Consumer brands bank on India story as shoppers embrace culture

Bengaluru: Indian consumer branding is undergoing a quiet transformation, as companies adopt culturally familiar brand personas rather than Westernised ones to win shoppers.A new generation of homegrown labels, such as Nicobar, Gully Labs, and Vahdam Teas, is keeping Indian aesthetics, local languages, regional stories, and indigenous craftsmanship at the forefront of their products and communication. From design motifs inspired by traditional art to campaigns rooted in everyday Indian experiences, these firms are tapping into the growing consumer appetite for authenticity and cultural relevance.New Delhi-based Gully Labs, which sells modern sneakers for men and women, curates all its products with local artisans and derives its name from the Hindi word 'gully,' meaning street.

“During my visits to different parts of the world, I noticed there were so many stores selling Indian products and showing different elements of our heritage. But Indian shopping streets, on the other hand, were packed with goods with global branding.

We saw a big opportunity in this mindset problem,” Animesh Mishra, co-founder of Gully Labs, told Mint.Mishra added that the goal was to build a global brand in India with the same level of authority and conviction they applied in other countries. Gully Labs now has a dedicated team for conducting research on how India’s diverse cultural elements can be leveraged to enhance its marketing strategy.When 10-year-old Vahdam Teas—an artisanal beverages and gifts maker—started, the challenge was that India wasn’t seen as a trusted brand origin, especially in food and wellness, according to its founder and chief executive officer, Bala Sarda.