Power of Storytelling in Retail Marketing: Drive Sales

Borrowing habits in India continue to evolve as people balance immediate needs with long-term financial goals. Instead of depending solely on savings, many individuals now use credit in a planned and responsible manner. Personal Loans have become a flexible financing option for a variety of needs, from managing unexpected expenses to funding important life goals. The growth of digital lending has also made borrowing more convenient, with an online Personal Loan application offering a simpler, faster process. In 2026, Personal Loans will support a wide range of financial requirements. Here are six smart ways Indians are using them today.

1. Funding Professional Courses and Skill Development

Many professionals invest in certifications, technical programmes, and specialised training to improve their career prospects. These opportunities often require upfront payments that may not fit comfortably within a monthly budget. Rather than postponing a course, some borrowers take a short-term Personal Loan to cover course fees, examination fees, or professional certification expenses.

Several lending institutions offer loans that borrowers can consider for education-related expenses while preserving savings for other priorities. This allows individuals to continue building skills without delaying career growth opportunities.

2. Managing Medical and Healthcare Expenses

Healthcare expenses remain one of the most common reasons for borrowing. Planned procedures, diagnostic tests, and emergency treatments can create immediate financial pressure. Many families prefer to use a Personal Loan rather than withdraw money earmarked for retirement or other long-term goals. Repaying through fixed monthly instalments can also make budgeting easier.

When evaluating funding options for healthcare needs, borrowers may consider Personal Loans from financial institutions, such as Hero FinCorp, based on their individual requirements and repayment capacity. When used responsibly, a Personal Loan helps families address urgent medical needs without disrupting broader financial plans.

3. Renovating and Upgrading Homes

Home improvements often require significant spending, especially when several projects arise at the same time. Some of the common home-related expenses funded through Personal Loans are:

These improvements can increase comfort and functionality while allowing homeowners to spread costs across affordable monthly repayments. This makes renovation projects easier to plan and complete without placing excessive pressure on household savings.

4. Supporting Small Business and Side Hustle Needs

India's growing entrepreneurial culture has encouraged many individuals to explore side businesses and independent income streams. Some individuals use Personal Loans to support small-scale businesses or side hustle requirements. Common uses include:

For some entrepreneurs, a Personal Loan provides access to funds without creating a lengthy repayment commitment. This flexibility can help individuals act quickly when opportunities arise. It may also support smoother cash flow management during the early stages of a business or side venture.

5. Covering Major Family Expenses

Families regularly encounter planned expenses that require substantial funding. Educational costs, relocation expenses, and household commitments can place pressure on savings. Rather than delaying important decisions, some borrowers use a short-term Personal Loan to meet these obligations in a timely manner. Spreading repayment over several months helps households manage cash flow while continuing to meet routine expenses.

Careful planning remains important, particularly when balancing family needs with existing financial commitments. A well-planned borrowing strategy can help families address important expenses without disrupting long-term financial objectives.

6. Financing Travel and Personal Goals

Travel continues to be a priority for many Indians in 2026. Domestic holidays, international trips, and personal milestones often involve costs that extend beyond regular monthly spending. A Personal Loan can help individuals fund these experiences without waiting years to accumulate the entire amount. When borrowers calculate repayment obligations in advance, travel plans become easier to manage. This approach allows people to pursue meaningful experiences while maintaining control over their finances and protecting funds allocated for other priorities.

Conclusion

Personal Loans are increasingly used for practical, goal-oriented purposes rather than for impulsive spending. Education, healthcare, home improvements, business activities, family commitments, and travel are all legitimate reasons to borrow. The key lies in assessing repayment capacity and borrowing only what is necessary. An online Personal Loan application can offer convenience and faster access to funds, but responsible financial planning remains essential. Careful budgeting and realistic repayment planning can help individuals use Personal Loans effectively while working towards their financial goals. 

The gems and jewelry industry in India is in a defining decade, which will see tradition blending with change, scale blending with elegance, and skill blending with technology.

In a keynote address given at the JewelX Conclave 2026 in Mumbai, the Managing Director of Senco Gold & Diamonds, Suvankar Sen, gave a profound keynote address under the title “Jewellery 2030: Power, Purpose, Progress”. The keynote address was based on five main shifts, namely, formalisation, value-driven consumption, design innovation, omnichannel evolution, and sustainability with transparency.

The industry’s economic significance is already substantial. Being responsible for 7 percent of India’s GDP and generating employment for almost five million people, the gems and jewelry industry continues to be among the key drivers of economic growth in India.

According to the India Brand Equity Foundation (IBEF) report on the Gems and Jewellery sector, the market stood at Rs 7,31,255 crore in January 2026 and is projected to reach Rs 11,18,390 crore by 2030. The same IBEF report highlights that India’s gems and jewellery exports stood at USD 25.93 billion during FY26 from April to February, reflecting strong global demand across key markets such as the US, UK, and the Middle East.

Reflecting on the industry’s journey, Sen noted how consumer behaviour and market structures have evolved significantly over the past two decades. “If you look at the overall evolution of the jewellery industry over the last 15 to 20 years, we have seen how markets have expanded and how consumers in smaller towns developed aspirations to buy branded jewellery,” he said. 

This shift towards organised retail, coupled with rising disposable incomes and changing lifestyles, has reshaped demand beyond traditional wedding-led purchases.

India’s jewellery consumption story today is far more diverse. The emergence of lightweight jewelry, daily wear ranges, and occasion-driven purchases has become prominent due to the increasing number of working women and changing trends in fashion. “It was not only wedding-focused traditional jewellery that was selling. New occasions, new lifestyles, and new consumers have emerged,” Sen added, underlining how socio-economic changes have broadened the category’s appeal.

At the same time, the industry is facing certain issues from a structural perspective. The rising cost of gold and silver has made capital demands high to expand business operations. However, Sen pointed to emerging solutions that could unlock the next phase of growth. “Opening stores today comes with capital challenges, but asset-light models and franchise partnerships are creating new opportunities for expansion into emerging markets,” he explained. This approach is particularly relevant as urbanisation drives demand across tier II, III, and IV cities.

One of the most significant shifts shaping the future is the changing consumer base. Younger audiences, including Gen Z and even Gen Alpha, are expected to drive consumption in the coming decade. “It is the 16-to 22-year-old consumers who will define jewellery demand for the next 10 to 15 years,” Sen said. 

These consumers are digitally native, trend-driven, and value both design and brand purpose, pushing companies to rethink product offerings and engagement strategies.

This evolution is closely associated with the emergence of omnichannel retailing. The discovery journey increasingly begins online, while the final purchase often happens in store. “Consumers today explore brands on social media and digital platforms, but the physical store remains critical for delivering the final experience,” Sen noted.

As a result, the brands are now focused on the seamless integration of digital discovery and physical interaction so that customers have the same experience at every touchpoint.

In turn, technology becomes an integral part of the transformation. Whether it is about design recommendations through AI, inventory management or marketing, all processes are becoming more digital in the jewelry industry. “Adoption of technology has always been key, and going forward, AI will become central to improving efficiency and enhancing customer experience,” Sen highlighted.

Alongside technology, brand building remains a core priority. As competition intensifies, companies have been putting more effort towards the creation of robust brand identity through digital channels and by using innovative marketing techniques. “As brands, we must continuously invest in building trust and aspiration while expanding into newer markets,” Sen stated.

Additionally, the industry has been experiencing high investor interest in the industry, especially in the emerging category of lab-grown diamonds. This has been shown in the IBEF Gems and Jewellery report. The investment and growth in this category have increased. This category has attracted new businesses and established brands as well.

