How Homegrown D2C Fashion Brand Freakins is Planning to go Global

VFI Group, a leading manufacturer of premium mattresses in India, has launched its flagship store, Beyond Sleep, which is India’s first-of-its-kind showroom, featuring some of the world’s most renowned mattress brands under one roof. The store houses premium mattress brands such as Simmons Beautyrest, Serta, Springfit, Organa, and the Springfit Luxury Furniture Collection, offering customers an unparalleled sleep experience.

Speaking about the new venture, SK Malhotra, Director – Sales & Marketing, VFI Group, expressed his excitement, saying, “It was our dream to open a flagship showroom where customers can come and select the mattresses as per their choice—whether it’s comfort, luxury, or budget. We have a wide range of mattresses with varying quality and varieties from all our brands, along with accessories like mattress covers, bed sheets, toppers, and protector covers.”

The store not only allows customers to explore different kinds of mattresses but also provides them the opportunity to touch, feel, and even test the comfort by lying down. Malhotra emphasized, “Consumers can come in the showroom under one roof, feel, touch, and even sleep for a while to experience the comfort before making a choice.”

Premium Brands Under One Roof

VFI Group is the parent company of the highly acclaimed Springfit brand. Over the years, the group has introduced global giants like Simmons Beautyrest, Serta, and Organa to the Indian market. “All these brands are from the USA and are world-famous. We brought them here just two years back, and they have already started doing miracles in the market because of their quality,” said Malhotra.

Revolutionizing Sleep Quality

The store offers a wide price range, starting from Rs 15,000 and going up to RS 12 lakh, catering to diverse preferences and budgets. Malhotra added, “We assure customers of complete sleep satisfaction. Everyone deserves comfortable sleep for 8 hours, and we are committed to providing that with our products.”

Apart from mattresses, the store also features a luxury furniture collection, including beds, sofas, and almirahs, all crafted with top-notch quality and design. VFI Group has also recently set up a massive polyurethane foam plant in Meerut, considered the biggest in Asia, to support its Springfit Luxury Furniture Collection.

Brick-N-Mortar Expansion

The flagship store in India is just the beginning. VFI Group has ambitious plans to open 100 Beyond Sleep showrooms across major Indian cities within the next year. Cities like Mumbai, Bangalore, Delhi, Hyderabad, Chandigarh, Kolkata, Visakhapatnam, and even Kerala and Punjab are on the radar.

“We have received immense positive feedback since opening our first showroom, and people from all over the country are expressing interest in bringing this concept to their cities,” Malhotra noted.

Manufacturing and Global Reach

VFI Group takes pride in its Indian manufacturing roots, with six state-of-the-art factories across India, including locations in Coimbatore, Baroda, Haridwar, and three in Meerut. A new factory is also being planned in Bhubaneswar, Odisha.

In addition to its strong Indian presence, the company has expanded globally, exporting to 30 countries, including the USA, Japan, Canada, and Australia. The group also boasts a manufacturing unit in Bangkok for Organa and is setting up a new unit in New Mexico.

Catering to All Markets

While flagship showrooms will be opened in major cities, the company also plans to cater to Tier II and III markets by introducing affordable options from brands like Springfit and Serta. Malhotra explained, “We will supply the more affordable ranges where they are feasible. In smaller towns, customers may prefer foam or spring mattresses that are easier on the pocket.”

Customization and Innovation

Customization is a cornerstone of Beyond Sleep’s offerings. The store provides tailored solutions for interior designers and home projects, allowing customers to order mattresses in unique sizes and thicknesses. “Depending on the area and the bed size, we can customize mattresses according to customer needs,” said Malhotra.

Robust Online Presence

Currently, Springfit is the only brand available online, as Beyond Sleep focuses on the in-store experience. “Beyond Sleep is strictly offline because we want customers to experience the comfort and luxury firsthand,” explained Malhotra. Despite this, the footfall has been consistently high since the store’s launch, with satisfied customers spreading positive word-of-mouth.

A Vision for the Future

Looking ahead, VFI Group aims to achieve a turnover of Rs 1,000 crore through expanding manufacturing and retail footprints. “Our goal is to continuously innovate in the mattress industry and deliver premium comfort to every customer. We are proud of our journey and excited for what lies ahead,” concluded Malhotra.

Beauty shopping has evolved beyond simple transactions. Consumers seek personalization, expert recommendations, and seamless shopping experiences. FOY, an innovative smart beauty platform, fills this gap, where consumers can find products with the assistance of expert guidance and AI recommendations. It is leading this transformation by merging technology with curated product selections, ensuring that every customer finds the perfect fit for their skincare and beauty needs.

The Genesis of FOY

Born from the vision of Bhavika Kothari, Founder, FOY. It started as a B2B business, bringing exclusive Korean beauty brands to India. 

Bhavika Kothari, Founder, FOY said, “During COVID, I explored K-beauty and realized how difficult it was to find the right products online without expert guidance. Most platforms lacked personalized recommendations, and the shopping experience felt overwhelming rather than seamless. I saw a gap in hyper-personalized beauty e-commerce — a space where consumers could find products that truly work for them through expert guidance, AI-driven recommendations, and immersive experiences.”

However, recognizing the need for a consumer-driven, hyper-personalized experience, the company transitioned into a beauty-tech platform. Now, with AI-driven recommendations, AR integrations, and expert consultations, this e-commerce beauty platform is set to redefine how beauty enthusiasts shop online.

Tech-Powered Beauty

The platform curates an exclusive brand portfolio, offering unique, high-quality beauty solutions. 

“We are working on launching our app with BeautyGPT and ‘Personalize Me’ feature, making FOY the most experiential beauty shopping platform in India. It is set to roll out by June-end with a strategic partnership with ORBO.AI. FOY is not just about selling products; we are building an engaged beauty community through influencer collaborations, education, and expert-led content,” Bhavika explained. 

It integrates AI-powered chatbots like BeautyGPT and the ‘Personalize Me’ feature, live shopping with influencer-led showcases, and in-depth product insights, including ingredient breakdowns, user reviews, and expert recommendations.

