FMCG 2.0: Why Your Next Packet of Chips or Chilli Oil Will Probably Be a D2C Drop

E-Commerce

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July 16, 2025

Image of Hocco — FMCG 2.0: Why Your Next Packet of Chips or Chilli Oil Will Probably Be a D2C Drop

The biggest FMCG trend in 2025? Not healthier snacks or innovation in noodles. It’s direct-to-cart.

From peri-peri makhanas, artisanal chilli oils to ₹49 bars of chocolate, new-age FMCG brands are skipping the shelves and landing straight on your Instagram feed, Blinkit cart or WhatsApp inbox. It’s a simple game of niche, premium, D2C-first play.

Think Tagz, NOTO, The Whole Truth or Hocco. These brands don’t just sell you snacks, they sell you stories. ‘No palm oil’, ‘Zero added sugar’, ‘A Gujarati chip with Belgian truffle oil’. It’s FMCG made for urban anxiety and impulse purchases.

What has changed? The growth of e-commerce gave the small players direct access to households. They never needed space on Reliance Smart shelves; they needed a viral reel, an edgy brand voice and a quick-commerce plug-in.

Furthermore, they had complete control of the journey: price, packaging, data and post-purchase relationships. Low effort, weekly subscription snacks. Loyalty programs with free whatever.

And with Blinkit and Zepto prioritizing 10-minute munchies, they have put these names right at the top of the ‘Cravings’ tabs literally next to Red Bull and Lay’s. It’s critical independents going mainstream—in just minutes.

Legacy FMCG titans are staring agog at this competitive landscape. Some are trying to replicate it (hi, ITC’s new-age snacks) and some are acquiring these D2C brands (before the rocket ship takes off).

But really, the winners here are the consumers. You are discovering new food brands in the same way you discover music—online, fast, and through word of mouth.

So the next time you are reaching for your fifth jar of chilli crisp, or ordering ‘protein puffs’ during yet another boring Zoom call, just know: you are not snacking shopping—you are participating in FMCG 2.0.

Zero Stock, All Hype: How Pre-Orders and Waitlists Are Becoming the Coolest Way to Sell Online

E-Commerce

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Online Desk

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July 16, 2025

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Image of BlissClub — Zero Stock, All Hype: How Pre-Orders and Waitlists Are Becoming the Coolest Way to Sell Online

Forget about “Add to Cart.” What’s the hottest thing in Indian e-commerce? It’s a Join Waitlist.

From sneakers to serums to journals to jackets, innovative D2C brands are moving away from inventory, and opting for waitlists, pre-orders and exclusive drops. Why? Because scarcity creates demand, and an effective community creates loyalty far more effectively than any discount.

New-age brands like June Shop, The Souled Store, BlissClub and Mokobara have focused on pre-launch hype. Products are teased on Instagram, lean brand teams take feedback through polls, and we have waitlists days before the drop. Once products are launched, the “limited stock” often sells out in minutes.

The waitlist model is not only an effective way to create FOMO. It also makes logistical sense – pre-orders mean that brands are only producing what they need, which leads to less dead inventory and less returns. It’s also less wasteful and economical for lean teams who don’t have equity tied up in warehouses of risk.

Even the big brands are getting in on the act – boAt is testing community-voted launches, and skincare brands like Dr. Sheth’s and Chemist at Play are now co-creating products with their customers and launching products to a pre-sold audience.

Consumers are changing too. Delaying a purchase for two weeks is associated with being part of the journey and creating exclusivity. Pre-order buyers often have advantages too; discounts, exclusivity, early access or simply unique packaging.

So what did social media have to do with that? Plenty. Stories, email drops, Discord servers – every touchpoint has changed into a mini-store. A “Join Waitlist” banner can feel like VIP access.

As a result, brands are flip flopping the supply chain. Instead of selling what they have already made, they are making only what has been sold.

Welcome to e-commerce 2.0, where your next product isn’t available yet, and that is exactly why you want it.

From Jamshedpur to Jaipur: How Local Artisans Are Going Global Through E-Commerce Marketplaces

E-Commerce

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July 16, 2025

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Image of Etsy — From Jamshedpur to Jaipur: How Local Artisans Are Going Global Through E-Commerce Marketplaces

India’s small town artisans are going viral—and e-commerce is the runway.

A new generation of karigars, weavers, and handmade heroes from Jamshedpur, Jaipur, Kutch, among others, are now selling to global shoppers on marketplaces like Etsy, Amazon Global, and Meesho Export. Their business cards? Instagram, WhatsApp, and catalog PDFs.

Handblock prints, terracotta décor, macramé plant hangers—local crafts are now international cart-fillers. And unlike export models of the past, it’s not wholesalers and brokers. It’s direct—from homegrown to homepage.

Platforms like Etsy are at the forefront. India is now one of Etsy’s fastest-growing seller bases. And Flipkart’s “Samarth” initiative and Amazon’s “Karigar” program have onboarded thousands of rural and semi-urban artisans—complete with logistics, training, and language.

