The Indian fashion aisle has historically organised itself around two things that do not particularly serve the average buyer. Mass-market labels priced for volume, where the fabric is the afterthought and the logo is the product. Or imported luxury brands priced for the 0.1 percent, which most Indians encounter primarily on airport concourses while waiting […]
The Indian wellness aisle has, for a long time, been a contest between three things. Imported supplements priced like jewellery. Ayurvedic brands with packaging that suggests they are also a 1990s tax document. Mass-market multivitamins that taste roughly like the plastic they came in. A quieter generation of brands has spent the last few years […]
The Indian baby and kids aisle has historically asked you to pick from two columns. International brands priced like they were meant for someone else’s currency. Or domestic options where “functional” was the kindest available adjective. Somewhere in the last few years, a quieter shift has been happening. Lunchboxes designed from a five-year-old’s perspective. Strollers […]