Government policy has further strengthened the industry’s growth trajectory. According to IBEF, measures such as 100 percent FDI under the automatic route, reduced customs duties, and export-friendly trade agreements have created a supportive ecosystem. The India-UK Comprehensive Economic and Trade Agreement (CETA) of July 2026 is likely to increase export volumes through the removal of import tariffs on Indian jewelry exported to the UK market.

India’s position as a global jewellery hub is also reinforced by its strong manufacturing base, comprising around 450 organised players, as noted in the IBEF report. With increasing formalisation and regulatory support, the industry is moving towards greater transparency and professionalism, factors that are critical for building consumer trust both domestically and internationally.

Looking ahead, sustainability and transparency are emerging as key priorities. Consumers are becoming more conscious of sourcing practices, ethical standards, and environmental impact, pushing brands to adopt more responsible practices.

Sen summed up the industry’s future outlook by emphasising the importance of efficiency and capital discipline. “We need to ensure that capital is invested wisely, inventory is optimised, and we respond quickly to what consumers want,” he said.

As India’s gems and jewellery sector moves towards 2030, it stands at the intersection of tradition and transformation. The vision outlined at JewelX Conclave 2026 underscores a clear direction, one where power comes from scale, purpose from trust, and progress from innovation.

As challenges persist in the global beverage alcohol market, India is emerging as one of the strongest growth engines. But what does it take to succeed in a market that is large, diverse, and highly regulated?

According to IWSR Drinks Market Analysis, total beverage alcohol volumes in India grew at a CAGR of 3 percent between 2019 and 2024, with a 6 percent rise in 2024 and an expected 4 percent growth in 2025. This steady momentum is expected to continue over the next decade. While beer leads in volume, whisky dominates consumption, underlining the strength of spirits. At the same time, ready to drink categories are growing faster, driven by younger consumers.

For brands, winning in India goes beyond product. Retail remains the key driver, with strong distribution and premium visibility critical to success. At the same time, brands are building direct consumer connect through digital platforms, content, and experiences, reshaping how spirits are discovered and consumed.

A Market Defined by Complexity and Opportunity

India’s alco-beverage industry is not a single market but a collection of state-driven ecosystems. Each state operates with its own excise rules, pricing structures, and licensing frameworks, making expansion both complex and strategic.

“India's alcoholic beverage industry is highly regulated, with each state having its own excise policies, taxation structures, registration requirements, and distribution frameworks,” said Gautam Malhotra, Director, Oasis Group.

This fragmentation has pushed companies to adopt highly localised strategies.

“I’d say it’s a combination of strong local partnerships, a state-specific compliance strategy, and disciplined execution,” added Rupi Chinoy, Director, South Seas Distilleries.

At the same time, scale remains a priority for established players.

“The addition of Imperial Blue has significantly strengthened our distribution footprint,” noted Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries.

Varun Jain, Founder and CEO, Smoke Lab Vodka (NV Group), “India’s regulatory landscape is highly fragmented, requiring state-specific strategies. Success depends on strong local partnerships, compliance and agile execution.”

Rahul Mehra, Co-founder and CEO, Third Eye Distillery, “India isn’t one market, it’s a collection of state-led markets. Success comes from understanding local realities, not forcing a national playbook.”

Together, these insights highlight a critical truth: succeeding in India requires balancing compliance with expansion while remaining deeply rooted in local market realities.

Retail as the Core Growth Engine

Retail continues to be the backbone of the Indian spirits market, driving both accessibility and brand visibility. From neighbourhood liquor stores to premium outlets and on-trade environments, each format plays a distinct role.

“Retail remains at the heart of our growth strategy,” said Dahanukar.

For premium and craft spirits, discovery often begins with experience rather than visibility.

Mehra said, “Premium spirits are discovered in a glass before a shelf. On-trade builds perception, while retail converts that curiosity into purchase.”

“Premium spirits are increasingly discovered through experience,” added Ankur Sachdeva, Co-founder and CEO, Uppal Brewers and Distillers.

International players echo this approach.

“Retailers are critical partners in building the bourbon category in India,” said Diego Bianchi, Vice President, Global Marketing, Buffalo Trace Distillery.

Jain highlighted, “Each channel plays a distinct role. Premium retail drives discovery, on-trade builds trial and perception, while modern retail improves visibility. A balanced presence is key for growth.”

Retail today is no longer just a point of sale—it is a platform for storytelling, education, and brand building.

Premiumisation Reshaping Consumer Demand

One of the most defining shifts in the Indian spirits market is premiumisation. Consumers are steadily moving from volume-driven consumption to quality-led choices.

“We are seeing a clear shift towards premiumisation, with consumers increasingly opting for quality over quantity,” said Rakshit Jagdale, Managing Director, Amrut Distilleries.

This shift is particularly pronounced among younger consumers.

“Young, urban drinkers today are far more curious and confident in their choices,” noted Sachdeva.

Mehra said, “Consumers today aren’t asking what a product is, but why it matters. Originality and quality matter more than legacy.”

Premiumisation is also expanding beyond metropolitan markets.

“Aspiration today is no longer geographically limited,” added Sachdeva.

Global brands are increasingly aligning with this shift.

“We are seeing a generation of Indian consumers who want to drink better, not just more,” said Bianchi.

Jain said, “Consumers are prioritising quality, authenticity and unique flavour profiles, with a growing shift towards experience-led occasions and experimentation.”

“Consumers today seek authenticity, craftsmanship, and experience. Premiumisation is being driven by a willingness to trade up for quality,” said Dahanukar. 

The result is a strong demand for premium whisky, craft spirits, and differentiated offerings across price points.

Digital Influence in a Restricted D2C Environment

Despite strict regulations on direct-to-consumer sales, digital platforms are playing a growing role in shaping consumer behaviour.

“Digital platforms are becoming increasingly important for consumer discovery and engagement,” said Sachdeva.

However, offline channels continue to dominate actual sales.

“In India, sales are primarily driven through offline channels,” said Chinoy.

Brands are therefore building hybrid strategies that combine physical availability with digital storytelling.

“We see the future as an integrated offline-plus-digital ecosystem,” said Malhotra.

Jain said, “Sales remain largely offline, but digital is now key for discovery, storytelling and engagement. The journey often starts online and ends offline.”

“Dahanukar echoed a similar view, noting, ‘Sales remain largely offline, but digital is becoming critical for discovery, engagement, and influencing consumer choices.’”

Even legacy brands are adapting to this shift.

“A good balance between online and offline channels is maintained,” stated Jagdale.

Mehra said, “Alcohol remains an offline business. Digital drives discovery, but real brand preference is built through physical experiences.”

In India’s regulated environment, digital is less about transactions and more about influence, shaping perceptions long before purchase.

Experience-Led Consumption and Brand Building

With restrictions on traditional advertising, brands are increasingly relying on experiences to build recall and loyalty.

“We engage consumers through digital platforms, retail visibility, and on-ground activations,” said Sachdeva.

Experiential marketing is becoming a key differentiator across categories.

“We are leaning on experiential moments like bartender collaborations and tasting events,” said Bianchi.

Community engagement is also gaining importance.

“We conduct tasting sessions and engage actively with whisky communities,” added Jagdale.

These strategies reflect a broader shift toward relationship-driven engagement.

Jain said, “Brand building today goes beyond marketing. It’s about creating meaningful experiences through culture, collaborations and lifestyle, driven by authenticity and consistency.”

Brands that create memorable experiences are more likely to build long-term loyalty in a restricted communication environment.

Balancing Scale with Craft

As competition intensifies, brands are increasingly focused on balancing scale with authenticity.

“We believe scale and craft are not contradictory,” said Malhotra.

For emerging players, maintaining this balance is critical.