Overcoming E-Commerce Challenges

The digital beauty market is highly competitive, with giants like Nykaa and Tira dominating the space. FOY differentiates itself by addressing key e-commerce challenges and balancing rising customer acquisition costs with retention strategies through community engagement and personalized marketing. 

The founder added, “In a competitive beauty market dominated by giants like Nykaa and Tira, success hinges on more than just acquiring customers — it’s about retention, trust, and seamless service. FOY is tackling these challenges with AI-driven personalization, blockchain-backed authenticity, and a robust logistics network to redefine beauty e-commerce in India.”

Future of E-Commerce

The next 3-5 years will see e-commerce evolve with AI-driven personalization, enhancing shopping experiences through machine learning, much like FOY’s BeautyGPT. 

Social commerce and live shopping have gained momentum as influencers and brands sell directly via social platforms.

Bhavika elaborated, “The future of e-commerce will be defined by AI-driven personalization, social commerce, and a shift toward sustainability. As consumers demand authenticity and seamless omnichannel experiences, innovations like blockchain verification and experiential retail will shape the next era of online shopping.”

Additionally, with counterfeit concerns on the rise, blockchain verification may become a standard in beauty e-commerce, ensuring authenticity and consumer trust.

The Impact of Quick Commerce

Consumer expectations for rapid deliveries are shaping e-commerce strategies. While FOY is not a pure quick-commerce platform, it is enhancing fulfillment through: 

• Micro-Warehousing Solutions: Strategically placed regional hubs for faster deliveries.
• AI-Powered Logistics Optimization: Route planning to minimize delays and costs.

Bhavika stated, “Quick commerce has redefined consumer expectations, making speed a priority. While FOY isn’t a pure Q-commerce platform, we’re exploring micro-warehouses and optimized fulfillment to balance fast deliveries with expert-driven personalization.”

Smart Fulfillment Strategies

FOY operates on an inventory-led model with its warehouse, allowing for better stock control and faster order processing. By partnering with reliable logistics providers, the platform ensures quick deliveries while actively expanding its warehouse network to optimize costs and reduce shipping times.

 “By operating our warehouse and expanding logistics network, FOY ensures better stock control, faster processing, and quick deliveries — setting new standards for efficiency in beauty e-commerce. AI-driven predictive inventory, route optimization, and automated order processing enable FOY to streamline logistics, minimize errors, and deliver a seamless shopping experience,” Bhavika emphasized. 

To tackle last-mile delivery challenges, especially in Tier II and III cities, FOY is partnering with local courier services to enhance reach and efficiency. AI-driven route optimization helps reduce costs and delays, while the exploration of hub-and-spoke models strengthens regional distribution, ensuring a seamless and reliable delivery experience for customers across various locations.

She further added, “Reaching customers in Tier II and III cities is a priority. By partnering with local couriers and leveraging AI-driven route optimization, FOY is making fast, reliable delivery accessible across India.”

Commitment to Sustainability

The Founder pointed out, “We are transitioning to eco-friendly packaging by reducing plastic use and switching to biodegradable materials. To further minimize our environmental impact, we are optimizing shipping by grouping orders to reduce our carbon footprint.”

FOY integrates eco-conscious practices into its business model by reducing plastic use through biodegradable packaging, optimizing shipping with grouped order dispatches to minimize carbon footprints, and partnering with sustainable brands that share its commitment to ethical beauty. 

FOY’s Five-Year Plan

FOY’s long-term vision is to become the ultimate beauty destination by expanding brand partnerships to offer exclusive, high-quality products, launching its beauty line tailored to consumer preferences, and integrating experiential retail to blend online and offline shopping. 

With plans for international expansion, it aims to establish itself as a global beauty-tech leader, redefining the future of beauty e-commerce.

“FOY aims to redefine beauty tech by blending AI-driven personalization with exclusive brand partnerships and immersive shopping experiences. Our strategy includes expanding our brand portfolio, launching FOY’s own beauty brand, integrating offline experiential retail, and scaling globally. Through tech innovation, influencer-led commerce, and community-driven growth, FOY will become the ultimate beauty destination,” Bhavika concluded.

India is undergoing a massive transformation in its consumer electronics space. With a growing appetite for smart, AI-integrated products and an urgent demand for air purifiers amid worsening air pollution, the timing couldn't be better for a new player to step in. Enter OTEK, a Bora Multicorp venture, spearheaded by Prashant Bora, MD & CEO, with a bold vision to redefine smart electronics and consumer durables in India. With the backing of Bora Multicorp, a company already pulling in Rs 6,000 crores annually in mobile phones and consumer electronics distribution, OTEK aims to cross Rs 200 crore in revenue and introduce up to 100 products by FY25.

The opportunity is enormous. India's consumer electronics and home appliances market is expected to touch nearly $100 billion by December 2024, positioning the country as the third-largest market globally, behind only China and the US. Recognizing this shift, OTEK is strategically aligning itself with the government's National Policy on Electronics (NPE) 2019, which aims to make India a global hub for electronics design and manufacturing. With a planned 20-25 percent annual growth rate over the next decade, OTEK is set to become a household name by offering high-quality, AI-driven, and affordable consumer tech products.

Building OTEK

The genesis of OTEK is rooted in Prashant Bora’s deep experience in the consumer electronics industry. As a first-generation entrepreneur, he has built Bora Multicorp into one of India's largest international traders in mobile phones and consumer electronics. Now, he is leveraging that expertise to create a homegrown brand that caters to India’s evolving demand for smart technology.

"OTEK is an emerging brand in consumer electronics, and we are introducing some of the most innovative smart products under this brand in India. Our first major launch, the AI Mouse (BM09), is India's first AI-integrated mouse, and it’s already receiving an overwhelming response. Alongside this, we have entered the air purifier and LCD projector market, and soon, we will launch window vacuum cleaners, dashcams, and gaming monitors," shares Prashant Bora.

Why AI and Smart Electronics?

