.

While Urban Theka primarily deals in clothing, they also offer a wide range of merchandise, including coffee mugs, beer mugs, posters, stickers, and more. These items give customers the opportunity to bring a touch of Punjabi culture into their everyday lives, whether at home or on the go.

Urban Theka has grown beyond its humble beginnings at Elante Mall and now boasts franchises in Brampton (Canada), Australia, and California. Thakral shares that while they are eager to expand, they are careful in selecting the right locations and franchise partners. On any given day, they receive around 100 franchise inquiries, but Sidak Singh emphasizes that they prioritize quality over quantity.

One of the most remarkable moments in Thakral’s career was receiving a personal call from the famous Punjabi singer Sidhu Moose Wala himself. Sidhu mentioned that his friends were all wearing Urban Theka clothes and he wanted something custom-made for himself. Sidak recalls how surreal it felt to have such a renowned artist recognize his brand.

At the time, Sidhu was preparing for the release of his album ‘Moosetape’, and he wanted clothes that reflected the hip-hop legends like Tupac Shakur, Biggie Smalls, and Snoop Dogg.  Moose Wala specifically wanted designs featuring baggy clothing, bandana prints, patterned fabrics, and camouflage prints—all of which were staples of the hip hop scene. Sidak Singh, who also had a passion for that style, was thrilled by the request. Sidhu Moose Wala even mentioned that they shared the same "vibes" when it came to fashion. From that point on, Sidhu took Sidak’s number, and what started as a professional collaboration gradually blossomed into a genuine friendship.

Sidak Singh Thakral describes this collaboration as one of the biggest achievements in his career. He created an entire collection of custom outfits for Sidhu Moose Wala, and one particular design stood out. Thakral incorporated Sidhu’s thumbprint into the clothes, a deeply personal touch that made the collection unique. He shares how the idea for the thumbprint came to him one day when he was at a friend’s house. There, he noticed an artwork featuring a thumbprint of his friend’s grandfather with light surrounding it. The image stayed with Sidak, and later, while working on the collection for Sidhu, it sparked the idea to integrate a similar thumbprint design into the clothes, making the collection not only stylish but also meaningful.

When asked about the idea behind Urban Theka, Thakral shares that the inspiration came from noticing a gap in the market. He observed that many brands were creating merchandise based on Bollywood themes, but no one was focusing on Punjabi culture in a way that would resonate with Punjab’s youth or the Punjabi diaspora.

Sidak Singh recalls a significant moment that helped solidify the idea for the brand. Some NRI guests visited Elante Mall in Chandigarh and expressed that there was nothing in the mall they could take back with them that would remind them of their Punjabi heritage. This realization hit home for Sidak and his team, and they decided to fill that void by creating Urban Theka—a brand that would allow people to take a piece of Punjab with them wherever they went.

Starting small, they initially tested their concept on a smaller scale at a good location and were blown away by the positive responses they received. As more and more people—especially Punjabi singers—took notice of their products, it became clear that Urban Theka was potentially very special. The overwhelming demand encouraged them to move forward with expanding the brand.

Thakral’s passion for fashion didn’t come out of nowhere. He shares that ever since he was a child, he had a deep interest in clothing. His family used to dress him in funky, stylish outfits, and he often received compliments from friends and family. This early exposure to fashion sparked his love for style, and it became clear that fashion was something he had a natural flair for.

So, when the opportunity to start Urban Theka arose, Sidak Singh knew that this was what he wanted to do. His love for fashion, combined with his desire to represent Punjabi culture, made Urban Theka the perfect outlet for his creativity.

For Sidak Singh, it’s not just about opening more stores—it’s about ensuring that the Urban Theka brand is represented by people who share the same passion and commitment. They are currently focused on expanding further into the UK, the USA, Canada, and Australia, but only with partners who truly understand the brand and are dedicated to maintaining its integrity.

While Punjabi culture is the heart of Urban Theka, the brand has also ventured into more universally appealing collections. Sidak points out their “Social Studies” collection, which features designs that are not as heavily influenced by Punjabi culture, making it attractive to a broader clientele. The Punjabi influence is still present, but it’s minimal, ensuring that the collection resonates with people from various backgrounds.

Interestingly, during the interaction, Sidak is seen wearing a t-shirt from the Social Studies collection. He proudly explains that this line is designed to appeal to anyone, regardless of whether they connect with Punjabi culture or not.

Sidak Singh Thakral was born and raised in Chandigarh, Mohali, and his sense of style has always made him stand out. He recalls friends frequently asking him where he got his clothes from because his outfits were always unique and eye-catching. He attended Yadavindra Public School (YPS), Mohali, before moving on to Amity University, Noida, where he studied Applied Psychology.

Although Sidak admits he was more focused on having fun than studying, he believes his background in psychology has proven useful in his career. Understanding consumer behavior and how people think has helped him significantly in increasing his sales and running the business.