“For us, scale has never come at the cost of craftsmanship,” added Sachdeva.

Even legacy players are taking a measured approach to expansion.

“We have always been careful about how we scale,” said Jagdale.

Jain said, “Scaling without compromising product integrity is critical. Long-term differentiation will come from quality, innovation and a strong brand narrative.”

This disciplined approach is helping brands stand out in a crowded and evolving market.

Category Insights: Whisky Leads, Craft Gains Momentum

Whisky continues to dominate the Indian spirits landscape, both in volume and value. From mass-market offerings to premium single malts, the category remains the backbone of the industry.

Amrut Distilleries, for instance, has built a strong global reputation with its single malts, exporting to over 50 countries.

Similarly, Uppal Brewers and Distillers is strengthening its presence in the premium whisky segment, while South Seas Distilleries is focusing on craft-led offerings.

Oasis Group continues to operate across both mass and premium segments, highlighting the diversity of the Indian market.

These examples underline how the industry is evolving across price points and consumer segments, from mass to super-premium.

Pricing and Market Segmentation

The Indian spirits market is highly segmented, catering to a wide spectrum of consumers.

At the entry level, products priced below Rs 600 continue to drive volumes. Meanwhile, the Rs 1,000–Rs 3,000 range is emerging as a strong premium segment, particularly among urban consumers.

“The strongest growth continues to be witnessed in the whisky category,” noted Jagdale.

At the same time, super-premium and luxury segments are gaining visibility through experiential retail and on-trade channels.

This layered pricing structure allows brands to target multiple cohorts while building long-term loyalty.

Expansion and Future Growth Strategies

Looking ahead, most companies are focused on a combination of geographic expansion, premiumisation, and global outreach.

“We are targeting expansion into new states while introducing premium products,” said Sachdeva.

Exports are also becoming a key focus area.

“Our next growth priorities include expanding into new markets and strengthening exports,” added Chinoy.

For established players, international markets present strong opportunities.

“We are focusing on expanding our presence across global regions,” said Malhotra.

Even global entrants are taking a measured approach.

“Our strategy is centred on sustainable growth rather than rapid expansion,” noted Bianchi.

Jain said, “We are focused on expanding across key domestic and global markets while strengthening our premium portfolio and building consumer connections through collaborations.”

Mehra said, “Growth for us is about building brands that scale across India and globally, without losing their identity.”

Investor Perspective

“The clearest trend right now is that consumers are drinking more thoughtfully. Volumes aren’t rising sharply, but people are consistently choosing better quality over quantity—and that shift toward premium products is what’s really catching investor attention, as it brings stronger margins,” said Ankur Mittal, Co-founder, Inflection Point Ventures.

“India isn’t one national market but a collection of state-level markets. So scalability depends on whether a brand can grow beyond a single favourable region. At the same time, premiumisation must be earned through craftsmanship, quality, and storytelling, while regulatory complexity remains a fundamental cost that businesses must build for from day one,” he added.

“India’s economic growth is fuelling a strong shift toward premium lifestyle choices, with digital discovery and evolving consumer behaviour accelerating interest in the alco-beverage space,” said Rathnakar Samavedam, Investment Director and Managing Partner, Hyderabad Angels Fund.

“However, success depends on navigating complex state regulations and managing long receivable cycles, where working capital discipline is critical. We are particularly bullish on premium craft spirits, as consumers are willing to pay for authentic, heritage-led brands that offer stronger unit economics and resilience in a regulated market,” he noted.

The Road Ahead

India’s spirits market is at a pivotal moment. Strong demand fundamentals, rising premiumisation, and evolving consumer behaviour are creating new opportunities across categories.

At the same time, regulatory complexity, fragmented distribution, and limited direct consumer access continue to shape how brands operate.

What is emerging is a hybrid model where retail drives scale, digital builds awareness, and experiences create loyalty.

As Bianchi puts it, “India is not only growing in scale, but also in the way consumers are engaging with premium spirits.”

For brands, success in India will depend on navigating the balance between scale and storytelling, regulation and innovation, and tradition and modernity.

Fragrances have become an essential part of personal grooming, reflecting individuality, confidence, and style. Whether it's a fresh citrus scent for everyday wear, a woody fragrance for formal occasions, or a floral perfume for special moments, the right perfume leaves a lasting impression. As consumer preferences evolve, brands are introducing premium, long-lasting fragrances that cater to diverse tastes while offering innovative formats such as travel-friendly atomizers and refillable bottles.

Growing Fragrance Market

India's fragrance industry is experiencing strong momentum as consumers increasingly prioritize premium grooming and personal care products. Rising disposable incomes, urbanization, social media influence, and growing awareness of luxury fragrances have fueled demand for Eau de Parfum collections, niche perfumes, and travel-friendly fragrance formats. Consumers are also gravitating toward long-lasting formulations, refillable packaging, and gender-inclusive fragrance portfolios. Homegrown brands are competing alongside global players by introducing innovative scent profiles, sustainable packaging, and omnichannel retail strategies, making premium fragrances more accessible to a wider audience.

Best Perfume Brands for Men and Women

1. DENVER

DENVER has established itself as one of India's leading men's grooming brands, offering a wide range of fragrances that combine premium quality with everyday practicality. Its Autograph Perfume Atomiser, co-curated by Shah Rukh Khan, introduces a refillable, travel-friendly fragrance format designed for modern lifestyles. Alongside its signature men's collection, DENVER continues to expand its premium perfume portfolio with sophisticated woody, fresh, spicy, and aromatic scents suited for work, travel, and special occasions. The brand focuses on creating fragrances that complement confidence and style while delivering long-lasting performance, making it a popular choice among consumers seeking refined grooming essentials.

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2. Vokka

Vokka is steadily expanding its premium fragrance portfolio with perfumes designed for modern men and women who seek elegance, confidence, and long-lasting performance. The brand offers a diverse range of Eau de Parfum collections featuring floral, fruity, gourmand, woody, and musky fragrance profiles. While Uff Vanilla Perfume for Women blends caramel, peach, vanilla orchid, jasmine, musk, and woody notes for a warm, sophisticated scent, Womania Eau de Parfum celebrates the spirit of the modern Indian woman with a fragrance that reflects strength, grace, and versatility. Designed to transition effortlessly from workdays to celebrations, Vokka's perfumes combine premium ingredients, contemporary fragrance compositions, and stylish packaging, making them suitable for everyday wear as well as special occasions.

3. Bella Vita Luxury

Bella Vita Luxury has emerged as one of India's fastest-growing fragrance brands by offering premium-inspired perfumes for both men and women. Its diverse portfolio includes floral, aquatic, woody, oriental, and gourmand fragrances designed for different personalities and occasions. Popular collections such as CEO, Date, White Oud, Honey Oud, Glam, and Senorita cater to consumers seeking luxury-inspired scents with impressive longevity. The brand continuously expands its range with perfume gift sets, travel-friendly packs, and unisex offerings, making premium fragrances more accessible while maintaining a strong focus on quality and modern fragrance trends.

4. Oriflame

Oriflame offers an extensive perfume portfolio for both men and women, combining Scandinavian design philosophy with carefully crafted fragrance compositions. Its collections include popular ranges such as Giordani Gold, Possess, Love Potion, Eclat, and Nordic Waters, each catering to distinct fragrance preferences ranging from floral and citrus to woody and oriental notes. The brand collaborates with renowned perfumers to develop sophisticated scents suitable for daily wear as well as formal occasions. With elegant packaging, premium ingredients, and a wide variety of fragrance profiles, Oriflame continues to be a preferred choice for consumers seeking versatile and high-quality perfumes.

