Direct-to-consumer (D2C) brands are fundamentally reshaping the way Indians shop, bringing about a new era of retail defined by convenience, personalization, and digital innovation. From fashion and beauty to electronics and home decor, D2C brands are winning the trust of digital-first Indian consumers—and 2025 is shaping up to be their biggest year yet.
What Is the D2C Model—and Why Is It Growing in India?
The D2C model allows brands sell directly to consumers through online platforms, removing the need for third-party sellers or physical retail chains. This approach gives companies full control over pricing, branding, customer service and logistics.
In India, this model has gained massive traction due to:
- Increased internet and mobile usage.
- Affordable digital marketing on platforms like Instagram and YouTube.
- The demand for niche, personalized products.
- Growth in digital payments and logistics tech.
India’s E-Commerce: Driving the Rise of D2C Brands
India’s e-commerce industry is expected to surpass $200 billion by 2026, and D2C is a major contributor to this rise. With Gen Z and millennial consumers demanding unique products and experiences, D2C brands are perfectly positioned to meet these evolving expectations.
Platforms like Shopify, WooCommerce and logistics enablers like ClickPost have made it easier than ever to launch and scale D2C businesses—even from small towns.
Top Direct To Consumer (D2C) brands in India, including Clothing, Home Decor, Accessories, Health and Wellness, Beauty and cosmetics
Bombay Shirt Company
Bombay Shirt Company is India’s first D2C custom-made shirt brand, founded in 2012 in Mumbai. They offer a made-to-measure experience online, combining rich fabrics—from cotton, linen, and silk—to smart customizations like collars, cuffs, monograms, and fit tailored by their FitSmart sizing algorithm. The brand operates with a zero-inventory model, crafting each shirt only after it’s ordered, and has grown into an omnichannel D2C retailer with over 20 stores across India (plus Dubai and New York) while maintaining a strong e-commerce presence. Their product range includes formal, casual, printed, and specialty fabrics with a focus on sustainability and personalization.
Bewakoof
Founded in 2012 by Prabhkiran Singh and Siddharth Munot, Bewakoof is an Indian D2C lifestyle brand based in Mumbai and Bangalore. It started with quirky, pop-culture-inspired T‑shirts targeted at millennials and Gen Z, quickly scaling through in‑house production, social‑media–driven marketing, and a vertical model that cuts out middlemen. Backed by Investcorp and TMRW (Aditya Birla), the brand reached roughly ₹250 cr in FY22 revenue, with ambitions of ₹2,000 cr by 2025. Beyond apparel, it now offers activewear, beauty, accessories, and mobile covers. Known for affordability, creativity, and sustainability, Bewakoof blends youthful design with efficient D2C operations—making expressive, affordable fashion accessible across India.
DaMENSCH
DaMENSCH, founded in Bengaluru in 2018 by Anurag Saboo and Gaurav Pushkar, is an Indian D2C men’s essentials brand offering premium innerwear, loungewear, tank tops, T-shirts, shorts, and outerwear. The brand emphasizes sustainability—using responsibly sourced cotton, bamboo fibres and eco‑friendly packaging—while pioneering innovations like odour-fighting “Deo‑Soft” and thermoregulating “Neo‑Skin” fabrics. Its signature “500‑Day” wardrobe line offers a unique durability warranty, pushing against fast fashion. Sold via its website, app, marketplaces (Amazon, Flipkart, Myntra) and growing offline presence, DaMENSCH has rapidly expanded across India, supported by Rs 122 Cr Series B funding.
Bombay Trooper
Bombay Trooper is a Mumbai‑based D2C brand, launched in 2013, aimed at travelers, adventurers, and eco‑conscious explorers. They offer a diverse range of travel‑inspired apparel and gear, including their signature “Hoppers” (versatile, free‑size pants in 100+ designs), multi‑utility cargo pants, activewear featuring 4‑way stretch and quick‑dry fabric, and artful graphic tees showcasing India’s landscapes. Their accessories are equally innovative—upcycled canvas backpacks and messenger bags made from recycled military tents—and they use sustainable materials like recycled PET, bamboo, lyocell, and plastic‑neutral production. Commemorating a decade in 2023, Bombay Trooper revamped its brand identity and launched a Plastic Neutrality Program, pledging to remove 1 kg of ocean plastic for every kilo sold.