The greatest value? Content. These sellers are no longer nameless vendors. They post behind-the-scenes reels, packaging videos, and workshop BTS that let buyers into their story—it’s e-commerce with human wrap.

Urban shoppers proudly going “handmade in India” are also on the rise. Gifting trends, wedding decor, and even work-from-home essentials are swaying toward artisanal authenticity, rather than mass-marketed copycatism.

Shipping and scaling will always be a challenge for artisans. Some traditional artisans struggle with consistent supply chains and digital capability. But even that is changing—youth family members are becoming the unofficial “digital leads” of these artisan businesses, by managing the Instagram account and developing the Google Sheets.

For consumers globally, the proposition is simple: unique, ethical, handmade. For artisans, the proposition is dignity, independence, and a direct connect to the world.

In a world of endless factory sameness, the beauty of a handmade, imperfectly perfect product is finally getting the credit it deserves.

And it’s not being sold from a mall in Delhi, it’s packing the order by hand from a small town and shipping it with pride.

Meesho’s Middle India Play: How the Underdog is Winning the E-commerce War One Small Town at a Time

E-Commerce

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July 16, 2025

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Image of Meesho — Meesho’s Middle India Play: How the Underdog is Winning the E-commerce War One Small Town at a Time

When large cities blink, India buys.

While even many e-commerce players are trying to chase expensive metros, and build app experiences for high-income users, Meesho is channeling middle India into their own virtual treasure chest. Meesho was originally a marketplace for resellers but they are actually fining more orders than some of the industry giants with the tweaked version of its business model. Here is the understated problem because they know who they are pricing products for, and they don’t pretend.

If you scroll through the Meesho app you won’t see influencer collaborations, curated aesthetic image grids, or lifestyle buzz words. You will find value baed products at prices that make you scratch your head. We’re talking sarees for ₹199/$3, plastic storage containers for ₹99/$1.25, and earrings ₹49/.75 and no minimum order nonsense. This is big, but not flashy. And big is working.

Unlike other platforms that require UI bling and loyalty programs, Meesho’s approach to business is all about pure discovery and word of mouth. They are not winning by pitching a different model than tier 2 & tier 3, they are winning by pitching purposely to tier 2 & tier 3 consumers, with trust being the common language pitch. For example, when a first time buyer in Indore gets her order on-time, she tells her five neighbors about it. And to get repeat purchases? Just about guaranteed!

At a time when other companies are chasing growth figures by spending loads of cash to acquire users, Meesho pursues a rather archaic approach: listening. They have a hyperlocal seller network, a catalog fuelled by actual peaks in demand (when actual festivals happen, not just Diwali), and a general feel that screams “for the people, by the people.”

With delivery expenses being kept low (due to lightweight inventory, and smart logistics), Meesho makes the unit economics seem easy—something that most players in e-comm still experience challenges with. Meesho is not trying to be the next Amazon; it wants to be the first Meesho. And, frankly, that is good enough.

While some players in the market are content to draw attention with hyperbole, Meesho is pushing for various sustainability plays and is mindfully playing a long game. However, do not be fooled, India’s next big e-commerce winner might just be from a town you have never heard of.

Urbanic’s Soft Power Play: How the Quiet Fast-Fashion App is Winning Gen Z’s Closet, Cart, and Cravings

E-Commerce

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July 16, 2025

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Image of Urbanic — Urbanic’s Soft Power Play: How the Quiet Fast-Fashion App is Winning Gen Z’s Closet, Cart, and Cravings

Fast fashion has a new face, and it isn’t who you think.

While global goliaths like H&M and Zara still make up most regular chatter on the high street, Urbanic is rapidly becoming the name on everyone’s college group chat, Pinterest board, and late-night endless scroll. The Chinese-origin, London-based fashion brand has cracked the code that most local players are still fumbling on how to sell affordable drip without looking like it’s from the bargain rack.

Urbanic’s play is simple—don’t follow trends, drop them. Their app feels less like a shopping site and more of a moodboard for Gen Z aesthetics; coquette-core, clean girl, Y2K revival, and oddly specific fits like “brunch date with your toxic ex.” Whatever the vibe is, Urbanic has a cart waiting.

And unlike other platforms that feel either overly cluttered or artificial in their casualness, Urbanic’s UX feels built for the socially integrated shopper. It’s a combo of sleek layout, curated collections, and just enough FOMO to compel a 2:30 AM purchase of that corset top you would have never put in your shopping cart elsewhere.

But, it is not just the front end that we are addressing. Urbanic has also come up with local delivery channels behind the scenes to add the speed – which is a must now in India e-commerce. Returns? Pickup is seamless. Sizes? Inclusive-ish. Packaging? Instagrammable enough to be on stories.

Value is the deal breaker. Aesthetic pieces that look luxe but cost less than Zomato, that is the charm. Urbanic is a vibe-for-a-week closet, not a wardrobe for life. And Gen Z is all for it.

Urbanic is not yelling from billboards, Urbanic whispers through reels, outfit inspo posts, projects , and ˋwhere is that from?´ comments.

It is fast fashion, yes. But make it algorithm approved!

