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 […]
The Indian baby and kids aisle has historically asked you to pick from two columns. International brands priced like they were meant for someone else’s currency. Or domestic options where “functional” was the kindest available adjective. Somewhere in the last few years, a quieter shift has been happening. Lunchboxes designed from a five-year-old’s perspective. Strollers […]
The Indian beauty aisle has spent decades solving for fair skin, generic fragrances and ingredient lists that read like a chemistry exam. A few founders looked at that and decided they had better ideas. Some are rebuilding the category around Indian skin tones. Some are going back to Ayurvedic ingredients and doing the work to […]