Chumbak
Chumbak is an Indian D2C homeware and accessories brand founded in 2009 by Shubhra Chadda and Vivek Prabhakar in Bangalore, originally selling quirky souvenir magnets. From there, it has evolved into a vibrant homegrown label celebrating Indian culture through colorful, design‑driven products—ranging from home decor, furniture, kitchenware, apparel, accessories to stationery and gifting items. With early success in social media storytelling and bold retail aesthetics, its first flagship store opened in Indiranagar in 2014. Acquired by GOAT Brand Labs in 2023, Chumbak is now part of a portfolio aiming to scale revenues to ₹500 crore by 2025. Today, Chumbak boasts over 50 stores across India and a strong online presence—cementing its status as a modern, culturally inspired brand with global appeal.
Pepperfry
Pepperfry is a pioneering Indian D2C furniture and home decor brand, founded in 2011 by former eBay executives Ambareesh Murty and Ashish Shah, headquartered in Mumbai with a blend of online and offline presence. Its curated “managed marketplace” model enables small merchants to showcase products, which are quality‑checked and shipped via its logistics arm. As of 2023, the company operates over 40 company‑owned studios and 140+ franchise studios, alongside several warehouses. Known for its omnichannel strategy, AR‑enabled visualization tools, and warm, bohemian‑inspired offices, Pepperfry continues to innovate in omnichannel retail. With accelerating revenues and an eye on IPO, it remains a top player in India’s furniture space.
Sage Living
Sage Living, founded in 2018 by Keerthi Tummala in Hyderabad, is a women-led D2C brand offering luxury furniture, lighting, mirrors, and décor. It evolved from a B2B background into a B2C e-commerce platform in 2020, emphasizing a seamless dialogue between modern design and traditional craftsmanship. The brand partners with over 35 manufacturers across materials—wood, metal, stone, glass—and in 2021 founded its own bespoke atelier in Bangalore to deepen control over its craft. Recent collections pay homage to India’s cultural heritage, like Mahabharata-inspired pieces weaving epic narratives into contemporary design. Sage Living blends material diversity, creative innovation, and artisanal excellence.
Alicia Souza
Alicia Souza is a Bengaluru-based “happiness illustrator” turned D2C brand, offering a whimsical assortment of lifestyle gifts and accessories. Inspired by her doodles, she started by showcasing products at local exhibitions before launching her online store. The brand’s cheerful catalogue spans planners, calendars, desk accessories, stationery, custom photobooks, mugs, fashion items and kids’ keepsakes—all adorned with quirky characters and playful designs. Operating under Alicia Souza Studio (part of Futurewagon Pvt Ltd), it ships internationally, offers free domestic delivery over ₹999, and maintains a small Bengaluru-based manufacturing and team setup.
Baaya Design
Baaya Design is an award‑winning D2C design consultancy and retail experience brand founded in 2009 by Shibani Dasgupta Jain and based in Lower Parel, Mumbai. Blending traditional Indian crafts—like Brass Dokra, Lippankam clay‑mirror work, Thikri, copper enameling and Bengal Pattachitra—with contemporary aesthetics, the brand creates bespoke art installations, furniture, lighting and décor for residential, corporate and hospitality spaces. With a strong B2B and B2C presence, Baaya crafts immersive environments in partnership with architects and artisans, empowering rural communities while preserving material craftsmanship. Their Mumbai experience centre doubles as a storefront and consulting studio, offering both ready‑to‑purchase collections and customized design services.