India is rapidly embracing AI-driven smart electronics, yet the available products lack true intelligence, making everyday usage cumbersome. OTEK’s mission is to bridge this gap by integrating AI and machine learning algorithms into its products.

"There’s a huge demand for smart electronics, but we felt the existing products weren’t as smart as they should be. Our vision is to bring AI-powered solutions that enhance user experience. For instance, our AI Mouse can learn user behavior and optimize functions accordingly. Soon, we will launch an AI Keyboard and expand our AI-based product portfolio," Bora explains.

How OTEK is Scaling Across India

Although OTEK is just eight months old, its growth trajectory is impressive. The AI Mouse has been a market disruptor, receiving positive reviews, while air purifiers are experiencing an uptick in demand due to declining air quality across metro cities.

"The awareness level for air purifiers in India is still low, but demand is rising. When you see billionaires like Bryan Johnson cutting interviews short because of poor indoor air quality, you realize how serious this issue is. We strongly believe air purifiers will become a household necessity in Indian metros and eventually across Tier II and Tier III cities," says Bora.

OTEK is aggressively expanding both online and offline. The brand has already launched on Amazon and plans to roll out on Flipkart and other e-commerce platforms. On the offline front, OTEK is building a strong network across India, appointing state heads and distributors in major regions like Punjab, Delhi, Uttar Pradesh, Maharashtra, Karnataka, Gujarat, and South India. "Our team is working to establish an extensive offline presence, and we are actively onboarding distributors. Given our experience in manufacturing in China, we have the expertise and supply chain in place to scale up rapidly," Bora adds.

How AI is Transforming Consumer Electronics

AI is no longer just a buzzword—it’s a game-changer in consumer electronics. OTEK is betting big on AI-powered gadgets that enhance efficiency, connectivity, and user experience.

"AI gadgets are the future. We are looking at smart home management, voice recognition, and predictive analytics. Imagine a TV remote with an AI key that identifies an actor on screen or finds where you can buy the shoes they’re wearing. AI will bring seamless interaction between devices, making homes truly intelligent," Bora explains.

The decline in microprocessor and sensor costs is making AI integration more affordable, further accelerating its adoption. "When I started manufacturing mobile phones in China in 2009, a chipset cost $10. In just four years, it dropped to $0.40—a 96 percent cost reduction. The same trend is happening with sensors, making AI-enabled products more accessible," he notes.

Future-Proofing OTEK

Looking ahead, OTEK is set to expand its portfolio aggressively. AI-powered smart home devices, robotic vacuum cleaners, and 5G-enabled gadgets are already in the pipeline.

"We are just getting started. Our focus is on making AI-powered products affordable, high-quality, and extremely user-friendly. As technology evolves, we aim to keep bringing innovations that simplify everyday life. The future belongs to smart, intuitive gadgets, and OTEK is committed to leading this transformation in India," Bora concludes.

With its ambitious roadmap, strong leadership, and a deep understanding of the market, OTEK is well on its way to becoming a dominant player in India’s consumer electronics space. As AI-driven gadgets take over homes and offices, OTEK is poised to shape the future of smart technology in India.

In a country where beer culture is progressing rapidly, Proost, an alco-bev brand, has carved a niche for itself by staying true to the fundamentals–great taste, affordability, and accessibility. Founded in 2017 with a vision to revolutionize the Indian alcohol and beverage industry, Proost is about brewing passion. It stands out with a clear vision: to provide high-quality beer at an affordable price. The brand focuses on crafting beers with low bitterness while maintaining superior taste and quality, appealing to the evolving Indian palate.

The brand has experienced exponential growth, boasting a CAGR of 130 percent over the last three years. With ambitious plans to scale further and a projected topline of Rs 120 crore in FY 2024, Proost is well on its way to becoming a household name and is aiming to have a 5 percent stake in the Indian beer market. 

Tarun Bhargava, Co-Founder and CEO, Proost said, “The distinct vision of giving the Indian market a high-quality beer that didn’t compromise on affordability. We identified that the Indian beer industry needed a product that merged exceptional taste and quality without being excessively complicated and bitter. The vision was crisp and ambitious: revolutionize the Indian Alcobev industry by providing beers that exhibit low bitterness, outstanding taste, and superior quality.” 

Beyond Urban Limits

In 2024, the Indian Beer market touched Rs 444.6 billion. According to the IMARC report, the same market is expected to touch Rs 802.5 billion by 2033 with a CAGR of 6.72 percent between 2025-2033.

Tarun explained, “Just 50 to 60 kilometres outside of major cities like Delhi, Mumbai, or Bangalore, the preferences of consumers are very different. Here, building a solid presence and offering dependable and easily available beer selections to satisfy their demands are the top priorities. By striking a balance between innovation in premium services and a dedication to servicing the wider market, our 2025 plan aims to bridge these two Indias.”

He added, “India exhibits two realities: one marked by urban sophistication and one anchored in rural simplicity.” Urban cities like Delhi, Gurgaon, or Bengaluru have more inclination toward premiumization, demanding refined flavors and international-quality brews. On the other hand, rural consumers prioritize easy reach, valued brand name, and reliability.

While innovating for the premium segment, it is also focusing on deeper market penetration in rural areas. Proost’s 2025 roadmap is designed to strike a balance between these two contrasting markets, ensuring a widespread presence across the nation.

The Path to a 5 percent Market Share

The brand has an ambitious plan–to secure a 5 percent stake in the Indian beer industry. The brand’s strategy is rooted in three key principles: “We believe in ‘no-nonsense beer’ sticking to the basics that matter most: availability, visibility, and the right temperature at ‘thekkas’ and retail outlets,” Tarun pointed out. “Our focus is simple—offering great quality at the right price.”

By maintaining an unwavering focus on quality and affordability, Proost is confident in overcoming challenges such as regulatory hurdles, intense competition, and shifting consumer behaviors.

Standing Out

The beer industry in India is brimming with competition, with both domestic and international players vying for market share. What sets Proost apart is its ‘priority to deliver a beer with an authentic taste’. The brand closely monitors changing alcohol consumption trends, adapting its products to evolving consumer preferences.

