---
title: 'The Souled Store Selects Unlimit to Support High-Demand Product Launches'
description: 'India’s largest pop culture brand, The Souled Store, has deployed a payment solution from Unlimit, a global financial infrastructure company, across its website and mobile app. The integration is designed to support payment performance during spikes in transaction volumes around new product launches, exclusive drops and seasonal sales. Supported payment methods include Unified Payments Interface (UPI), net banking, credit cards and debit cards.'
url: 'https://www.unlimit.com/blog/press-release/the-souled-store-selects-unlimit-to-support-high-demand-product-launches/'
image: 'https://cdn.unlimit.com/wp-content/uploads/2026/09/24081044/2026-09-Partnership-The-Souled-Store.jpg'
language: en
published: '2026-11-02T09:03:49+00:00'
modified: '2026-11-02T09:03:50+00:00'
categories:
  - 'Press Release'
---

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# The Souled Store Selects Unlimit to Support High-Demand Product Launches

The Souled Store serves a large customer base through collections inspired by movies, television, anime, sports and music. New releases and limited-edition drops can generate intense bursts of customer demand. During the recent Spider-Man collection launch, Unlimit supported payment acceptance across the retailer’s website and app as traffic peaked.

Ashish Kumar Mishra, VP Technology at The Souled Store, said: “Our customers move quickly when new collections and exclusive launches go live, so we need payments to perform consistently at peak demand. We chose Unlimit to provide the infrastructure and support required across our website and app as the business grows.”

Irene Skrynova, CEO of Global Payments at Unlimit, said: “For retailers built around product launches, payment performance directly affects how effectively customer demand converts into completed sales. At peak volumes, every unnecessary point of friction at checkout risks losing a purchase. Our role is to provide payment infrastructure that keeps pace at those critical moments.”