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.