For most of the last twenty years, the assumption sitting under any Indian electronics purchase was the same. The brand worth buying came from somewhere else. Sony for headphones, Apple for watches, Garmin for fitness, Swiss labels for proper analog timekeeping. Indian electronics meant cheap, cheerful and a little embarrassing to put on a coffee […]
The Indian fashion aisle has historically organised itself around two things that do not particularly serve the average buyer. Mass-market labels priced for volume, where the fabric is the afterthought and the logo is the product. Or imported luxury brands priced for the 0.1 percent, which most Indians encounter primarily on airport concourses while waiting […]
The Indian wellness aisle has, for a long time, been a contest between three things. Imported supplements priced like jewellery. Ayurvedic brands with packaging that suggests they are also a 1990s tax document. Mass-market multivitamins that taste roughly like the plastic they came in. A quieter generation of brands has spent the last few years […]