From Niche to Mainstream: How D2C Brands are Disrupting the Indian Market


The D2C model eliminates intermediaries from the traditional business model, reducing costs. In the Indian business ecosystem, more D2C businesses are satisfying customer needs while also expanding rapidly. This trend is expected to continue as more Indian D2C brands offer healthy and environmentally friendly products that cater to consumer preferences. Words like “organic,” “green,” and “plant-based” are no longer just temporary trends, but instead, are becoming increasingly common, with even established companies creating new product lines to meet evolving customer demands.

ID Fresh Food:
iD was established in 2005 with the mission of providing fresh, healthy, and delicious Indian cuisine to everyone around the world. The company maintains a commitment to traditional home-cooked food, with a focus on making cooking simple and enjoyable. Today, iD serves families in India, the UAE, and the US.

ControlZ is a fast-growing D2C sustainable brand that renews smartphones to make each device as good as new both functionally and cosmetically. It is one of its kind of start-up, dedicated to minimizing the environmental impact of mobile phones by increasing the life cycle, thus optimally utilizing a product to make it more sustainable. The brand recently announced that it has renewed 50,000 smartphones, to make them desirable for modern-day consumers.

DaMENSCH is a men’s apparel company founded in 2018 by Anurag Saboo and Gaurav Pushkar. The company offers a variety of clothing designs, including odor-canceling men’s underwear, polo t-shirts, t-shirts, hoodies, joggers, tank tops, and chino shorts. In February 2022, DaMENSCH received $16.4 million in funding from several investors.

Snitch, founded in 2019 by Siddharth R. Dungarwal, is a “Made in India, for the World” brand that is well-known for its fast-fashion approach to men’s clothing. The company offers a broad range of everyday basics, business attire, party wear, and leisurewear, as well as eccentric and wild patterns. Snitch is aiming to become an omnichannel platform by specializing in a broad range of men’s basics and fashion.

Zivame, founded by Richa Kar and Kapil Karekar in 2011, is an online and physical retailer that distributes intimates, activewear, shapewear, and sleepwear. The company generates 42% of its revenue from Tier-2 and Tier-3 cities in India. In 2020, Reliance Brands acquired a 15% stake in Zivame, and sources suggest that Reliance Industries’ retail division is interested in purchasing the entire company for $160 million. Zivame has an offline presence in more than 800 partner businesses and over 30 retail locations nationwide.