5. Yardley London

With a heritage spanning over two centuries, Yardley London remains one of the most recognized fragrance brands for both men and women. The brand is known for its classic floral perfumes inspired by English gardens alongside contemporary masculine fragrances featuring woody, fresh, and aromatic notes. Its collections include elegant lavender, rose, jasmine, citrus, and musk-based fragrances designed for everyday sophistication. Yardley London combines traditional perfumery with modern preferences, offering long-lasting scents that appeal across generations. Its commitment to timeless fragrance craftsmanship has helped the brand maintain a strong presence in India's growing personal care and fragrance market.

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Conclusion

Choosing the right perfume depends on individual preferences, occasions, and fragrance families that best complement one's personality. Brands such as DENVER, Vokka, Bella Vita Luxury, Oriflame, and Yardley London offer diverse collections that cater to both men and women, ranging from fresh everyday scents to luxurious signature fragrances. As the fragrance market continues to evolve with innovation and premiumization, consumers have more options than ever to discover scents that enhance their personal style while delivering lasting impressions.

FAQs on Perfume Brands for Men and Women in India

1. Which are the best perfume brands for men and women in India?

Some of the top perfume brands include DENVER, Vokka, Bella Vita Luxury, Oriflame, and Yardley London, offering a wide variety of fragrances for different preferences and occasions.

2. What is the difference between Eau de Parfum (EDP) and Eau de Toilette (EDT)?

Eau de Parfum contains a higher concentration of fragrance oils than Eau de Toilette, making it generally longer-lasting and more intense.

3. How can I make my perfume last longer?

Apply perfume to pulse points such as the wrists, neck, and behind the ears after moisturizing your skin. Avoid rubbing the fragrance after application.

4. Are refillable perfume atomizers worth buying?

Yes. Refillable atomizers are convenient for travel, reduce the need to carry full-sized bottles, and make fragrance touch-ups easy throughout the day.

5. How should I choose a perfume that suits me?

Consider your preferred fragrance family—floral, woody, citrus, oriental, gourmand, or fresh—and select perfumes based on the season, occasion, and your personal style.

As Indian consumers become increasingly health-conscious, the demand for nutrient-rich ancient grains is rising rapidly. Among these, Khapli wheat atta, also known as Emmer wheat flour, has gained popularity as a healthier alternative to conventional wheat flour. Known for its high fibre content, natural protein, essential minerals, and comparatively lower glycaemic index, Khapli atta is finding a place in modern kitchens where nutrition and taste go hand in hand.

Unlike refined flours, Khapli wheat is minimally processed and is often stone-ground to preserve its natural nutrients and flavor. It is widely preferred by people looking to support better digestion, improve satiety, and enjoy soft, flavorful rotis without compromising on everyday nutrition. With several brands now offering premium-quality Khapli atta, choosing the right one can make a significant difference in both taste and health benefits.

Top 5 Khapli Wheat Atta Brands in India for Soft Rotis and Better Nutrition

1. Bharat Vedica Organic Khapli Wheat Flour

Bharat Vedica Organic Khapli Wheat Flour is made from organically cultivated Khapli (Emmer) wheat grown using sustainable farming practices. The wheat is traditionally stone-milled, helping preserve its natural fibre, protein, vitamins, and minerals while maintaining the authentic taste of the grain. The flour produces soft, fluffy rotis with a mildly nutty flavor that complements everyday Indian meals. Free from harmful chemicals, preservatives, and unnecessary additives, it reflects a commitment to purity and quality. Its organic sourcing and traditional processing make it an excellent choice for families looking to embrace healthier eating habits while enjoying wholesome homemade rotis every day.

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2. Two Brothers Stone Ground Khapli Atta

Two Brothers Stone Ground Khapli Atta is prepared using 100 percent ancient Emmer wheat and follows traditional stone-grinding methods to retain the grain's nutritional integrity. The minimally processed flour preserves natural fibre, protein, and essential micronutrients, making it a preferred option for health-conscious consumers. It delivers soft rotis with a rich, earthy flavor and pleasant texture while maintaining the wholesome goodness of ancient grains. The brand is known for promoting traditional farming and clean-label products, making this atta suitable for households seeking naturally nutritious alternatives to refined or heavily processed wheat flour for everyday cooking.

3. Farmveda Khapli Atta

Farmveda Khapli Atta is crafted from carefully selected premium-quality Khapli wheat and stone-ground to help preserve its natural nutrients and dietary fibre. The flour offers a slightly nutty taste and creates soft, delicious rotis when kneaded and rested properly. Free from artificial additives and unnecessary processing, it supports a clean and balanced diet while delivering the wholesome benefits of ancient grains. Farmveda emphasizes quality sourcing and minimal processing, allowing consumers to enjoy authentic Khapli wheat in its natural form. It is an ideal option for those making the transition toward healthier everyday staples without sacrificing taste or texture.

4. Anveshan Cold-Pressed Khapli Atta

Anveshan Cold-Pressed Khapli Atta is produced using carefully sourced Khapli wheat that is traditionally stone-ground to preserve its natural fibre, protein, and nutritional value. The flour is free from preservatives, chemicals, and additives, making it suitable for consumers seeking clean-label pantry essentials. It produces soft, wholesome rotis with a rich, nutty taste while maintaining the authentic characteristics of ancient Emmer wheat. Its minimally processed approach ensures maximum retention of natural nutrients, making it a preferred choice for families focused on healthier lifestyles. The brand's emphasis on traditional processing methods further enhances the nutritional profile of this everyday flour.

5. Jiwa 30 Degree Khapli Wheat Flour

Jiwa 30 Degree Khapli Wheat Flour is made from carefully selected Khapli wheat and processed to preserve its natural flavour and nutritional goodness. Rich in dietary fibre and protein, the flour produces soft, nutritious rotis with a subtle nutty aroma that enhances everyday meals. Its consistent quality and minimal processing help retain the wholesome properties of ancient wheat, making it a reliable choice for consumers looking to incorporate healthier grains into their daily diet. Suitable for regular household cooking, Jiwa's Khapli atta combines traditional nutrition with modern quality standards to deliver a balanced and satisfying meal experience.

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Market Insight: Rising Demand for Ancient Grain-Based Flours

India's healthy foods market is witnessing strong momentum as consumers become more aware of preventive healthcare and nutritional eating habits. Ancient grains such as Khapli wheat, millets, and heritage rice varieties are experiencing renewed demand due to their higher nutritional value and lower levels of processing. Consumers are increasingly seeking clean-label products that are free from preservatives and artificial additives, while traditional stone-ground flours are gaining preference over refined alternatives. This shift is being driven by growing awareness around digestive health, diabetes management, weight management, and sustainable farming practices. As a result, premium Khapli wheat atta has evolved from a niche health product into an increasingly mainstream pantry staple across urban Indian households.

Conclusion

Healthy eating often begins with simple changes, and switching to Khapli wheat atta is one of the easiest ways to improve everyday nutrition without changing traditional food habits. Rich in fibre, protein, and essential nutrients, Khapli wheat offers a wholesome alternative to conventional wheat flour while delivering soft, flavorful rotis. Whether you prefer organic farming, traditional stone-grinding, or minimally processed ingredients, brands like Bharat Vedica, Two Brothers, Farmveda, Anveshan, and Jiwa provide reliable options to suit different preferences. As interest in ancient grains continues to grow, Khapli wheat atta is becoming an excellent choice for consumers looking to combine better nutrition with authentic taste.