Wooden Street
Wooden Street is a Jaipur-founded D2C home‑furniture and décor brand, launched in 2015 by Lokendra and Virendra Ranawat along with Dinesh Pratap Singh. The company offers a wide array of solid‑wood, engineered‑wood, modular furniture, lighting, and home furnishings, available through its online platform and 100+ experience stores across India. Built on customization and quality, it blends traditional Indian craftsmanship with modern design, allowing customers to personalize dimensions, finishes, and styles . With a robust in‑house manufacturing base, expansive warehousing, and centralized logistics, it promises fast delivery and service support via 350+ delivery centers.
DailyObjects
DailyObjects is an Indian direct‑to‑consumer (D2C) lifestyle accessories brand founded in 2012 by Pankaj Garg and Saurav Adlakha. Based in New Delhi, it offers a designer-led range of mobile and laptop cases, bags, power banks, and everyday essentials that blend functionality with aesthetics. In September 2024, DailyObjects secured a US $10 million Series B round—led by 360 ONE Asset and existing investors—to expand distribution, scale manufacturing, innovate designs, and grow its team. As of June 2025, it’s pursuing ₹100–150 crore (US$11.7–17.6 million) to bolster its supply chain and further its market presence.
Neeman
Neeman’s is an innovative D2C footwear brand blending comfort, sustainability, and style. They craft eco‑friendly shoes using responsibly sourced materials—like non‑mulesed Merino wool—and emphasize ethical production and gentle sheep treatment. Their design philosophy centers on versatile footwear that you can “wear anytime, anywhere”. While primarily online‑focused, Neeman’s also has a physical presence with stores in Berlin Centro malls in Hyderabad and Bengaluru, allowing hands‑on experience. Beyond product quality, they deliver a refined unboxing experience, highlighting their attention to packaging and customer delight.
Noise
Noise (also known online via Gonoise.com) is a leading Indian D2C (direct‑to‑consumer) brand focused on affordable smart wearables and audio products. Offering smartwatches with AMOLED or round displays, Bluetooth calling, and Alexa built-in, along with a wide range of earbuds—including ANC and gaming models—Noise caters to diverse lifestyle needs. Proudly made in India, the brand emphasizes stylish design, fitness tracking capabilities, and voice assistant integration, all at competitive price points. Through its own e‑commerce platform and offline stores, Noise delivers a seamless shopping experience, capitalizing on its direct connection with consumers to innovate rapidly and stay close to user feedback.
CaratLane
CaratLane, founded in 2008 by Mithun Sacheti and Srinivasa Gopalan, is a pioneering D2C and omnichannel jewellery brand in India. Born to make fine and diamond jewellery affordable and wearable daily, it launched online-first before opening its first store in Delhi in 2012. In 2015, it partnered with Tanishq (Titan Company), gaining strategic support and accelerating its reach—now spanning 300+ stores across 100+ cities. Known for innovation like virtual try‑on, home trials, and lightweight 9 ct collections, CaratLane leans into millennial preferences, blending convenience, quality certifications, and design. Recent reports show 24% revenue growth in FY25 (₹3,583 cr), with expansion plans including US and Dubai.
Indigifts
Indigifts is a Jaipur‑based D2C gifting brand founded in 2017 by Nitin and Divya Jain. They design over 5,000+ unique products—from plantable “Seed Rakhis” to quirky cushions and tech accessories—marrying contemporary utility with traditional Indian art. With 2 million+ units sold, they serve both personal shoppers and over 2,000 corporate clients like TATA, ITC, 3M and Axis Bank. Indigifts also empowers more than 300 artisans across India via its Vocal‑for‑Local CSR initiatives. Featured on Shark Tank India, it blends “swag & sanskar” to offer memorable, culturally‑rooted gifting experiences.
Bluestone
Bluestone, founded in 2011 by Gaurav Singh Kushwaha in Bangalore, is one of India’s leading digital‑first D2C fine‑jewellery brands. With over 7,000+ designs across gold, diamond, platinum, and gemstone pieces, the brand combines in‑house craftsmanship and cutting‑edge technology to personalize purity, colour, and clarity per customer preference. Bluestone operates a seamless omnichannel model—200+ offline experience centres complement its robust online platform—and offers certified jewellery with lifetime exchange, buyback, free shipping, and a 30‑day return policy. Supported by significant funding, it transformed trust in online fine jewellery shopping.
