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From the studio

Practical guides, independent brands, and the details that make a store yours.

23 September 2026

How Plum started

Plum was built around cruelty-free, ingredient-transparent skincare, at a time when few Indian brands were willing to explain what was inside the bottle.

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23 September 2026

How Pepperfry started

Pepperfry set out to make buying furniture online possible in India, tackling a category most people assumed had to be seen and touched first.

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23 September 2026

How Paper Boat started

Paper Boat set out to bottle the traditional Indian drinks people grew up with, at a time when packaged beverages meant only soda or juice.

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23 September 2026

How Nykaa started

Nykaa began as a beauty e-commerce site built on the idea that Indian shoppers needed authentic products and honest advice, not just discounts.

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23 September 2026

How Neeman's started

Neeman's built comfortable, sustainably made everyday shoes for Indian buyers who had limited good options between cheap and premium footwear.

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23 September 2026

How Minimalist started

Minimalist was built on the idea that skincare should be judged by active ingredients and their concentrations, not by marketing stories.

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23 September 2026

How Meesho started

Meesho started by helping small resellers, many of them homemakers, sell products to their social circles using nothing more than WhatsApp.

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23 September 2026

How mCaffeine started

mCaffeine built its personal care line around caffeine as the active ingredient, aimed squarely at young, digitally native Indian buyers.

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23 September 2026

How Mamaearth started

Mamaearth was born out of a new parent's search for baby products without harmful chemicals, and the trouble finding good options in India.

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23 September 2026

How Licious started

Licious set out to make buying meat and seafood in India as clean, reliable, and hygienic as any other everyday grocery purchase.

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23 September 2026

How Lenskart started

Lenskart set out to make eyewear affordable and easy to buy online in a market where glasses were expensive and shopping for them felt outdated.

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23 September 2026

How Flipkart started

Flipkart began by selling books online from a small apartment, at a time when most Indians had never made a purchase over the internet.

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23 September 2026

How Country Delight started

Country Delight began by delivering fresh, unadulterated milk straight from farms to city homes, tackling a trust problem hiding in plain sight.

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23 September 2026

How Chumbak started

Chumbak began with quirky, colourful fridge magnets celebrating Indian icons, before growing into a full lifestyle and home décor brand.

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