Make in India

Where e-commerce stumbled, will consumer brands succeed?

Overfunding, overcrowding and over-discounting scorched India’s e-commerce landscape, making it a game of capital burn. There’s hope that the consumer brands story might be very different


Ash Lilani, founder of venture capital firm Saama Capital, prowls the aisles of the Whole Foods outlet near his residence in California quite often, smartphone in tow. Every time he sees an interesting product or aisle display, he takes photos of them to send them back to India. To his investee companies.

Malika Sadani, founder of The Moms Co., a body care brand focused on moms and babies, meets with pregnant women at hospitals. To convince them early on about her own products.

Baba Ramdev, the yoga guru who finessed his yoga skills into Patanjali, a multi-billion consumer products…

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