Lenskart
Lenskart, founded in 2010 by Peyush Bansal, Amit Chaudhary, and Sumeet Kapahi, is a leading D2C eyewear brand headquartered in Gurugram, India. It operates as a vertically integrated eyewear company—designing, manufacturing (via its Bhiwadi, Rajasthan plant), distributing, and retailing glasses through its website, app, and over 2,000 offline stores across India and international markets. Known for innovations like virtual try‑on tech, home eye tests, and its Gold membership, Lenskart has democratized affordable, stylish eyewear for millions. Backed by investors like SoftBank, Temasek, and ADIA, it’s now valued at around $5 billion.
Lenskart
Lenskart is an Indian direct‑to‑consumer (D2C) eyewear brand founded in 2010 by Peyush Bansal, Amit Chaudhary and Sumeet Kapahi. Headquartered in Gurugram, it’s a vertically integrated company that designs, manufactures, and retails prescription glasses, sunglasses and contact lenses via its website, app, and over 2,000 stores across India and international markets. With an in‑house factory at Bhiwadi producing up to five crore glasses annually, Lenskart blends technology—like virtual try‑ons and home eye‑checks—with physical retail to offer affordable, stylish eyewear. Backed by investors such as SoftBank, Temasek and ADIA, it’s valued around US$5 billion and is preparing for an IPO.
Wakefit
Wakefit is a Bengaluru-born D2C brand founded in 2016 by Ankit Garg and Chaitanya Ramalingegowda, driven by a mission to democratize quality sleep in India. It began with engineered sleep products—orthopaedic memory-foam mattresses, dual-comfort variants, and 7‑zone latex—supported by a 100‑day risk‑free trial and competitive pricing. Built on a direct‑to‑consumer model, Wakefit manufactures in Bengaluru and sells online (via its own site and marketplaces) and through company experience centres nationwide. Expanding into ergonomic furniture—from bed frames to study tables—it has serviced over 500,000 customers across 19,000+ pin‑codes and is now preparing for an IPO.
Sleepyhead
Sleepyhead is a Bengaluru‑based direct‑to‑consumer (D2C) home lifestyle brand founded in 2017, best known for its innovative “bed‑in‑a‑box” mattresses aimed at millennials and Gen Z. It has rapidly grown into one of India’s fastest‑growing D2C mattress brands, expanding its portfolio to include sofas, recliners, beds, and home décor. In FY 2021–22, Sleepyhead doubled revenue to ₹150 crore and raised around ₹200 crore in funding. The brand offers free delivery, 100‑night trial, and 5‑year warranty, blending stylish design, convenience, and quality under one roof.
Cosmix
Cosmix is a Bangalore-based D2C wellness brand founded in 2019 by Vibha Harish and Soorya Jagadish, offering clean, plant‑based supplements created by herbalists. The brand’s flagship products include “No‑Nonsense Plant Protein,” clinically‑formulated with gut‑friendly herbs and all nine essential amino acids to support energy, muscle recovery, and blood‑sugar control. Cosmix also offers targeted wellness blends like “Feel Good Skin” and “Bring Me Bliss,” designed to enhance skin health and combat stress using super‑herbs and adaptogens. Featuring certifications from GMP, FSSAI, USFDA, and HACCP, Cosmix emphasizes transparency, clean ingredients, and holistic wellness, serving over 80,000 customers.
Boldfit
Boldfit is a rapidly growing D2C fitness and athleisure brand founded in 2018 by Pallav Bihani in Bangalore, under Sasvat Omnicare Pvt Ltd. It began with two yoga mats and has since expanded to over 400 SKUs spanning fitness equipment, apparel, accessories, supplements, and footwear. In FY 24, it generated about ₹140 crore in revenue, reaching profitability and aiming for a ₹300 crore run rate by FY 25. In late 2024 it secured $13 million (~₹110 crore) in Series A funding led by Bessemer Venture Partners, with Indian cricketer KL Rahul joining as investor and brand ambassador. Boldfit’s mission: affordable, high‑quality fitness gear for India’s mass market.