A key differentiator for Proost is its focus on low bitterness and high drinkability. Recognizing that modern consumers favor lighter, refreshing beers, the brand continuously refines its brewing techniques.“Proost analyzes customer feedback regularly and monitors industry trends to continuously enhance our offerings,” Tarun explained.

Upward Growth Trajectory

Despite market fluctuations, Proost has demonstrated impressive growth, maintaining a CAGR of 130 percent over the past three years. It rebounded post-COVID, scaling from Rs 7 crore to Rs 120 crore in FY 2024. For expansion plans, Proost aims to strengthen its presence, and reach a wider audience by 2025.

Tarun elaborated, “Also, our focus is on introducing innovative products as well that truly resonate with consumers. Post-COVID, we started at Rs 7 crore, then secured Rs 22 crore the following year, and further attained a growth of Rs 42 crore last year. In FY 2024, we expect to achieve a topline of Rs 120 crore, a significant milestone in our growth journey. Looking ahead to 2025, our focus is on expanding our reach, strengthening our presence in key markets, and introducing innovative products that truly resonate with consumers.”

Expanding Retail Footprint

Ensuring visibility and availability is crucial in India’s diverse retail landscape. Proost has established a vigorous offline distribution network, making its presence felt in key states like Delhi, Punjab, Uttar Pradesh, Jharkhand, Kerala, and Karnataka. 

“In every region, we are dedicated to making our beer available at all times, cold, and in the best possible state, which is most critical for customer satisfaction,” the co-founder emphasized.  By increasing its retail footprint to 25,000 to 30,000 outlets, the brand aims to make its beer readily available to consumers across the country.

Today, many beer brands are venturing into exclusive retail partnerships to create unique consumer experiences. Proost is carefully evaluating potential collaborations that align with its brand identity. “Exclusive retail partnerships can be a way to create a channel for distinctive customer interaction, either through carefully curated in-store experiences or special promotions,” he explained. 

Adapting to Trends

The beer industry in India is experiencing a shift toward premium, craft, and low-alcohol options. Proost is embracing these changes by introducing new products that enhance drinkability while meeting the expectations of the modern consumer. 

Tarun stated, “In India, the retail segment constitutes 85-90 percent of alcoholic drink consumption, so the success factor will be having a robust offline distribution network. The beer industry in India is shifting toward premium, craft, and low-alcohol options. Proost plans to meet these trends by launching new products, enhancing drinkability, and aligning with evolving consumer preferences.”

“To raise our brand awareness among GenZ, we plan to engage with them more through exciting and relatable brand experiences,” he emphasized. Proost is leveraging digital marketing, social media, and strategic collaborations to strengthen its brand presence among younger consumers. 

“We will be using digital marketing, social media, and collaborations that are attractive to youth. We also plan to introduce products that resonate with their preferences for lighter, crisper beers and explore experiential marketing to create lasting brand impressions,” Tarun expressed. 

Commitment to Sustainability

The brand takes conscious steps to reduce its environmental footprint, including a 50 percent bottle reuse rate in Delhi. 

Tarun said, “We contribute to a greener future while maintaining the high-quality standards our consumers expect. For instance, we have a 50 percent reuse rate with recyclable bottles in Delhi. Additionally, we are committed to reducing waste, conserving energy, and sourcing ingredients sustainably.”

Proost is also committed to minimizing waste, conserving energy, and adopting eco-friendly packaging solutions to align with the growing eco-conscious consumer base.

In the next five years, the brand envisions itself among India’s leading beer brands, with an extensive presence in both urban and rural markets. With a target of 25,000–30,000 retail points, strengthening its distribution network.

“Our emphasis will continue to be on quality, sustainability, and consumer interaction so that Proost remains up-to-date and continues to expand in a changing market,” Tarun concluded.

Godrej Interio, a leading name in India's furniture industry, has been on an aggressive expansion spree, redefining the way Indian consumers experience home and office interiors. With a commitment to quality, innovation, and accessibility, the brand has significantly expanded its retail footprint, filled product portfolio gaps, and leveraged cutting-edge technology to enhance customer experience.

Expansion is at the core of Godrej Interio’s growth strategy. The company is adding two exclusive showrooms every week, having opened 104 showrooms in the past year alone. In the last two years, the brand has added over 220 exclusive showrooms, strengthening its presence across metros, Tier II and III cities.

“In addition to exclusive showrooms, we have expanded our reach by onboarding around 700 new retailers and distributors. These retailers penetrate deep into India’s towns and villages, ensuring that high-quality, factory-made furniture is available to customers across the country. We now operate 1,015 exclusive stores, in addition to approximately 3,700 retail outlets under our distribution network, bringing the total count to over 4,000 retail points,” said Dr. Dev Narayan Sarkar, Senior Vice President and Head of Consumer Business, Interio.

Product Portfolio Expansion and Customization

Understanding the evolving needs of Indian consumers, Godrej Interio has expanded its product portfolio to cater to a diverse audience. The company has introduced affordable furniture, such as almirahs priced at Rs 16,000 and complete sofa sets starting at Rs 15,000, while also offering premium modular ranges like Upmods beds, Upmods sofas, Upmods dining, Creations X3, and Steel Chef 2 kitchens.

This range ensures that the company caters to both budget-conscious consumers and high-end customers looking for fully customized interiors. With a strong focus on customization, the company can furnish an entire home—from bedrooms and living rooms to kitchens—offering tailored solutions for varied customer preferences.

Dominance in the Kitchen Segment

The kitchen segment has witnessed remarkable growth for Godrej Interio. In the past year, its kitchen showrooms have increased from 220 to nearly 300, reflecting a growing demand for well-designed, durable, and modular kitchen solutions. With increasing aspirations in Tier IV towns and affluent villages, modern kitchens are no longer a luxury but a necessity, and Godrej Interio has successfully tapped into this trend.

