Breaking boundaries: Indian D2C brands in international markets

Remember times when your relative from the States was about to come home and you were all excited?

And why not, a bunch of imported goodies were coming your way! Stuff, that was not available in India and was much better quality and maybe even taste!

That said, for those who missed it, the trend has been changing and how! Not only are global brands vying to participate in India’s story, but Indian brands are now making a huge mark globally.

The Indian Direct-to-Consumer (D2C) market has experienced explosive growth in recent years, fueled by rising internet penetration, changing consumer behaviors, and a young, urban population. It is expected that D2C and new-age brands will grow 5x in the next 5 years, per reports by Shiprocket.

Source: Kantar

Indian D2C brands: Scaling globally with digital-first strategies

While India has traditionally been known as a market for global products, the tide is turning. Indian brands, driven by innovation, quality, and consumer-centric strategies, are not just thriving at home but also expanding into global markets. In this article, we look at 5 such key brands that have made a global market.

What are some key features across each of these brands:

These companies also benefit from significant financial support, enabling them to invest in R&D, expand production, and enter new markets.

Besides that, these companies have managed to raise meaningful capital from global investors, which further fueled their global reach and ambition. These funds have boosted production, improved logistics, and enhanced digital presence.

Source: Tracxn

Let’s look at each of these brands individually.

Plum Goodness

Plum came on the scene just as clean beauty was beginning to take off in India Plum has stood out with its commitment to being vegan, cruelty-free, and eco-friendly products.

Clean beauty, clear vision: How Plum goodness redefined ethical skincare:

• It really connected with the rising demand for clean beauty by being transparent about their formulations and offering products that cater to modern skincare needs.

• Their commitment to sustainability, like using eco-friendly packaging, has struck a chord with eco-conscious consumers.

• In India, you can find it in over 350 towns and cities, with more than 1,500 assisted outlets and over 15,000 unassisted outlets in cities like Mumbai, Pune, Bengaluru, Hyderabad, and Surat.

From India to the world

• Plum’s focus on digital platforms like Amazon and Nykaa made it easy for them to reach customers in Southeast Asia and Europe. Plus, by working with influencers and beauty experts, they’ve built a solid global presence.

• It’s available in 15 countries through its own website and other e-commerce platforms.

A quick peek at its financials.

Source: Tracxn

Wakefit

Wakefit began with a simple goal: to make quality sleep affordable for everyone. Since then, it has grown into one of India's top D2C sleep solution brands, offering mattresses, pillows, and sleep accessories that stand out for quality and price.

Revolutionizing rest: Wakefit’s data-driven approach to sleep solutions:

• Wakefit’s global expansion has been driven by its ability to combine technology with affordability.

• The brand uses data-driven insights to design innovative, ergonomic, and scientifically tested sleep products.

• Wakefit has built a strong reputation for trust by offering a 100-night free trial for their mattresses, something few brands can match in terms of customer assurance.

• Its global success comes from offering affordable luxury in a world where quality sleep is becoming a key part of wellness.

Dreaming big

• Wakefit.co, a sleep and home solutions company, has expanded into the United Arab Emirates (UAE).

• Wakefit entered the region focusing on its main categories: mattresses and mattress protectors. The response was great, with the pilot batch selling out within the first few days of the launch.

A quick peek at its financials.

Source: Tracxn

iD Fresh Food

ID Fresh Food’s success shows how innovation can tackle logistical challenges while staying true to tradition.

Fresh ideas, fresh food: The logistics innovation behind iD fresh's success:

• The brand’s real breakthrough came when they mastered the art of preserving the freshness of their batter, ensuring it could be transported across long distances while maintaining quality.

• Their products hit a sweet spot by offering convenience to modern, busy households while retaining the taste of home-cooked food.

• Their production capacity had skyrocketed to 300,000 kg, with plants in India and Dubai.

Traditional taste, global reach

• iD Fresh has found success in international markets, especially in the Middle East, where the large Indian diaspora craves fresh, authentic food.

• They were also gearing up to enter markets in the US, UK, and Singapore, aiming to serve Indian communities abroad.

• iD Fresh currently serves over 45 cities through 30,000 retail stores in India, the UAE, and the US, offering a variety of natural and healthy products. The company has plans for new manufacturing plants, including two in the Middle East and one in the US.

A quick peek at its financials.

Source: Tracxn

Mokobara

Mokobara has made a name for itself in the premium luggage market by creating products that combine style, durability, and functionality. In a competitive space filled with big global brands, Mokobara stands out with its beautifully designed luggage that’s perfect for the modern traveler.

Travel in Style: How Mokobara crafted the perfect blend of function and fashion:

• Mokobara’s unique edge comes from understanding the needs of today’s travelers. By focusing on thoughtfully designed, lightweight, and highly functional travel gear with a sleek, minimalist look, they’ve caught the attention of customers.

• From its first physical store in Bengaluru’s Phoenix Marketcity, it now has 12 retail stores across India.

Packing for the world

• They’ve leveraged online marketplaces and influencer partnerships to reach a wider audience and grow their presence globally.

• They also began expanding internationally, selling their products on Amazon Global to markets like the U.S. and UAE.

• They have big plans to grow their retail footprint both in India and internationally, especially in the UAE.

A quick peek at its financials.

Source: Tracxn

Bombay Shaving Company

Bombay Shaving Company kicked off as a men’s grooming brand but has since branched out to offer products for both men and women. Thanks to their D2C approach and dedication to quality, they’ve built a loyal following not just in India, but internationally as well.

How Bombay Shaving Company personalized self-care:

• Their unique touch is they offer personalized and affordable grooming kits tailored to different skin and hair types, which has helped them stand out from the competition.

• Over the years, they have expanded into other categories such as shaving, bath and body, skin and beard care and become an omnichannel brand.

• They’ve also launched a women’s product portal, which makes up 25% of their business.

• Their products on all major e-commerce sites like Flipkart and Amazon, as well as in over 30,000 stores.

From shaving kits to global grooming

• The company’s move into the Middle East and Europe has been fueled by their knack for connecting with consumers who want premium grooming products at reasonable prices.

• Their direct-to-consumer model keeps them in constant touch with their customers, which has been crucial for their global growth.

• Besides India, Bombay Shaving Company claims to serve customers in the US, Europe, the Middle East, Australia and New Zealand.

A quick peek at its financials.

Source: Tracxn

Conclusion

Indian consumer brands are breaking traditional boundaries and are poised to become global leaders, thanks to their ability to innovate, adapt, and meet the evolving demands of modern consumers. With the strategic use of technology, data-driven insights, and strong investor support, these brands are not only thriving locally but are also becoming formidable players on the global stage.