The D2C Power List: Top 30 D2C Startups in India Building the Future

In the last few years, Direct-to-Consumer (D2C) startups have completely rewritten the Indian retail playbook. By eliminating middlemen, mastering storytelling, and delivering superior customer experiences online, these brands have earned love, loyalty and in many cases, unicorn status.

The D2C wave in India is an exciting combination of innovation, agility, and consumer obsession. It includes skincare, smartwatches, snacks, and sleep solutions. And what's even more exciting? There is still a lot to be done in the market.

According to a report by Statista, the Indian D2C market is expected to reach $60 billion by 2027, up from just $12 billion in 2022. That's a 5x growth in just three years driven by increasing internet penetration, digital payments, and consumer demand for curated, quality-first experiences.

Startups are now not just launching online they’re scaling with omni-channel playbooks, influencer-led marketing, and personalized customer journeys. Backed by investors and loved by millions, these brands are setting new standards. Here’s our handpicked list of 30 top D2C startups in India that are leading this retail revolution in 2025.

Minimalist
Sugar Cosmetics
The Whole Truth
Licious
boAt
Dot & Key
Mamaearth
Wakefit
Innovist
Sleepy Owl
Lenskart
House of EM5 
Nua
Plum Goodness
mCaffeine
Happilo
Rage Coffee
SuperBottoms 
The Moms Co.
Bombay Shaving Company
Country Delight
Slurrp Farm
Scooboo
Snitch
HealthKart 
Flatheads
Baaya Design
Earth Rhythm
Candes
Juicy Chemistry

Minimalist

Minimalist was launched in 2020 and is now a leading D2C skincare brand in India, highlighting ingredient transparency and science-backed formulations. In January 2025, Hindustan Unilever Limited (HUL) announced the acquisition of a 90.5% stake in Minimalist for INR 2,955 crore, aiming to bolster its presence in the premium skincare segment. 

HUL Acquires 90.5% Stake in Minimalist for INR 2,955 Crore

HUL acquires a 90.5% stake in skincare brand Minimalist for INR 2,955 crore, strengthening its presence in the personal care market.

StartupTalkyNitin Konde

Sugar Cosmetics

SUGAR Cosmetics is a renowned cosmetic brand known for offering cruelty-free range for different Indian skin tones. In FY23, the company reported an 89% year-on-year increase in revenue, reaching INR 420 crore, while maintaining a net loss of approximately INR 76 crore. 

The Whole Truth

The Whole Truth is on a mission to bring back trust in packaged products with 100% clean-label snacks. The brand achieved an 81% year-on-year revenue increase, reaching INR 65.3 crore in FY24, up from INR 35.9 crore in FY23.

Licious

​Licious has transformed India's meat industry by offering a tech-driven, farm-to-fork model that ensures fresh and high-quality products are delivered directly to consumer's doorsteps. Licious targets a $2 billion valuation for an IPO in 2026, plans to become profitable through category expansion and deeper market penetration.

boAt

A youth favourite, boAt blends stylish audio wear with affordability. In FY24, boAt's revenue slightly declined by 5% to INR 3,122 crore from INR 3,285 crore in FY23. 

Dot & Key

Dot & Key entered India's skincare market with its fruit-based formulations targeting young consumers. In August 2024, Nykaa increased its stake in Dot & Key from 51% to 90% by investing INR 265 crore, underscoring the brand's significant growth potential.

Mamaearth

Founded by Ghazal and Varun Alagh, Mamaearth transformed India’s personal care market with its toxin-free, nature-inspired range. It holds about 5.4% of the online beauty and personal care (BPC) market and 1.5% of the overall BPC market in India. ​

Wakefit

What started with memory foam mattresses is now a full-fledged home solutions brand. Wakefit's data-driven design and D2C pricing disrupted a sleepy industry, pun intended. It raised $105M in funding with a current valuation of $275M.

Innovist

Innovist is a science-led personal care company, founded in 2018 by Rohit Chawla, Sifat Khurana, and Vimal Bhola, that operates a house-of-brands model. Moreover, the brand achieved a 61.7% year-on-year revenue increase, reaching INR 333 crore in FY24. 

Sleepy Owl

This D2C coffee brand offers cold brews, ground coffee, and more. With chic packaging and bold marketing, it’s made specialty coffee more mainstream in India. It has an authorized share capital of INR 50 lakh with a paid-up capital of INR 40.86 lakh. ​

Lenskart

Despite being omnichannel today, Lenskart was originally a direct-to-consumer eyewear brand. It continues to innovate in customer experience with 3D try-ons and AI-powered fittings. It commands a 79% market share in India's eyewear sector.

House of EM5 

House of EM5 offers premium, long-lasting perfumes at affordable prices, committed to make luxury fragrances accessible to everyone in India. The brand also secured a INR 1 crore investment on Shark Tank India Season 4, with Aman Gupta backing the brand. 

