Why are homegrown brands on the rise?

TATA CLIQ Luxury has introduced Indiluxe by Tata Cliq Luxury featuring a curated selection of Indian clothing from homegrown brands. The DTC landscape in India has been experiencing growth, with new homegrown brands emerging regularly. Furthermore, the lockdowns served as a significant catalyst for the surge in homegrown brand popularity. Within the timeframe of the lockdowns, Shopify India witnessed a remarkable 120% increase in new merchant sign-ups in 2020 compared to the previous year, highlighting the growing trend.

Certain homegrown brands initiated their businesses by establishing a presence on Instagram, subsequently expanding their reach across various online marketplaces and developing their dedicated websites. Meanwhile, other brands adopted a more organized approach from the outset. Remarkably, a few of these brands have already expanded their influence on a global scale.

Key themes that are evident in this segment:

1. Homegrown brands are building for a niche. Paradyes are innovating by targeting younger audiences with temporary vegan dyes. In hair & skin care, brands are focusing on meeting the needs of Indian hair & skin types. The market’s abundance of choices, from imported affordable fashion to home accessories, is driving premium customers towards statement products to express their uniqueness. Homegrown brands meet this demand at premium price points.
2. The sentimental value. Entrepreneurship is gaining recognition throughout the nation, with consumers showing a strong preference for businesses that are “Made in India.” Homegrown brands are delivering end products crafted from locally sourced and manufactured raw materials.
3. The sustainable angle. Homegrown brands are emphasizing made-to-order and small-batch manufacturing. While premium consumers may not prioritize sustainability first, it’s certainly a noteworthy aspect they take pride in.
4. Homegrown brands are going global. VAHDAM® India tea, for instance, has appeared on The Ellen DeGeneres Show, collaborated with Nicole Scherzinger, and entered CVS stores. Additionally, the number of Indian sellers on Amazon’s Global Selling platform has surged by almost 30% year-on-year since January 2020.