When asked about his role models, Sidak Singh says that he does not have a single role model but instead draws inspiration from several influential figures. He admires Steve Jobs and Sir Richard Branson for their innovation and willingness to think outside the box. He also looks up to Rick Rubin, an American music producer known for bringing out the best in people, even without formal technical skills. Sidak feels a connection to Rubin because he too believes in his ability to recognize trends and understand what people want.

On top of this, Thakral cites Sidhu Moose Wala as a huge source of inspiration. For him, Sidhu was not just an artist but a force that disrupted the Punjabi music industry. Sidhu’s music had a power that transcended typical norms, and his ability to change how the industry worked resonated deeply with Sidak. He especially admired how Moose Wala brought drill music to Punjab, something that had never been attempted before. This boldness and the drive to introduce new genres is something Sidak Thakral wants to emulate in his own work with Urban Theka.

Thakral recognizes that his strength lies in making people work, understanding the motivations of those around him, and tapping into the creative energy they possess. He humbly acknowledges that while he might not have mastered all the technical skills, he has a unique ability to identify trends and create something meaningful out of them. This ability to sense what will resonate with people is what he strives to bring to Urban Theka.

One of the quotes that keeps Sidak Singh grounded and constantly striving for more is “Stay hungry, stay foolish”, a well-known phrase by Steve Jobs. Thakral finds it powerful because it serves as a reminder to never stop learning and to always stay curious. He believes that knowledge is power, and the more you know, the more you’re equipped to navigate the business world and life in general.

Another quote that resonates with him is from Pablo Picasso: “Anything you can imagine is real.” To him, imagination is the most powerful tool, and if you can dream it, you can bring it to life.

Sidak Singh isn’t just inspired by quotes—he finds wisdom in books as well. He recently read "Steal Like an Artist" by Austin Kleon, a New York Times Bestseller. Sidak laughs as he shares that it’s a small book, something that appeals to him since he doesn’t enjoy long reads. But despite its size, the book offers profound insights about creativity. One of the central ideas of the book that stuck with him is that nothing is truly original. Every idea we have is influenced by something we've seen, felt, or experienced, often going back as far as childhood.

Sidak Singh Thakral reflects on how he used to worry that his work would look like a copy of something else. But Kleon’s book helped him realize that creativity is not about being completely unique—it’s about taking different ideas and inspirations and turning them into something new. In his view, everything we create is a fusion of ideas, experiences, and influences that shape our perception of originality.

Beyond his work at Urban Theka, Thakral has developed a growing passion for music, especially for mixing tracks like a DJ. He shares that it’s a recent hobby of his, one that has become an unexpected passion. Sidak often wonders that if he had started learning how to mix music earlier in life, he would have likely excelled by now. Nevertheless, he’s learning the art quickly and enjoying the creative freedom that comes with music.

Sidak Singh Thakral’s vision for Urban Theka is grand and ambitious. He doesn’t just want the brand to be popular in India—he wants people from outside India to feel the urge to wear Urban Theka and represent the brand. He envisions a future where individuals, regardless of their cultural background, will be proud to wear Urban Theka clothing and merchandise, embodying the fusion of Punjabi culture and global fashion.

Currently, Urban Theka has franchises in Australia, Canada, and the USA, and Thakral is laser-focused on expanding further. He has his eyes set on opening franchises in the UK and more franchises in the USA, Canada, and Australia. Sidak is quick to point out that while growth is important, the quality of each franchise is paramount. He insists that whoever runs a new Urban Theka franchise must be passionate about the brand and dedicated to maintaining its unique identity.

For those looking to start their own business, Thakral shares some hard-earned wisdom. He believes that one of the most critical things is to build your team and choose your vendors wisely and early on. A strong team and reliable vendors can make or break your business, and getting those partnerships in place as soon as possible will help avoid potential problems down the road.

He also emphasizes the importance of building a strong network. Connections matter, and promotion and marketing are key to spreading your brand’s message. Lastly, Sidak stresses the importance of establishing a clear brand language—a voice and image that your audience can instantly recognize and connect with.

Sidak Singh Thakral has one final piece of advice for anyone starting out: don’t be afraid to take bold decisions. He encourages entrepreneurs to break the mold and follow their instincts, even when others might doubt their ideas. Fear of failure can hold you back, but taking risks and doing what feels right is often the key to success.

For anyone interested in connecting with Sidak Singh Thakral or exploring opportunities with Urban Theka, Sidak invites them to reach out directly by calling him on his number 9815501234. He welcomes anyone who is serious about doing business or learning more about the brand to connect with him anytime.

For everyone’s information, Urban Theka’s flagship store is located on the second floor of Elante Mall, Chandigarh, where customers can experience the brand firsthand and shop for the latest collections.