Mattress Segment: A Growing Business

The brand is also a significant player in the mattress segment, generating nearly Rs 300 crore in sales annually. Despite its strong presence in the furniture market, many consumers are unaware of its extensive range of over 200 mattress products. “With a vast distribution network, we are steadily building our reputation as a reliable mattress brand, offering everything from basic models to high-end variants tailored to regional preferences,” he asserted.

New Product Launches and Future Expansion Plans

In a bid to capture untapped markets, Godrej Interio is launching a new range of children’s furniture with height-adjustable tables and chairs designed to grow with the child. Understanding the evolving trends in home decor, the company is also introducing a dedicated line of gaming chairs, responding to increasing demand in the gaming community.

With its state-of-the-art Salvagnini manufacturing system, the company has the flexibility to rapidly design and produce new furniture based on market demand. This allows it to remain agile and responsive to consumer needs.

New Innovation: Product ATMs

Taking retail innovation a step further, Godrej Interio is in the process of launching ‘Product ATMs’—glass enclosures outside showrooms equipped with AI-assisted screens. These kiosks will allow customers to browse, configure, and purchase furniture beyond showroom hours. With 24-hour security personnel available to verify receipts, this move aims to enhance convenience for customers with busy schedules.

E-Commerce Growth and Digital Transformation

The brand has made significant strides in digital transformation and e-commerce. Currently, 9 percent of its total revenue—approximately Rs 3,500 crore—comes from online sales, up from just 3 percent two years ago. This rapid digital growth is attributed to increased investments in AI-driven marketing, Google My Business optimization, and advanced analytics tools that track customer preferences and purchase behaviors.

“Additionally, we are implementing AI-generated product renderings, reducing the need for expensive photoshoots. By leveraging AI, we can showcase multiple color and design variations of a single product, enhancing our digital catalog and improving customer engagement,” explained Dev.

Global Presence and Exports

While Godrej Interio is a dominant force in India, its global footprint is also expanding. The brand supplies furniture across Canada, the U.S., New Zealand, and Australia, with a robust network of dealers and distributors. It has export-oriented factories in Vietnam, Oman, and Chennai (Tambaram), focusing on catering to international markets. “Additionally, Nepal has emerged as a strong market, with multiple Godrej Interio stores across various cities, including Kathmandu,” he highlighted.

Consistent Growth and Market Potential

With the Indian furniture market valued at Rs 140,000 crore, the company sees immense potential to capture a larger share while maintaining profitability.

“We are currently growing at approximately 23 percent year-on-year and expect to close at around 25 percent. The market presents a tremendous opportunity for brands that can get it right. Maintaining a steady growth rate of 25 percent CAGR will not only strengthen our position but also help us increase market share, as few brands are expanding at this pace. Over the past couple of years, we have made significant progress, and we intend to sustain this momentum by consistently introducing trendy and modern furniture, along with stylish and high-quality mattresses,” concluded Dev.

The world of beauty and skincare is evolving rapidly, with convenience and speed becoming paramount for modern consumers. Recognizing this shift, Innisfree India has embraced quick commerce, ensuring that its premium skincare solutions are readily available to customers with just a few taps on their smartphones. Mini Sood Banerjee, Assistant Director & Head of Marketing, Innisfree India, shared insights on this strategic move, the challenges faced, and the exciting future ahead for the brand in the quick commerce space.

The Motivation Behind Entering Quick Commerce

"Our move into the quick commerce space is driven by the changing expectations of today’s consumers, who want their favorite products delivered quickly and conveniently," said Banerjee. As a brand deeply rooted in understanding and addressing customer needs, Innisfree saw this as a natural progression.

By leveraging quick commerce platforms like Blinkit, the brand aims to make its skincare solutions more accessible. "This move perfectly allows us to cater to modern lifestyles without compromising on quality. It’s about staying agile and relevant in a dynamic market while continuing to build stronger connections with our consumers," she added.

Quick Commerce’s Transformation of the Beauty Industry

The rise of quick commerce is reshaping the beauty industry, pushing brands to innovate and meet new consumer demands. "It’s no longer just about availability; it’s about being present at the right moment—whether it’s for a last-minute occasion or a quick restock of daily essentials," stated Banerjee.

Brands are now focusing on travel-friendly sizes, mini products, and curated kits to align with this evolving landscape. Moreover, quick commerce offers valuable real-time consumer insights, helping brands adapt swiftly to purchasing trends. For Innisfree, this transformation has been an exciting opportunity to meet customer demands while staying true to its eco-conscious and quality-focused values. "Ensuring that convenience and sustainability go hand in hand is at the core of our strategy," Banerjee emphasized.

Challenges in Adapting to Quick Commerce and Overcoming Them

Transitioning into quick commerce posed several challenges for Innisfree, particularly in ensuring the safe delivery of delicate skincare products. “Packaging became a key focus area, and we are constantly working with safe packaging to protect products during rapid logistics,” Banerjee explained.

Another significant challenge was aligning the product portfolio with the preferences of quick commerce users, who prioritize convenience and travel-friendly options. To tackle this, the brand introduced curated kits and mini-sized products specifically designed for this format. “We wanted to ensure that our customers get the same premium experience with Innisfree, even in the fast-paced world of quick commerce,” she added.

Key Product Categories and Innovations for Quick Commerce

The brand has strategically launched its most popular and frequently used product categories on quick commerce platforms. "Cleansers, moisturizers, and serums have been our primary focus as they cater to essential skincare needs," shared Banerjee. Recognizing the demand for convenience, it has also introduced travel-sized products and curated skincare kits.

"We’ve innovated with smaller packaging that ensures ease of delivery without compromising on product integrity. These adjustments not only make our offerings more accessible but also allow customers to experience the best of Innisfree in a way that complements their fast-paced lifestyles," she further noted.

Maintaining Product Quality in Rapid Delivery

A major concern with quick commerce is maintaining product quality during the rapid delivery process. Innisfree has taken significant measures to ensure that its skincare products remain fresh and effective upon arrival. "Our protective, eco-friendly packaging safeguards our delicate skincare products during transit, minimizing the risk of damage," Banerjee explained.