Frequently Asked Questions (FAQs) on Top Khapli Wheat Atta Brands in India

1. What is Khapli wheat atta?

Khapli wheat atta is flour made from Khapli (Emmer) wheat, one of the oldest cultivated wheat varieties. It is naturally rich in dietary fibre, protein, iron, and essential minerals. Compared to regular wheat, it has a lower glycaemic index and is valued for its nutritional benefits and distinctive nutty flavor.

2. Is Khapli wheat atta healthier than regular wheat atta?

Khapli wheat atta is often considered a healthier alternative because it contains higher fibre and protein while being less processed. Its lower glycaemic index may help support better blood sugar management, improved digestion, and longer-lasting satiety when consumed as part of a balanced diet.

3. Does Khapli wheat atta make soft rotis?

Yes. When kneaded well and allowed to rest before cooking, Khapli wheat atta produces soft, fluffy rotis with a mildly nutty taste. Since it contains a different gluten structure than modern wheat, using slightly more water during kneading can help achieve the best texture.

4. Can Khapli wheat atta be used for everyday cooking?

Absolutely. Khapli wheat atta is suitable for daily use and can be used to prepare rotis, chapatis, parathas, puris, and even baked goods. Many households are switching to Khapli atta as part of a healthier lifestyle without making major changes to their regular meals.

5. Which are the best Khapli wheat atta brands in India?

Some of the leading Khapli wheat atta brands in India include Bharat Vedica Organic Khapli Wheat Flour, Two Brothers Stone Ground Khapli Atta, Farmveda Khapli Atta, Anveshan Cold-Pressed Khapli Atta, and Jiwa 30 Degree Khapli Wheat Flour. These brands are known for their quality sourcing, minimal processing, and nutrient-rich formulations.

The idea of standing in a queue at a bank branch just to submit a loan application feels almost outdated now. Today, you can apply for personal loans online entirely from your phone or laptop, without ever stepping outside your home or office.

Why branch visits are no longer necessary

Digital verification systems, e-KYC, and online document uploads have replaced the need for physical paperwork almost entirely. Lenders can now verify your identity, income, and creditworthiness remotely, making the entire process faster and significantly more convenient for borrowers.

What you need before you start

Keep your PAN card, Aadhaar number, and recent salary slips or bank statements ready in digital format. Make sure your mobile number linked to Aadhaar is active, since most verification steps rely on OTP confirmation sent to this number.

The application process explained simply

You begin by filling in your personal and employment details on the lender's website or app. Next, you specify the loan amount and tenure you are looking for. Following this, you complete e-KYC verification, after which the lender reviews your application and provides a decision.

Checking your eligibility for a personal loan first

Before formally applying, it is worth checking your eligibility for a personal loan through a quick online calculator. This step typically only involves a soft inquiry, meaning it does not affect your credit score, and gives you a realistic sense of what you might qualify for.

How long does the entire process take

For applicants with clean documentation and a strong credit profile, many lenders provide approval decisions within a few hours, with disbursal following soon after acceptance of the loan terms. Even more complex profiles rarely take longer than a couple of days.

Verifying the lender before applying

Since the entire process happens online, it is important to apply for personal loans online only through verified, reputable platforms. Check for proper licensing information, read reviews from other borrowers, and avoid any lender asking for upfront payments before disbursal, which is a common red flag.

Signing the agreement digitally

Once approved, you will review and accept the loan agreement digitally, often through an e-signature process. Take the time to actually read through the terms rather than scrolling straight to the signature, since this document outlines your interest rate, fees, and repayment schedule clearly.

Tracking your application status

Most digital lenders provide a dashboard or status tracker, letting you monitor exactly where your application stands, whether it is under review, approved, or awaiting your final confirmation, without needing to call customer support repeatedly.

What to do if your application is rejected

If your application does not go through, do not panic. Ask the lender for the specific reason, work on improving that aspect, whether it is your credit score or debt-to-income ratio, and consider reapplying after a few months rather than immediately trying multiple other lenders in quick succession.

Final thoughts

Branch visits, paperwork, and long waiting periods are increasingly becoming a thing of the past. With the right documents ready and a verified platform chosen, you can complete your entire borrowing journey from the comfort of your home, saving both time and unnecessary hassle.

Health insurance requirements naturally evolve over time. A plan that was once perfect may become less relevant due to rising costs, inadequate coverage, or poor customer service.

To protect policyholders, the Insurance Regulatory and Development Authority of India (IRDAI) governs health insurance portability. This framework allows you to switch your insurance provider or alter your plan while fully preserving your hard-earned advantages, such as waiting period credits, Pre-Existing Disease (PED) coverage, and continuity benefits.

Health insurance is one of the most essential financial safeguards a person can have, protecting against the rising cost of medical treatments, hospitalisation, surgery, and post-operative care. Whether you are an individual, a working professional, or a business owner, Health insurance ensures that a sudden illness or accident does not wipe out your savings or push you into debt. Star Health offers a range of Health insurance plans tailored to different life stages, coverage needs, and budgets — from individual plans to comprehensive family floaters. When chosen correctly, Health insurance provides not just financial protection but also peace of mind, knowing that you and your loved ones can access quality healthcare without delay. Reviewing your Health insurance options regularly as your family and income grow helps ensure your cover keeps pace with your evolving medical needs.

1. Core Benefits of Porting Your Policy

Porting is more than a simple carrier switch; it is a strategic way to optimize your healthcare safety net without starting your insurance timeline fresh. Key benefits include:

Continuity of Waiting Periods: Any time you have already served under your previous insurer carries over. You do not have to restart waiting periods for specific illnesses or pre-existing conditions.

No Claim Bonus (NCB) Protection: Your accumulated NCB or cumulative bonus from the previous plan can often be transferred. This can be added to the sum insured of the new policy to strengthen your overall safety net.

Enhanced Coverage and Service: Porting gives you the freedom to move to an insurer providing broader coverage options (such as wellness benefits, modern treatments, or zero co-payments) or more responsive customer support and smoother claim processing.

No Hidden Porting Fees: There is no distinct administrative charge or extra premium applied simply for processing a porting request. You only pay the premium rate required by the new policy itself.

2. Step-by-Step Guide to the Porting Process

Portability cannot be executed mid-term; it is only available at the time of your annual renewal. To ensure a seamless transition without coverage gaps, follow this systematic procedure:

Step 1: Research and Compare Plans

Thoroughly review your current policy and contrast it with alternative market options. Evaluate features such as network hospital breadths, sub-limits, room rent caps, premiums, and the insurer's Claim Settlement Ratio (CSR).

Step 2: Initiate Early (45 Days Prior)

Contact your prospective insurer to request the standard Portability Form and Proposal Form. IRDAI rules dictate that you must formally submit these to your new insurer at least 45 days before your current policy expires. Requests submitted late (or past the 30-day notice window) run a high risk of rejection, forcing you to be evaluated as a brand-new applicant.

Step 3: Complete Forms and Submit Documents

Fill out all forms with complete accuracy to avoid validation delays. Assemble and submit the following required documentation:

Duly filled Portability and Proposal forms.

Existing policy certificates/schedules (ideally covering the last few consecutive years) along with recent renewal notices.

Official claim history records or a signed No-Claim declaration.

Valid identity, age, and address proofs (e.g., Aadhaar, PAN, Passport).

Comprehensive medical records or test reports if you have pre-existing conditions.

Step 4: Verification and Information Exchange

The new insurer will verify your health declarations and fetch your claim history directly from your old insurer using the central IRDAI/IIB portal. Per regulatory guidelines, old insurers are required to share this data promptly, typically within 7 days.

Step 5: Underwriting and Approval

The new insurer's medical underwriters evaluate your application risk profile. Once approved, a final premium quote is issued. Upon paying the premium, your new policy activates seamlessly on your old policy's expiry date, ensuring zero coverage gaps.

