India’s population has surpassed that of China, making it the world’s largest, yet its ecommerce sales remain relatively small compared to other developed economies. Big growth is expected in the country’s ecommerce market.
A challenge for foreign brands entering the Indian market is that they must comply with the country’s laws that protect native sellers. However, some homegrown Indian brands have found success by appealing to the country’s growing middle class.
Homegrown Brands on the Rise
One such brand is Blue Tokai, a 13-year-old coffee company that has transformed its roasted coffees into a 240-store chain. By emphasizing a premium experience and pricing coffee 25% less than competitors, Blue Tokai has appealed to price-conscious urbanites.
The company’s success has led to a cultural shift in the country’s coffee market, with other brands following suit. Third Wave Coffee, Sleepy Owl, and Rage Coffee are among the companies that have been influenced by Blue Tokai’s approach.
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Transparent and Quality-Focused
Minimalist, a beauty and personal care brand launched in 2020, has won over younger adults with its transparent and quality products. The company lists ingredients on packaging and educates shoppers about those components, building a loyal customer base among educated buyers.
Minimalist’s success has caught the attention of big players, with Hindustan Unilever acquiring 90% of the company for $350 million in 2025. By manufacturing in-house, selling directly to consumers, and maintaining a tight portfolio, Minimalist has avoided common pitfalls in the beauty and personal care industry.
Another homegrown brand, Snitch, has found success in the men’s fast-fashion market. Launched in 2019 as a B2B seller, the company pivoted to online D2C sales in 2020, which now account for 90% of its total revenue.
Disrupting the Luggage Market
Mokobara is disrupting India’s luggage and accessories market, which is dominated by legacy brands VIP, Samsonite, and Safari. Since its launch in 2020, Mokobara has focused on stylish, quality travel bags at accessible prices, tapping into the whitespace between cheap and high-end alternatives.
Mokobara’s focus on modern travelers seeking design aesthetics and quality materials has proved successful, with revenue reportedly growing 20-fold since 2022. The company has expanded its sales channels to include marketplaces and its own stores, and offers 30-minute “quick commerce” delivery.
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These homegrown brands have demonstrated an understanding of the Indian market and its consumers, offering products that appeal to the country’s growing middle class. As the Indian ecommerce market continues to grow, they will evolve and adapt to changing consumer preferences.
India’s growing middle class, comprising roughly half of its 1.46 billion population, is driving demand for products that offer a mix of quality, affordability, and style. Gen Zs and Millennials, who make up a significant portion of this demographic, are increasingly seeking out brands that offer unique experiences and products that resonate with their values.
They are looking for brands that provide a premium experience at an affordable price, which is why companies like Blue Tokai have been successful.
India’s ecommerce market is expected to experience big growth in the coming years, driven by the increasing demand from the growing middle class.