The brand also conducts regular quality checks to ensure that customers receive their products in pristine condition. "Delivering the premium experience that customers expect from Innisfree is our top priority, even with the fast pace of quick commerce," she added.

The Future of Quick Commerce for Innisfree

When asked whether quick commerce will become a significant revenue driver for Innisfree, Banerjee remains optimistic but cautious. "Quick commerce is expected to become a significant revenue driver as consumer preferences increasingly lean toward convenience and speed. Platforms like Blinkit have opened up new opportunities for us to reach customers instantly. However, since these are our initial months on quick commerce, it’s too early to determine exact revenue contributions."

Scaling Plans and Competitive Strategy

To scale its presence in quick commerce, Innisfree is focusing on strengthening its partnerships and expanding its product portfolio. "We plan to deepen our relationships with platforms like Blinkit and Zepto and introduce more curated SKUs tailored for this format," Banerjee shared.

As competition in quick commerce intensifies, staying ahead requires continuous innovation and agility. "Our strategy is to not just be present but to lead with thoughtful, consumer-centric innovations that blend convenience with sustainability. By focusing on what truly matters to our customers, we aim to set new benchmarks in the beauty industry’s quick commerce landscape," she concluded.

In a country where wellness trends come and go, Sova Health is making waves with a game-changing approach to gut health—one that blends cutting-edge technology with hyper-personalized care. With 56 percent of Indians battling digestive issues and 80 percent failing to seek timely intervention, this full-stack gut health startup isn’t just filling gaps—it’s rewriting the rulebook.

The Birth of a Gut Health Disruptor

Sova Health was founded to challenge the chronic neglect of gut health in India. By integrating advanced microbiome testing with data-backed solutions, it aims to revolutionize digestive wellness. Co-founder Tanveer Singh explains, “Gut health issues are widespread but often overlooked. The wellness industry offers temporary relief, but the real need is for long-term, science-backed solutions. Since every person’s microbiome is as unique as a fingerprint, generic probiotics don’t work. We wanted to change that. With AI-powered data analytics and microbiome testing, we create personalized wellness solutions that tackle gut health problems at their root—literally.”

Mastering D2C  Retail

From a retail standpoint, Sova Health was Initially launched as a direct-to-consumer (D2C) brand, it is now expanding its offline footprint. “Gut health is deeply personal, and a trusted network of experts is crucial for real impact. That’s why we’ve partnered with leading doctors, nutritionists, and health practitioners across India,” Singh shares. Tie-ups with top medical institutions like AIIMS Delhi, Medanta, and Ganga Ram Hospital cement its credibility.

Sova Health is also bridging the gap between online convenience and offline expertise with its ‘Gut Experience Centers’—physical spaces where consumers can get in-person consultations, undergo gut microbiome testing, and receive personalized wellness plans. These centers are designed to become educational and diagnostic hubs, elevating the consumer experience beyond traditional healthcare.

Tech-Powered Personalization

Enter Sova X, Asia’s first custom-made probiotic developed using robotic compounding technology. Each formulation is created in micro-batches, ensuring hyper-personalized effectiveness. “By leveraging AI, genetic sequencing, and data analytics, we ensure every solution is rooted in cutting-edge science,” Singh explains.

And the results speak for themselves—within just three months of launch, over 2,000 individuals have benefited from Sova X, with an impressive Net Promoter Score (NPS) of 75.

Beyond Probiotics: The Future of Gut Wellness

Sova Health is building an entire gut health ecosystem, extending beyond probiotics to address immunity, skin health, energy levels, and mental well-being. The brand’s next frontier? A deeper push into Gut Experience Centers, where consumers can undergo microbiome testing, receive expert consultations, and access personalized wellness solutions.

“Yes, absolutely. Gut health directly impacts immunity, skin health, energy, and even mental well-being. Our goal is to develop a comprehensive range of data-backed solutions that address these interconnected aspects,” Singh affirms.

Scaling New Heights

Since its launch, Sova X has rapidly gained traction, ensuring global quality compliance with certifications such as FSSAI, GMP, FDA, HACCP, and ISO. With $1.5 million in seed funding from investors like Antler, Goodwater Capital, and Venture Catalysts, Sova Health is gearing up for its next growth phase. “We are in discussions with institutional investors to scale operations, expand internationally, and introduce new science-backed wellness solutions,” Singh reveals.

A Global Vision

Sova Health isn’t just thinking local—it’s setting its sights on global leadership in gut health. Over the next five years, it plans to strengthen its omnichannel presence by expanding both digital and offline retail channels. “Our mission is to make personalized, data-driven gut health solutions mainstream—helping people lead healthier lives through targeted, science-backed interventions,” Singh emphasizes.

Additionally, Sova Health is developing a new line of wellness products aimed at tackling a broader range of gut-related health concerns. With a strong focus on international expansion, the brand is ready to bring its gut health revolution to the world, positioning itself as a pioneer in the global wellness industry.

The beauty industry is undergoing a rapid transformation, with convenience and instant gratification shaping customer expectations. Leading the charge is Etude India, which has ventured into the quick commerce space to cater to the fast-paced lifestyle of modern consumers.

The decision to step into quick commerce was driven by a clear customer demand for speed and convenience. “Today’s customers love the convenience of getting their favorite beauty products delivered instantly. It’s all about meeting their fast-paced lifestyles,” said Mini Sood Banerjee, Head of Marketing and Assistant Director, Amorepacific India.

By leveraging quick commerce platforms, Etude India ensures that customers can access essential beauty products at the tap of a button. The move aligns with the brand’s commitment to innovation and accessibility, helping it stay competitive in an ever-evolving market.

Overcoming Challenges in the Quick Commerce Space

Adapting beauty products for quick commerce came with its own set of challenges. The foremost concern was the packaging—products needed to be compact yet sturdy to withstand rapid deliveries. “One major challenge was creating compact, sturdy packaging that could handle speedy deliveries. Customers on these platforms often prefer smaller-sized products, which luckily matches our existing lineup of cute, travel-friendly items,” Banerjee explained.