Bombay Shaving Company
Bombay Shaving Company is a leading Indian D2C grooming brand founded in 2015–16 by Shantanu Deshpande, headquartered in Gurugram. It offers a stylish range of men’s grooming essentials—from razors, trimmers, and shaving kits to skincare, bath care, hair and beard oils, and fragrances—all infused with natural ingredients and “superfoods”. The company emphasizes a premium shaving experience, including pre- and post‑shave products, and eco‑friendly innovations like their Made‑in‑India Sensi 3 razor. Available exclusively online and via major marketplaces, their offerings boast clean formulations (no sulfates, parabens), cruelty‑free credentials, and positive customer acclaim across India.
Mamaearth
Mamaearth, founded in 2016 by Ghazal and Varun Alagh under Honasa Consumer Pvt Ltd, is a celebrated Indian D2C personal-care brand based in Gurugram. It began with safe, toxin-free baby products and rapidly expanded into skincare, haircare, body care, and makeup, offering over 300 natural, Made Safe™ certified items. Emphasizing “Goodness Inside,” the brand combines eco-friendly formulations with transparent sourcing and strong digital-first marketing. By the early 2020s, Mamaearth became Asia’s first Made Safe-certified beauty brand and ranks as India’s #3 skincare player. Today it sells across e‑commerce, offline pharmacies, and its own website.
Plum Goodness
Plum Goodness is India’s pioneering 100% vegan, science‑first D2C beauty brand, merging research-backed actives with botanical ingredients across skincare, haircare, makeup, and fragrance lines. Founded in 2013 as the “Hello Aloe” moisturizer debut, Plum has grown through significant milestones—Series A, B, and C funding rounds, retail expansion (10+ stores, presence in 300+ cities), and international reach across 15 countries. Highlights include PETA certification, cruelty‑free formulations, sustainable packaging, and initiatives like recycling (“Empties4Good”), and social programs (“Project Blackboard”). Known for cheerful branding (“we have chemistry”), Plum continues to innovate inclusive, eco‑friendly beauty solutions that deeply resonate with customers.
Sugar Cosmetics
SUGAR Cosmetics is an award‑winning Indian D2C beauty brand, launched in 2015 by IIT‑IIM alumni Vineeta Singh and Kaushik Mukherjee with just two products. They started digitally, building a cult following among millennials and Gen Z with vibrant, high-performance, cruelty‑free makeup tailored to Indian skin tones — from long‑wear lipsticks and smudge‑proof kajals to foundations and eyeshadows. Manufactured across Germany, Italy, India, the USA & Korea, SUGAR emphasizes quality and inclusivity. Today it’s present in thousands of retail outlets and continues its omnichannel push. The brand’s empowering ethos and bold aesthetic have turned it into a leading name in India’s beauty industry.
Conclusion
Direct-to-consumer (D2C) brands are quickly changing how people shop in India. These brands use digital platforms, smart marketing, and a good understanding of what today’s customers want. As a result, they offer high-quality and personalized products in areas like fashion, wellness, home décor, and tech accessories—without the need for middlemen. Popular names like Bombay Shirt Company, Bewakoof, DaMENSCH, Chumbak, and Lenskart show how D2C brands make shopping easier and more transparent, while also helping new business owners grow.
As India’s digital infrastructure continues to expand and younger generations seek unique, value-driven experiences, the momentum behind D2C brands shows no signs of slowing. With continued investment in technology, sustainability, and customer engagement, D2C brands are poised to not only redefine shopping in India but also set new benchmarks for innovation and inclusivity in the global retail arena. The future of Indian retail is direct, digital, and distinctly consumer-first.