3. How Age and Underwriting Affect Portability

While IRDAI guidelines specify that insurers cannot reject a portability request solely based on a policyholder's age, your age and health status still exert significant structural influence over the process.

Impact on Premiums and Risk Ratings

Your new premium is calculated based on your age at the time of porting. As age increases, premiums generally climb due to higher baseline health risks. Furthermore, if you acquired a chronic illness during your previous policy term, the new insurer's medical underwriters may apply premium "loading" (additional risk charges) or specify modified policy terms.

Medical Underwriting Restrictions

Older applicants or those with known Pre-Existing Diseases face far stricter medical evaluation checks. Insurers routinely mandate fresh medical tests and health assessments before approving the request. Slow diagnostic test results can inadvertently cause processing delays, emphasizing the importance of starting early.

Plan Eligibility and Higher Cover Waiting Periods

Some individual retail health plans have strict maximum entry age limits. If your age exceeds a specific plan's entry criteria, the insurer can decline porting into that particular plan.

Additionally, if you attempt to enhance your financial cushion by increasing your sum insured while porting, the additional coverage amount is handled separately. It will be subject to fresh medical underwriting and a brand-new waiting period before claims can be made against that extra amount.

4. Transitioning Corporate Group Policies to Personal Cover

A common point of confusion is whether you can port a corporate group health insurance plan directly to a different retail insurer when leaving a job. Direct external porting from a corporate plan is not permitted. Instead, you must follow a regulated two-stage process:

Corporate Group Plan

(Stage 1: Internal Migration at least 45 days before leaving job)

Retail Individual Plan with SAME Insurer

(Stage 2: External Portability at the next annual renewal window)

Retail Individual Plan with NEW Insurer

Stage 1: Internal Migration

Under IRDAI guidelines, every member of a corporate group policy has the statutory right to migrate to an individual retail plan with the same insurance company upon leaving their organization.

You must notify your current insurer of your intent to migrate at least 30 to 45 days before your last working day or before the group policy expires.

Submit the required migration forms, select a plan from their retail portfolio, and pay the premium.

This stage ensures all your group time credits transfer directly into your personal policy. For instance, if you were in the group policy for 3 years, those 3 years are credited toward the waiting periods of your new individual plan.

Stage 2: External Portability

Once you have successfully established your individual retail cover with the original insurer, you hold a standard personal policy. When your next annual renewal window arrives, you are entirely free to apply for portability to switch to any other insurance company in the market.

5. Summary Checklist: Pitfalls to Avoid

To guarantee a smooth transition, keep this actionable summary checklist in mind before initiating your switch:

Timeline Check: Submit all documents 45–60 days prior to expiry. Avoid the temptation to wait until your final corporate working days have passed.

Absolute Disclosure: Always disclose your complete medical history and pre-existing conditions transparently to avoid unexpected claim rejections down the line.

Inspect Hidden Limits: Carefully verify whether your new plan introduces restrictive room rent caps, treatment-specific sub-limits, or co-payment clauses that were absent in your older policy.

Moratorium Boundaries: Under 2026 guidelines, be aware of the maximum 5-year limit governing your policy's moratorium period, which is calculated based on your total cumulative duration in the insurance scheme.

When shortlisting a health insurer, the health insurance claim settlement ratio is one of the most reliable indicators of how likely you are to receive a payout when you need it most. The health insurance claim settlement ratio measures the percentage of claims settled against those received in a given year — a higher ratio means the insurer processes most valid claims without unnecessary delays or rejections. Star Health consistently maintains a strong health insurance claim settlement ratio, reflecting its commitment to transparent claim processes and timely support for policyholders. Checking the health insurance claim settlement ratio before purchasing a plan protects you from choosing insurers with poor claims track records, which can become a serious problem at the time of hospitalisation. Alongside premium costs and hospital network size, making the health insurance claim settlement ratio a core criterion in your decision leads to better long-term value from your health cover.

Over the last few years, the consumer durables industry has been operating in an environment where volatility is no longer perchance but deeply structural. Global supply chain disruptions, fluctuations in commodity prices, currency movements, and changing consumption patterns are collectively reshaping how companies approach growth, profitability, and pricing.

Pricing: No longer a periodic exercise

For the consumer durables sector, pricing today is no longer a once or twice-a-year exercise. It has evolved into a far more dynamic and strategic function that requires agility, sharper forecasting, and a deeper understanding of consumer behaviour. 

One of the biggest challenges has been the sharp fluctuation in raw material costs. Key inputs such as steel, copper, aluminium, plastics, and electronic components have witnessed significant price movements due to global economic pressures and disruptions in international supply chains. Energy costs and freight charges have also remained unpredictable, directly impacting manufacturing and distribution expenses. In India, exchange rate volatility has added another layer of complexity, especially for categories that still depend heavily on imported components, motors, electronics, and specialised materials.

Balancing costs and consumer sensitivity

For companies operating in highly competitive markets like India, the ability to pass on rising costs to consumers is never straightforward. India continues to remain a highly value-conscious market, and consumers today are more informed than ever before. The rise of digital commerce and online comparison platforms has made pricing highly transparent across brands and categories. As a result, sharp price hikes can disrupt demand, especially during peak seasonal cycles where affordability strongly influences the purchase decisions. Companies are therefore required to strike a careful balance between recovering rising costs and maintaining accessibility for consumers.

This shift in consumer behaviour is also changing pricing strategies across the industry. Companies are moving towards more balanced and flexible pricing models instead of implementing uniform price increases across product categories. Pricing decisions today are increasingly aligned with category-specific demand trends, product configurations, and evolving consumer expectations.

Consumers are looking at long-term value

At the same time, consumer expectations themselves are evolving. Rising inflation across consumer durable categories in recent years has made purchase decisions far more calculated. This is particularly visible in categories linked to energy consumption and daily utility. Consumers increasingly value durability, energy efficiency, reliability, and lower maintenance costs because these factors directly influence long-term savings. As a result, pricing strategies are increasingly being built around lifecycle value rather than just entry-level affordability.

Localisation and operational efficiency becoming critical

Another important development has been the growing focus on operational efficiency and localisation. Recent years have reinforced the importance of building stronger domestic supply ecosystems and reducing over-dependence on volatile global supply chains. This not only improves supply chain stability but also enables businesses to respond faster to market shifts and minimise the impact of global disruptions. Over the long term, stronger local ecosystems can contribute to greater pricing stability and operational resilience.

E-Commerce is changing pricing dynamics

The rapid growth of e-commerce has further transformed pricing dynamics across the sector. Brands are increasingly adopting more dynamic and channel-specific pricing strategies. Promotional planning, festive campaigns, online-exclusive launches, and bundled offerings are becoming critical in attracting consumers while maintaining profitability. At the same time, businesses are working towards creating a seamless multichannel experience where pricing consistency and customer trust remains central.

Trust becomes the differentiator

Global volatility has also reinforced the importance of building stronger consumer relationships. In periods of economic uncertainty, trust often becomes a stronger differentiator than pricing alone. Consumers increasingly value transparency, consistent quality, dependable service, and honest communication. Brands that continue to deliver on these expectations are far more likely to retain customer loyalty, even during challenging periods.

Sustainability: a growing reputational input

Sustainability is also emerging as a key factor influencing long-term pricing and business strategy. Consumers, particularly younger generations, are becoming increasingly conscious of environmentally responsible products and manufacturing practices. Companies are therefore investing in sustainable sourcing, energy-efficient operations, recyclable packaging, and products designed for longer life cycles. While sustainability-led investments may increase costs initially, they contribute significantly to long-term operational efficiency, stronger brand positioning, and future readiness.