Additionally, ensuring seamless logistics required close collaboration with delivery partners to guarantee safe handling and high-quality service. By optimizing inventory placement at fulfillment centers, Etude India ensures a smooth and reliable quick commerce experience.

How Quick Commerce is Reshaping the Beauty Industry

The beauty industry is swiftly adapting to the rise of quick commerce by offering convenient, travel-friendly, and instant-use products. Brands are increasingly focusing on smaller product sizes and exclusive quick-commerce-only offerings. “Speed, accessibility, and instant availability are becoming must-haves, and brands are adapting quickly to stay relevant,” she highlighted.

With quick commerce, beauty brands can reach customers in a matter of minutes, changing the way they engage with their audience. Limited-time launches, mini-product formats, and express beauty solutions are some of the trends gaining momentum in the sector.

Etude India’s Exclusive Quick Commerce Lineup

Etude India has strategically introduced products that cater to last-minute beauty needs. Its quick commerce range includes must-have touch-up essentials, such as fixing tints in multiple shades that offer affordability without compromising on variety.

“Innovation plays a key role in our strategy. We have focused on lightweight, eco-friendly packaging to suit the fast-delivery model while ensuring that our customers receive high-quality products instantly,” Banerjee shared. This emphasis on efficiency and innovation helps the brand stand out in the competitive quick commerce landscape.

Logistics and Quality Assurance

Meeting the fast delivery expectations of quick commerce required Etude India to rethink its supply chain. The brand has restructured its operations to position products closer to high-demand areas, ensuring faster deliveries. “We’ve partnered with platforms that have strong delivery systems and optimized our inventory at fulfillment centers to make sure our products are always ready to go,” explained Banerjee.

Beyond logistics, quality assurance remains a top priority. Etude India ensures that products maintain their integrity throughout the rapid delivery process by implementing secure packaging, optimized storage, and thorough quality checks. “With Blinkit, we guarantee that our customers receive fresh, authentic, and high-quality Etude products—instantly and flawlessly,” she added.

Customer Feedback Driving Quick Commerce Strategy

Etude India takes a customer-centric approach to its quick commerce strategy. Consumer insights have played a crucial role in shaping its offerings, from product selection to pricing and packaging. “Customer feedback has been invaluable. It highlighted the demand for smaller, more affordable packs and helped us identify top-selling products,” noted Banerjee.

By actively listening to customers, the brand ensures that it stays ahead of trends and delivers exactly what beauty enthusiasts are looking for.

The Role of Technology and Data Analytics

Technology and data analytics have been instrumental in optimizing Etude India’s quick commerce operations. “Technology helps us predict demand, manage inventory, and ensure fast deliveries,” Banerjee highlighted.

Data-driven insights allow the brand to identify buying trends, customer preferences, and peak shopping times, helping it fine-tune its product offerings and promotional strategies. With an agile and responsive approach, Etude India continues to enhance its quick commerce presence.

Scaling Quick Commerce Presence for the Future

Etude India has ambitious plans to scale its quick commerce presence, with a focus on expanding its mini-product lineup and launching exclusive items tailored for instant delivery. “We plan to expand our quick commerce lineup with more mini products and exclusive launches,” asserted Banerjee.

To stay competitive, the brand is investing in faster delivery solutions, strategic collaborations with leading quick commerce platforms, and creative marketing campaigns that resonate with the “buy now” mindset of modern consumers.

With quick commerce revolutionizing beauty retail, Etude India is at the forefront of this transformation, ensuring that beauty lovers can access their favorite products faster than ever before. By prioritizing convenience, innovation, and customer experience, the brand continues to strengthen its presence in this rapidly growing segment

Skincare isn’t just about products—it’s about stories, traditions, and game-changing innovation. Enter Hibiscus Monkey, a brand that fuses deep-rooted Indian heritage with cutting-edge skincare science. Founded by mother-daughter trio—Mona, Naina, and Roshni—Hibiscus Monkey is here to fill a glaring gap in the beauty industry: premium, face-grade solutions for body care. What started as an idea during Naina and Roshni’s time at Harvard and MIT has now become a revolutionary force in India’s beauty landscape, reshaping the way consumers approach body skincare.

Spotting the White Space in Beauty

While facial skincare has evolved leaps and bounds, body care has lagged behind. This glaring gap in the market sparked the birth of Hibiscus Monkey—a brand dedicated to bringing face-grade science and efficacy to body care.

“We took a very academic approach to identify where we wanted to play,” says Naina, Co-founder of Hibiscus Monkey. “By conducting extensive research and speaking with hundreds of Indian women, we uncovered a massive void in body care solutions.”

The trio combines their strengths seamlessly—Mona’s financial acumen and storytelling finesse, paired with Naina and Roshni’s global exposure and scientific approach. Their expertise in blending traditional Indian ingredients with modern skincare innovations gives Hibiscus Monkey a distinct edge.

Digital-First, Consumer-Focused

Hibiscus Monkey was born as a D2C brand, leveraging digital platforms to cultivate a deeply engaged community. This direct connection allows the brand to continuously refine its offerings based on real consumer insights.

“We strategically launched on Amazon via the Launchpad program, designed for high-growth startups,” shares Roshni. “It provided crucial support and helped us navigate e-commerce before scaling across multiple marketplaces.”

Taking customer interaction a step further, the founders personally DM consumers and hop on calls to understand their needs firsthand. Since its official launch 2.5 years ago, Hibiscus Monkey has thrived in the digital space, adapting swiftly to the rise of quick-commerce and evolving consumer expectations.

Authenticity in the Age of Social Media

With beauty trends constantly shifting, Hibiscus Monkey keeps it real by keeping content creation in-house. Naina and Roshni are not just founders; they’re the faces of the brand, sharing their journey authentically with their growing community—the HM Tribe.

