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 […]
At some point, someone decided that Indian snack aisles needed more maida, more palm oil, and more flavours that are technically mango but have never been within 500 kilometres of one. Nobody asked for this. It happened anyway. The good news is that a bunch of founders got quietly annoyed about it and started building […]
Six months ago I started a spreadsheet. One row per Indian D2C brand I came across. The ones in my feed. The ones friends mentioned. The ones I bought from, and the ones I almost did. By the time it hit 100 rows, I had stopped adding to it and started thinking. India has some […]