India’s top D2C brands 2022

June 28, 2022
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The business models of direct-to-consumer (D2C) enterprises and brands have been transformed in such a way in recent years that it does away with intermediaries. In India, too, entrepreneurs are adopting a direct-to-consumer (D2C) strategy based on eliminating intermediaries from the supply chain. A typical supply chain would include a manufacturer, a supplier, a wholesaler, a distributor, and a retailer. It would comprise long-term discussions at each level of product delivery, resulting in extended lead times for product launches and an endless loop of consumer feedback.

The D2C approach, on the other hand, disregards the traditional supply chain’s established criteria. It seeks direct contact with consumers and avoids using intermediaries such as distributors and wholesalers.

The D2C model leverages cloud technologies and the eCommerce industry to build a direct link with end consumers.

Let’s look at some of the top D2C Brands in India.


Phool.Co was founded in 2017 to create organic packaging well and transform people’s lives via organic and pious flowers used in temple prayers. Phool.Co was based on the idea of repurposing flowers that would otherwise end up in the Ganges’ waters. Phool turns discarded flowers into bio-leather, biodegradable packaging, incense, and oils, thanks to a highly-skilled R&D staff. The brand’s primary goal is to empower inadequate women while producing organic items.

The goal is to reduce the pollution of water bodies and aquatic life caused by the temple’s rotting flowers. They gather and use temple flowers for a far more long-term purpose. They sell incense and gift and wellness boxes to their consumers. Although incense may not appear environmentally friendly, the company manufactures a coal-free scent, which is environmentally friendly.


M-Caffeine is a Peta-certified D2C brand that sells caffeinated personal care products. This company, founded in 2015 and headquartered in Mumbai, is a hair and skincare blessing. Its hair care products include scalp tonics, masks, oils, serums, body scrubs, lotions, and bathing bars. Aside from individual items, they also provide kits ideal for gifts. They offer green tea-based items as well as coffee or caffeinated-based products.

They support only Peta-certified cruelty-free and vegan items. Furthermore, these items are non-discriminatory in gender or race, making them an ideal choice.


Wiggles, a preventative healthcare company concentrating on the health of your dogs, was founded in 2018 and had its headquarters in Pune. They began by taking care of pets’ health and well-being, then expanded to include grooming, vet services, training, and other services. This brand supplies everything prescribed by veterinarians, offering exceptional products and services. The business comprises approximately 42 stock-keeping units and a variety of pet-care services.

Wiggles is in charge of practically all aspects of pet care. They provide training, grooming, other services, and feeding and medical needs. Additionally, they customize items with the aid of veterinarians to match your pet’s needs and verify that they are safe.


Lifelong Online, founded in 2015, is an Indian home appliance firm that employs the most excellent D2C methods in the D2C industry and embodies the ideal blend for providing consumer products. They began by making kitchen appliances and have now expanded to include all types of household goods. The brand highlights customers’ pain spots and offers the most satisfactory solutions.

They strive to provide culturally appropriate items. Furthermore, they provide well-designed things that are both economical and unique.


Since its launch in 2017, the Leaf studios have seen a fourfold increase in income. Sound-enhancing technologies, soundbars, and other cutting-edge earbuds and headphones have all been added to the company’s inventory. The Leaf brand has gained cost-efficiency and a competitive edge over marketing and distribution channels using the D2C model.

They are a proud brand that caters to extended battery life and claims to be the finest for binge-watchers. Consumers can improve the sound quality by tailoring the audio to their ears.


Wakefit was established in 2015. It is a direct-to-consumer (D2C) company dedicated to believing there is nothing better than a good night’s sleep. It has worked tirelessly with its R&D team to develop and deliver the most pleasant sleeping experience possible. The brand is a superb example of tried-and-true sleeping remedies. Despite their wide range of items, their one-of-a-kind offering is a true and pure foam mattress with inconceivable layers at your disposal. Their primary concentration is on beds, but they also provide furnishings for your entire home to guarantee that you have a relaxing environment.

This model is up to 50% less expensive than other mattresses, and its pure unadulterated foam lasts a long time. They have furnishings for all of your rooms.

Pee Safe

Pee Safe is a direct-to-consumer (D2C) company founded in 2013 in response to the issue of using public restrooms and the associated health risks. They began with personal hygiene items. Their initial offering was a toilet seat sanitizer spray that helps prevent UTIs. They became a company with other goods for women’s period, face, hair, body care, and sexual health items.

Pee Safe began with a distinct category and expanded into previously uncharted territory. The company’s goods are vegan and cruelty-free, as certified by Peta.


SUGAR Cosmetics is a makeup and cosmetics business founded in 2012 to give Indians inexpensive, complexion-friendly beauty products. It has since grown to become one of the top D2C brands. They include skincare, makeup accessories such as brushes, makeup kits, miniature sets, etc.

All of their products are cruelty-free, paraben-free, and hypoallergenic. In particular, they cater to Indian skin tones, intending to empower women and celebrate all of their attributes.


D2C brands are, in general, the latest market trend. Thanks to a significant profit margin and communication control advantage, these companies are expanding their interests in India and the worldwide market. Brands will gain a lot more than cash if there is an opportunity for development in their products. D2C is the best business model to use if a company wants to enter the eCommerce sector.

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