Getting future-ready

Despite the challenges created by global volatility, the current environment is also encouraging businesses to become more agile, innovative, and consumer focused. The industry is learning to adapt faster, plan smarter, and build more resilient operations. Pricing today is no longer only about managing costs. It has become a strategic lever that shapes competitiveness, consumer trust, and long-term business growth.

Going forward, successful pricing strategies in the consumer durables sector will depend on a company’s ability to balance affordability, innovation, operational efficiency, and consumer trust. In an increasingly uncertain global environment, businesses that remain flexible and focused on delivering genuine value will continue to strengthen their market position. For the consumer durables industry, this phase of volatility is not merely a challenge to navigate, but an opportunity to rethink traditional approaches, accelerate innovation, and build stronger, more future-ready businesses equipped for long-term growth.

Authored By: 

Mr Anil Dua, COO at Usha International

From the time of the Indus Valley Civilisation, when children played with simple clay toys and figurines, to today’s world of smart and tech-enabled toys, India’s toy industry has changed a lot. What started as handmade traditional toys has now become a fast-growing and organised market.

For many years, the industry depended heavily on imports. According to the IBEF report “National Action Plan to Accelerate India’s Toy Sector” (2021), about 85 percent of toys sold in India were imported before 2020. This showed that local manufacturing was still limited.

However, things have started changing. As per IBEF’s report “India’s Growing Toy Exports”, exports increased by more than 140 percent between FY17 and FY22, while imports fell by 30 to 40 percent. This shows that India is slowly becoming more self-reliant. The market is also growing steadily. IBEF’s “The Toy Story in India” report says the industry is expected to grow at around 12 percent every year between 2022 and 2028, while earlier estimates showed a growth rate of 13.3 percent between 2019 and 2024.

Today, the industry includes many categories such as traditional toys, educational and STEM toys, soft toys, action figures, ride-on toys, and digital or tech-based toys. The way toys are sold is also changing. Apart from retail outlets, companies are using online channels as well as D2C marketing strategy.

Overall, the industry is moving away from relying solely on foreign brands and licensing towards local manufacturing and sales through various other means, including partnerships, with India becoming one of the fast-growing toy markets.

Retail Drives Scale

Offline retail is still ruling the toy industry, especially in a country such as India, where even offline discovery plays an important part. Companies are concentrating more on spreading themselves out across cities in order to reach larger audiences.

Bhavesh Shah, CEO, Skoodle, explained, “Offline retail is still our backbone and drives the bulk of our business. Marketplaces are picking up steadily as more parents now shop online for stationery and toys.”

With over 45,000 retail touchpoints across 170 cities, Skoodle reflects how scale is still largely driven by physical distribution. At the same time, modern trade and large format stores are helping brands build visibility and trust.

Sushilkumar Agrawal, CEO, Ultra Media and Entertainment Group, said, “At Ultra Soft Toys, we follow an omnichannel approach. While offline retail remains our core strength, we are steadily expanding across marketplaces and D2C to reach consumers directly and build stronger brand visibility.” 

D2C Builds Relationships

While retail brings scale, D2C channels are emerging as an important long term play. Brands are investing in their own platforms to engage directly with parents and children.

“D2C is still small for us today, but it is the space we are investing in the most. Marketplaces and offline give us scale, while D2C gives us a direct relationship with parents,” said Shah.

PlayShifu also follows a similar approach. Dinesh Advani, Co-founder, PlayShifu, shared, “Marketplaces help us reach new customers, while our D2C channels help us build a loyal and engaged base that keeps coming back.”

Neha Makdey, Founder and CEO, Nesta Toys, said, “Our growth is currently driven through our D2C website, marketplaces and quick commerce platforms, allowing us to reach parents wherever they prefer to shop while maintaining a consistent brand experience.” 

This shift shows that while D2C may not yet be the largest channel, it is becoming critical for brand building and repeat engagement.

Local Manufacturing Gains Ground

Government initiatives and BIS compliance have pushed companies to focus on local manufacturing. This has reduced dependence on imports and improved product quality.

Aditya Krishnakumar, Co-founder, BIDSO, noted, “BIS compliance has shifted the industry from price led sourcing to quality led manufacturing. It has encouraged better designs and stronger systems.”

BIDSO manufactures 100 percent of its toys in India and has seen over 50 percent year on year growth. This reflects a larger trend where companies are investing in local supply chains to gain better control over cost, speed, and innovation.

“Local supply chains enable rapid prototyping and reduce lead times, helping us move faster from idea to product,” highlighted Advani.

Agrawal added, “The focus on local manufacturing and BIS compliance has strengthened our product development process. It has encouraged us to source more locally, improve quality standards, and design products that meet both regulatory requirements and customer expectations.”

Makdey also highlighted, “We are building a proudly Indian brand with products that are designed in house and manufactured locally, combining global design standards with Indian craftsmanship.”

IP and Content Take Center Stage

The toy industry is no longer just about products. Content, storytelling, and intellectual property are becoming key drivers of growth and differentiation.

Skoodle is investing in building its own identity. “We are focusing on our own IP and original content rather than relying only on licensed characters. We want the brand itself to be recognisable,” mentioned Shah.

At the same time, licensed products still play a role. Skoodle sees 30 percent of its sales coming from licensed characters, while BIDSO reports around 10 percent from licensed toys.

Agrawal said, “Licensed characters help us connect with established fan bases, while our original designs and custom creations allow us to offer unique products tailored to our customers’ needs.”

Makdey emphasised, “Our focus remains on building original intellectual property, with every product conceptualised and designed in house to maintain quality and innovation.”

Investors also see strong potential in this space. Abhiram Bhalerao, Partner, V3 Ventures (Verlinvest), said, “We are seeing real opportunity in India first brands that combine content, community, and retail distribution. The focus now is on building strong and defensible IP.”

STEM and Learning Lead Growth

Educational and STEM toys are becoming one of the fastest growing segments, driven by parents looking for value beyond entertainment.

PlayShifu has built its portfolio around interactive learning. “By creating innovative products with little direct competition, we are able to stand out and command a premium,” stated Advani.

Similarly, Skoodle is positioning its products around learning and development. From preschool toys to construction play, the focus is on building skills such as creativity, motor development, and problem solving.

Agrawal noted, “We are expanding our range of educational and interactive soft toys that combine fun with learning, while focusing on value engineering to keep products affordable.”

Makdey added, “Montessori and early learning principles are at the heart of every product we create, focusing on screen free, hands on play that supports cognitive and motor development.”

This trend is also reflected in pricing. While a large share of sales still comes from products under Rs 1000, premium segments are growing steadily, especially in educational categories.

Exports and Global Ambitions

India is also emerging as an export hub for toys, with several brands expanding globally.

PlayShifu exports to more than 30 countries, with exports contributing nearly 90 percent of its business. “India is central to our operations and a true global hub for us,” said Advani.

At the same time, domestic demand remains strong. Most brands still derive the majority of their revenue from India, but exports are becoming an important growth lever.

The Road Ahead

The Indian toy industry is at an interesting stage of evolution. It is moving from a fragmented and import dependent market to a more organised, innovation driven ecosystem.

However, challenges remain. Distribution complexity, seasonality, and compliance requirements continue to impact growth.

Bhalerao sums it up well: “The ecosystem is scalable but still maturing. Real growth will come from solving distribution, compliance, and building strong brands.”

As companies invest in manufacturing, IP, and new channels, the industry is expected to see consolidation and stronger Indian brands in the coming years.

The shift is clear. From clay toys to connected play, India’s toy story is now being shaped by innovation, localisation, and a deeper understanding of the modern consumer.

