The “Made in India” Brand Story: Suresh Mansharamani on Why Indian Startups Are Leaning into Desi Identity

In India’s vibrant startup scene, a new wave of brands is emerging. They are proudly desi, deeply rooted in Indian culture , and unapologetically local. These new businesses are moving away from globalized branding and instead adopting rich Indian traditions, values, and aesthetics. It is not just a marketing trend; it is a clever strategy that resonates with the modern conscious consumer.

Rediscovering Roots

In the past, startups often adopted Westernised identities to reach a global audience. However, many are now re-telling indigenous stories. Brands like Go Desi have capitalised on nostalgia by offering traditional snacks with a modern twist. They succeed because they celebrate the simplicity and authenticity of Indian flavours, connecting with consumers who crave the comfort of familiar tastes.

Similarly, Lahori Zeera, a humble cumin-based drink, has transformed from a local favourite into a national sensation. At just ₹10, this fizzy drink blends traditional spices with a modern twist. It appeals to health-conscious individuals and anyone who misses real Indian flavours.

Crafting a Distinct Identity

Building a strong brand is crucial for startups competing in a crowded market. A clear brand image helps create a distinct personality, fostering emotional connections with consumers. This relationship builds trust and loyalty, which is key to long-term success.

Startups are now focusing on creating authentic narratives that reflect their Indian roots. By incorporating elements of Indian culture, language, and traditions into their branding, they can connect with local consumers more deeply. This approach not only differentiates them from competitors but also fosters a sense of community and pride among their audience.

Embracing Sustainability and Ethics

Indians are increasingly conscious of the ethical and environmental impact of the products and services they purchase. Startups are responding by integrating sustainability into their core values. Brands like Juice Cosmetics are pioneering clean, vegan, and cruelty-free formulas designed specifically for Indian consumers. Their transparency and ethical practices have earned them customer trust and loyalty.

Similarly, Nirmalaya has introduced a circular economy model by converting temple flower waste into eco-friendly products. This innovative approach addresses environmental concerns while aligning with spiritual and cultural values, appealing to consumers who prioritise sustainability.

Leveraging Technology for Local Impact

Technology plays a key role in extending the reach of these desi brands. Platforms like Myntra Global have made “made-in-India” products accessible to international markets, serving the Indian diaspora. Through this global exposure, startups can share their authentic Indian essence with a worldwide audience.

Moreover, collaborations between Indian manufacturers and global retailers, such as the partnership between Reliance Retail and Shein, are facilitating the export of India-made garments. This initiative not only strengthens the Indian manufacturing sector but also promotes Indian craftsmanship on the global stage.

The Road Ahead

By embracing their desi identity , Indian startups are not merely selling products—they are telling stories, preserving traditions, and fostering a sense of belonging. This cultural renaissance is more than a branding strategy; it is a movement that celebrates Indian heritage. In a world where authenticity is increasingly valued, these startups demonstrate that being proudly Indian is not only good for business but also represents the future of branding.