Nua

Nua is a women’s wellness brand that offers high-quality, sustainable period care with personalized wellness subscriptions.  It stands out for its strong community and content-led engagement. The founders own 24.74%, while funds hold 57.70% of the company. ​

Plum Goodness

Plum is an eco-friendly personal care brand that offers clean beauty with vegan formulations. Its success lies in balancing sustainability with affordability. Plum Goodness reported a revenue run rate of INR 350 crore at the close of the 2024 financial year.

mCaffeine

Founded in 2016, mCaffeine is India’s first caffeinated personal care brand, offering a range of products infused with caffeine, such as body scrubs, face washes, and shampoos. In FY24, mCaffeine's revenue declined by 6% to INR 193 crore from INR 205 crore in FY23, attributed to a decrease in the sales of caffeinated beauty products. ​

Happilo

Happilo was founded in 2016 by Vikas D. Nahar and is one of the leading D2C brands in the Indian healthy snacking segment. It offers premium dry fruits, trail mixes, and nuts. It has expanded to over 15,000 general trade stores and maintains a strong online presence, generating approximately INR 40 crore in monthly revenue, primarily through e-commerce platforms.

Rage Coffee

Rage Coffee is a Delhi-based D2C brand offering plant-based, vitamin-infused instant coffees. The company has expanded its product range to include cold brew bags, frothers, and gluten-free snack bars. In August 2024, GRM Overseas acquired a 44% stake in Rage Coffee's parent company, Swmabhan Commerce, to expand its presence in the Indian coffee market. 

SuperBottoms 

SuperBottoms is a Mumbai-based D2C brand specializing in eco-friendly, reusable cloth diapers and baby care products. With over 2 lakh parents using its products, SuperBottoms has established a strong customer base. The brand has also ventured into offline retail, opening its first kiosk in a Mumbai mall in October 2022.

The Moms Co.

The Moms Co. is a Gurugram-based D2C brand offering toxin-free personal care products for mothers and babies. It was acquired by The Good Glamm Group in 2021; the brand has expanded its product range and market presence. Served over 2 million customers, offering more than 50 products across various categories. 

Bombay Shaving Company

Bombay Shaving Company began as a D2C men’s grooming brand founded in 2015 by Shantanu Deshpande and the team, offering shaving kits, skincare, fragrances, and hair removal solutions.​ The brand raised $52.7 million in funding from investors like Colgate-Palmolive, Sixth Sense Ventures, and Malabar Investments, with a current valuation of $94.4 million as of January 2024.

Country Delight

Country Delight is known for sourcing milk directly from farmers; the brand ensures its products are fresh and pure.  It made INR 1,380 crore in revenue for FY24, marking a 46% increase from INR 943 crore in FY23. 

Slurrp Farm

Slurrp Farm specializes in millet-based packaged foods for children. The brand offers a range of healthy snacks and meal options, aiming to provide nutritious alternatives for young consumers.​ The brand made INR 73.2 crore in revenue for FY24, reflecting significant growth in the healthy snacking segment. ​

Scooboo

Scooboo is a stationery brand that has transformed the Indian stationery market by offering a curated selection of over 15,000 products from more than 200 global and domestic brands. It made INR 7.7 crore ($959K) in revenue for FY23, reflecting its growing presence in the online stationery segment. 

Snitch

Snitch is a fast-growing men's fashion brand that has rapidly expanded its presence both online and offline. Commands a 2.4% market share in India's men's fashion e-commerce segment, competing with international brands like Zara and H&M. ​

HealthKart 

HealthKart is a health and nutrition brand specializing in dietary supplements, protein powders, and wellness products. It made INR 1,069 crore in total revenue for FY24, marking a 23% increase from INR 869 crore in FY23.

Flatheads

Flatheads is a Bengaluru-based D2C sneaker brand that gained national attention after its appearance on Shark Tank India.  The products are available in India, with plans to expand into the US and UAE markets. 

Baaya Design

Baaya Design is a Mumbai-based interior décor studio founded in 2009 by Shibani Jain. In July 2024, Baaya Design transformed its flagship store in Mumbai into an immersive Experience Center, enhancing customer engagement through interactive displays and curated installations

Earth Rhythm

​Earth Rhythm is a Gurugram-based clean beauty brand founded in 2019 by Harini Sivakumar, a former banker and cosmetic chemist. In August 2024, Nykaa acquired a majority stake in Earth Rhythm, making it a subsidiary of Nykaa.

Candes

Candes is a Delhi-based direct-to-consumer (D2C) home appliances brand founded in 2010 by brothers Sandeep and Vipin Aggarwal. Approximately 80% of Candes' business is derived from digital platforms, reflecting the shift in consumer buying behavior towards online channels.

Juicy Chemistry

Juicy Chemistry is a Coimbatore-based D2C organic personal care brand founded in 2014 by Megha Desai Asher and Pritesh Asher. The brand offers a range of skincare, haircare, and body care products formulated with natural ingredients. It made INR 29 crore in revenue for FY22, marking a significant increase from INR 25 crore in FY21.

Conclusion

The D2C model will become stronger as India embraces online shopping and digital-first experiences. The success of these brands can be attributed to their ability to meet customer needs directly while delivering exceptional products.

FAQs

What are D2C brands?

Direct to consumer marketing (D2C) brands are companies that promote and sell a product or service directly to consumers.

What are some of the top D2C brands in India?

Mama Earth, boAt, Plum, Minimalist, Sugar Cosmetics, HealthKart, Slurrp Farm, Licious are some of the top D2C brands in India.

Why are D2C brands successful?

Most D2C brands are successful because they don't have to share first-party data with retailers as they directly sell the products to consumers.

What is the D2C full form?

D2C can be elaborated as Direct to Consumer. This model is used to denote the companies that ship their products directly to the customers without any middlemen or the involvement of any other external sources.