India's fashion and retail industry is entering a transformative phase. Rising disposable incomes, increasing digital penetration, evolving lifestyles, and a young aspirational population are reshaping the way consumers discover, evaluate, purchase and experience fashion. At the same time, the market has become significantly more competitive, with consumers having access to a wider range of domestic and international brands than ever before.

For legacy Indian fashion companies, this presents significant opportunities and challenges. The biggest opportunity lies in serving one of the world's most dynamic consumer markets. The challenge lies in staying relevant in an environment where consumer preferences evolve rapidly, trends change overnight, and brand loyalty can no longer be taken for granted.

The next phase of growth in Indian fashion will not be driven by scale alone but rather by a deeper understanding of consumers, continuous product innovation, omnichannel strategy, dominant digital presence and the ability to build brands that remain relevant across generations.

How Legacy Brands Are Staying Relevant

One of the biggest shifts in the Indian fashion market over the last decade has been the evolution of consumer behavior. Today's consumer is more informed, more experimental, and more willing to explore new brands and styles than ever before.

Historically, fashion brands benefited from strong customer loyalty built over years of trust and familiarity. While trust remains important, loyalty today must be continuously earned. Consumers are exposed to global trends through social media, digital platforms, influencers, and content creators. As a result, they are constantly evaluating new options.

This means that building a reputable fashion brand today requires much more than offering quality products. Brands must create meaningful consumer connections, maintain a distinct identity, and consistently deliver relevance. For legacy brands specifically, this has meant rethinking everything from product design and category mix to how they communicate with a newer, younger audience without alienating the loyal base they have spent decades building.

The most successful legacy brands are those that have treated reinvention not as a departure from their identity, but as an extension of it. They are investing in consumer research, collaborating with designers and cultural voices that resonate with younger demographics, and expanding into adjacent categories that align with where consumer demand is heading. The strongest brands are those that adapt to changing market realities while retaining the core attributes that consumers associate with them.

The Future of Denim and Casualwear in India

Among all apparel categories, denim remains one of the most enduring. Despite changing fashion cycles, denim continues to hold a unique position in consumers' wardrobes because of its versatility, comfort, and ability to naturally evolve alongside cultural trends.

The future of denim is not about whether the category remains relevant, it is about how it continues to adapt. Over the years, the market has witnessed a transition from slim fits to straight fits, relaxed silhouettes, wider cuts, and comfort-driven styles. These shifts reflect broader lifestyle changes and the growing preference for comfort-oriented fashion. Fabric innovation including stretch technologies, sustainable fibres, and performance-oriented treatments is further expanding what denim can offer and the base of growing consumers it can appeal to.

Casualwear has emerged as one of the most significant growth drivers within the apparel industry. As workplace dress codes become more relaxed and consumers seek clothing that seamlessly transitions between professional and personal settings, casualwear has become increasingly central to everyday wardrobes. This blurring of contexts has created a  significant space for brands willing to invest in category expansion beyond their core products.

The influence of Gen Z is particularly visible in this evolution. Unlike previous generations, younger consumers place greater emphasis on self-expression, individuality, and comfort. They are less interested in following prescribed fashion rules and more interested in creating their own style identities. This has contributed to the growing popularity of oversized silhouettes, relaxed fits, and more experimental fashion choices.

The result is a market where fashion is becoming increasingly personal. Consumers are no longer dressing simply to follow trends; they are dressing to reflect who they are. For brands, this presents an excellent opportunity to move beyond standardised product lines and build ranges that speak to individual expression at scale. 

Consumer Trends Across Tier I, II and III Markets

One of the most exciting developments in Indian fashion is the convergence of aspirations across geographies.

While Tier I cities have traditionally been early adopters of fashion trends, consumers in Tier II and Tier III markets are rapidly narrowing the gap. Increased internet penetration, social media exposure, and digital commerce have significantly democratized access to fashion inspiration and products. A consumer in a smaller city today has the same cultural references, the same influencer feeds, and increasingly, the same purchase options as their counterpart in a metro.

Consumers across India today are more fashion-conscious than ever before. They are highly aware of global trends, more confident in experimenting with styles, and more willing to invest in products that align with their aspirations.

The rise in spending power is also driving premiumization across categories. Consumers are increasingly seeking products that offer superior quality, design, innovation, and overall value. This is particularly visible in categories like denim and casualwear, where consumers are willing to pay more for better fits, better fabrics, and brands that feel aligned with their identity. 

However, the Indian market remains highly diverse. While some consumers prioritize fashion-forward products, others focus on comfort, sustainability, durability, or value for money.

This diversity reinforces the need for brands to understand multiple consumer segments rather than relying on a one-size-fits-all approach. Consumer-led innovation, where product decisions are informed by real behavioural data, regional preferences, and emerging demand signals will increasingly separate the brands that grow from those that merely survive.

Omnichannel Retail and the Rise of Connected Commerce

The relationship between physical retail and digital commerce continues to evolve.

While e-commerce has transformed the shopping journey, physical retail remains highly relevant. Consumers today not only expect convenience and speed, but also seek experiences that allow them to engage directly with products and brands.

Stores today serve a broader purpose than simply facilitating transactions. They function as spaces for discovery, engagement, and brand storytelling. Consumers often visit stores to experience products firsthand, understand quality and fit, and establish a stronger connection with the brand. In this sense, well-designed retail environments are as much a brand-building investment as they are a sales channel.

Simultaneously, digital platforms are accelerating product discovery and enabling impulse purchases. Consumers can now discover a product, evaluate it, and complete a purchase within minutes. Social commerce is further compressing this journey, turning content directly into commerce in ways that were not possible even a few years ago.

As a result, the future of retail is not about choosing between online and offline channels. It is about creating a seamless omnichannel ecosystem where stores, websites, marketplaces, mobile applications, and social commerce platforms work together to deliver a unified consumer experience.

Direct-to-consumer channels are becoming increasingly important within this ecosystem. Beyond driving sales, D2C platforms provide valuable consumer insights that help brands better understand preferences, personalize experiences, and build stronger long-term relationships. For Indian fashion brands, D2C also offers a significant opportunity to own the narrative, to present the brand on its own terms without intermediaries, and to gather first-hand insights that can inform everything from product development to marketing strategy.

Driving Sustainable Long-Term Growth

As market dynamics continue to evolve, sustainable long-term growth will depend on a combination of innovation, agility, and strategic discipline.

Product innovation will remain critical. Fashion is inherently dynamic, and brands must continuously respond to changing trends, emerging categories, and evolving consumer expectations. The ability to identify shifts early and translate them into relevant products is a crucial competitive advantage. Brands that invest in trend intelligence, faster product development cycles, and genuine category expansion will be better positioned to capture new demand as it emerges.

Technology will also play a central role. From demand forecasting and inventory management to consumer analytics and product development, technology can help brands make smarter decisions and improve responsiveness. The brands investing in these capabilities today are building structural advantages that will be difficult to replicate tomorrow.

Sustainability is another important consideration. While some consumers actively seek environmentally responsible products and others prioritize affordability, these objectives do not have to be mutually exclusive. Advances in technology and manufacturing processes are creating opportunities for sustainable products to become increasingly accessible and value-driven.

Ultimately, the brands that succeed over the next decade will be those that remain deeply connected to consumers while continuously evolving alongside them. 

Fashion trends will come and go, but the fundamentals of strong brand-building remain unchanged: understanding consumers, delivering consistent value, embracing innovation, and maintaining a clear identity.

In a rapidly changing marketplace, relevance will come from evolution, but longevity will come from trust. The future of Indian fashion belongs to brands that can successfully achieve both.

Authored by:

Hemant Jain, Joint MD, KKCL