India's upstart consumer brands are growing three times faster than the market
- IBEF
- June 25, 2026
India's new-age consumer brands are emerging as a significant force in the fast-moving consumer goods (FMCG) sector, growing more than three times faster than the markets in which they operate. According to a report by Bain & Company and DSG Consumer Partners, the ecosystem of these "insurgent" brands generated approximately Rs. 71,033 crore (US$ 7.5 billion) in revenue in FY25, compared with around Rs. 18,942 crore (US$ 2 billion) five years ago. Driven by digital commerce, quick commerce platforms and rapid product innovation, these companies are gaining market share across categories such as snacks, beauty and personal care, jewellery, home products and wearables. Despite accounting for less than 2% of most consumer categories, the report noted that these brands continue to significantly outperform broader market growth by addressing emerging consumer preferences and underserved demand segments.
The report highlighted particularly strong growth in categories such as jewellery and beauty, where insurgent brands expanded around 6.5 times and six times faster than the broader market, respectively. New-age brands are increasingly building customer loyalty through specialised offerings, including protein-rich snacks, healthier beverages, science-backed skincare products and ergonomic home solutions. Quick commerce has further accelerated this trend by enabling faster product discovery, customer acquisition and market penetration. While scaling remains challenging, with less than 1% of consumer companies founded since 2008 crossing Rs. 100 crore in revenue and only 22% growing beyond Rs. 500 crore, the sector continues to demonstrate strong entrepreneurial momentum. The rapid expansion of these brands reflects the growing maturity of India's digital commerce ecosystem, changing consumer behaviour and the increasing role of innovation in shaping the future of the country's consumer market.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
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