“Naina and Roshni’s digital-first mindset has allowed us to build a deeply emotional connection with our audience via Instagram,” says Mona. “This has transformed our consumers into a loyal community.”

Mastering Plant-Based Beauty

Creating 100 percent clean, plant-powered formulations is no easy feat, but Hibiscus Monkey refuses to cut corners. Every ingredient is meticulously sourced, free from synthetic fragrances, parabens, sulfates, and harmful additives.

“We don’t use anything that would pollute our rivers or seas—no microplastics, no synthetic chemicals,” Roshni emphasizes. “Our products are nature-driven and rigorously clean.”

Unlike mass-produced body care, Hibiscus Monkey focuses on premium ingredients with zero fillers. What started with just three products has now expanded to nine products and 14 SKUs—all formulated in-house, never white-labeled.

“As founders, we’re incredibly demanding when it comes to our formulations,” Naina adds. “Our innovation cycles are long because we refuse to compromise on quality.”

Scaling Up: India and Beyond

Hibiscus Monkey is gearing up for a massive online expansion before stepping into offline retail.

“We’ve built our business on just two online channels so far,” shares Roshni. “There’s enormous room to grow on beauty-first platforms like Nykaa and quick commerce before we go omni—but that’s not on the cards this year.”

With rising demand from international markets like the Gulf and the USA, Hibiscus Monkey’s next frontier is global expansion. With a strong digital-first strategy, a cult-like consumer base, and unwavering commitment to clean beauty, this mother-daughter powerhouse is rewriting the rules of body care—one bottle at a time.

A social enterprise under the Aditya Birla Group, Aadyam is more than just a brand; it is a mission-driven initiative designed to uplift India’s handloom weavers and preserve the rich heritage of textile arts. Launched in 2020, Aadyam has made steady progress in expanding its footprint while staying committed to its core values.

A Legacy of Handloom Revival

Aadyam Handwoven has been conceived with a clear objective: to ensure the sustainability of traditional weaves and support artisans in continuing their craft. “The idea is to revive weaves and ensure that weavers stay with their profession. This is a livelihood project at its heart,” said Manish Saksena, Lead Business Consultant, Aadyam Handwoven.

Unlike many brands that focus purely on retail expansion, Aadyam takes a holistic approach by working closely with weavers, co-creating infrastructure, and establishing a sustainable ecosystem. Saksena emphasized, “We wanted to create a 360-degree impact, from supporting the weavers at the grassroots level to building a brand that appreciates and elevates handloom textiles.”

A Slow and Purposeful Retail Expansion

Over the past four years, Aadyam has opened five exclusive stores in India—two in Delhi, two in Hyderabad, and one in Mumbai. Saksena explained, “Aadyam is a brand for the discerning few. It is not a high-street mass-market brand. Our locations are chosen carefully, ensuring that we reach the right audience, including international customers who value textile craftsmanship.”

While Aadyam has made a foray into e-commerce, Saksena acknowledges that online sales are still a smaller percentage of the business. “Our products are very much about touch and feel. However, we are seeing traction from customers in nearly 50 cities where we do not yet have a physical presence.”

Diverse Offerings in Home and Apparel

Aadyam Handwoven’s product portfolio is a reflection of India’s diverse textile heritage. The brand operates in two major segments: home furnishings and apparel. “We source from clusters like Banaras, Bhuj, Mirzapur, and Pochampalli for home furnishings, which include cushions, table runners, bed linen, dharis, and rugs,” stated Saksena.

On the apparel front, Aadyam specializes in off-the-loom textiles such as sarees, shawls, and stoles. “We recently introduced a small capsule collection in women's apparel and plan to expand into men’s wear. However, our main focus remains on off-the-loom categories,” he added.

Reviving Lost Craftsmanship

Each weaving cluster associated with Aadyam has a distinctive craft. “Banaras is renowned for its silks, brocades, and tanchois; Pochampalli for ikat; Bhuj for extra weft and tangaliya. Our role is to bring back traditional techniques that may have been lost over time,” Saksena elaborated.

Aadyam’s intervention goes beyond technique—it aims to bring artisans back to their craft. “Many weavers left the profession due to economic challenges. By ensuring steady work and fair wages, we encourage not just them but also the next generation to continue the legacy.”

In-House Design and Craftsmanship

Aadyam has a dedicated design team based in Bangalore, ensuring innovation while maintaining authenticity. When asked about potential collaborations with top designers from Aditya Birla’s existing partnerships, Saksena remains open to possibilities but clarifies, “Our primary focus is on the weaving community. However, design interventions may happen in the future.”

Culture Beyond Textiles

Aadyam believes that textiles cannot exist in isolation—they are part of a larger cultural narrative. “We are working on a concept called ‘Culture Beyond Textiles’ to integrate other art forms into our brand’s ecosystem,” Saksena shared.

One such initiative is Aadyam’s partnership as a Rasik partner for a Kathak performance in honor of Birju Maharaj. “We have been hosting artists, singers, and performers to create an immersive cultural experience. It’s about celebrating the ecosystem that surrounds handloom textiles.”

Pricing and Top-Performing Categories

Aadyam’s pricing reflects the craftsmanship behind each piece. “Home products start at Rs 1,200, with most items averaging between Rs 8,000-10,000. Sarees range from Rs 20,000 to over Rs 1 lakh, though the majority fall in the Rs 20,000-30,000 bracket,” Saksena highlighted.

In terms of sales, sarees perform exceptionally well in value, while the home category thrives due to its uniqueness. “Few brands offer authentic handloom home furnishings, making it a strong segment for us,” he added.

Future Expansion and Vision

Looking ahead, Aadyam plans to expand its presence both in retail and through new weaving clusters. “We are exploring Andhra Pradesh’s Venkatagiri and Uppada clusters. Our goal is to bring more regions into our ecosystem while maintaining our commitment to quality,” Saksena revealed.

Aadyam’s long-term vision extends beyond commerce. “We want to grow as a brand recognized not just for textiles but for promoting culture. We hope to create a movement that connects people to India’s heritage in a meaningful way,” he concluded.