India’s new age brands are challenging the status quo and disrupting traditional brands by focusing on consumer experience and personalisation, to become closer to customers. 

D2C brand Belora Cosmetics, for example, is one that is challenging more traditional businesses, by focusing on something that Indian customers want: the use of clean ingredients in its products.

Why it matters

New age brands are digital-first brands with greater access to diverse consumer segments. Their strength in product innovation adds value in a large and diverse market like India.

Takeaways

• Unlike bigger brands, new age brands have the advantage of starting on a...