The Curious Case of Juicy Chemistry: How a Bootstrapped Skincare Brand is Outselling VC-Backed Giants, One Organic Drop at a Time

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July 16, 2025

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The Curious Case of Juicy Chemistry: How a Bootstrapped Skincare Brand is Outselling VC-Backed Giants, One Organic Drop at a Time

In the super-slick space of skincare where brands are raising millions to tell you your pores are an issue, Juicy Chemistry is doing something radical: they’re keeping it real. No celebrity faces, no lab-coat theatrics, no “miracle anti-aging” claims. Just cold-pressed oils, transparent labels, and real customers who evangelize it like dietary supplements.

What started as a kitchen experiment in Coimbatore, has become a major D2C success story that hasn’t raised a dime from investors until this year. And that’s the magic. Juicy Chemistry didn’t grow to D2C success based on billboard spend—it grew from bathroom cabinets via WhatsApp recommendations, Instagram reviews, and painfully-clarity-providing product transparency.

Where other brands hover around the latest hyaluronic trend, JC (the regulars call it JC) went all in on organic certifications. The type that takes years, endless paperwork, and painful audits. But that green sticker? It’s the biggest flex.

The e-commerce scheme here is smoother than it appears. Products are paired around skin challenges, subscription models are seamless but juicy, average cart? Skyrocketing without much noise. The brand isn’t loud around discounts, but loud around parties. From acne-ridden teenagers to aged minimalist aunts—everyone finds their skin doppelganger.

But here is where it gets very interesting. Juicy Chemistry’s backend has been built like a brand 10x its size. Global shipping, sourced ingredients, recyclable packaging, the brand has started up and scaled up like a startup but acted like a legacy house. This is the kind of brand that earns loyalty rather than hack it.

In a sea of VC-funded beauty replicators trying to scream “clean,” Juicy Chemistry is merely whispering—and all of a sudden everyone is in on it.

There are not just bottling oils. They are bottling trust. One glass jar at a time.

How Pet Parenting is Powering India’s Cutest E-Commerce Boom—And Why Heads Up For Tails is Sitting Pretty at the Top

E-Commerce

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July 16, 2025

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Image of Pet Parenting — How Pet Parenting is Powering India’s Cutest E-Commerce Boom—And Why Heads Up For Tails is Sitting Pretty at the Top

It all began with toys and treats. Today, we’re looking at a fully-fledged bark-and-buy economy.

India’s pet care sector has quietly transformed into one of India’s fastest-growing e-commerce categories—and at the forefront of this revolution is Heads Up For Tails (HUFT). HUFT realised early in the game what pet parents don’t just want—they want emotions.

Forget dank aisles in supermarkets and one brand fits all kibble. HUFT has ensured that pet shopping is not simply a task, there is a curated experience attached. Organic treats? Yes. Customised name-tag collars? Of course. Spa-grade shampoos infused with lavender oil? Yes, and there’s even a calming paw balm.

Where HUFT gets it right is with their emotional targeting. Their platform doesn’t just sell pet supplies—it’s a lifestyle where your dog is your flatmate and your cat has a skincare routine. Every item listing, email, and campaign is drenched in sentiment. And it is working.

Their omnichannel game is tight too. Walk into any HUFT store and it will feel more like a boutique than a pet mart. Add a content-first online experience with blogs, vet Q&As, and personality quizzes to get product recommendations, and you’ve got a brand that is more than selling, it’s advising, forming bonds, and building trust at tail wagging pace.

As D2C players try to niche down, HUFT is intelligently deciding to expand their category. From hamster hammocks, to golden retriever raincoats, they aren’t just following trends, they are creating trends.

The win, they have made pet care feel premium and not expensive, and in a country where “pet” is quickly turning into “first child”, that’s a powerful stance to have.

In India’s e-commerce boom town, Heads Up For Tails seems to be barking up the right tree. They planted their own tree, and built a community around it.

Robo-Rise in Warehouses: How AI and Robotics Are Supercharging India’s E‑commerce Supply Chain

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July 16, 2025

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Image of AI and Robotics — Robo-Rise in Warehouses: How AI and Robotics Are Supercharging India’s E‑commerce Supply Chain

If you ever wondered how your late-night Blinkit or Zepto order arrives before you can hit the snooze button, let’s meet the silent army behind the revamped warehouses of India.

Startup companies like Addverb, Arya, and Hexalog are putting injection level accuracy into logistics. We’re talking about AI quality checks, IoT-based stock sensors, and autonomous robots racing through aisles—all funded to the extent of $2.4 billion.

This is not a sci-fi pipe-dream; this is a backend revolution feeding the hyper-fueled shopping of today.

Quick commerce companies depend on these technology-woven fortresses. NX Logistics, whose warehouses for Zepto and others, uses robotics to pick and pack with machine-level accuracy—reducing delay, error, and headaches of return. This means fresher produce, less stockouts, and less complaints—while still keeping margins afloat.

Here’s the catch: warehouse automation is not simply a matter of speed; it is a matter of scalability. As India’s e‑commerce footprint grows to tier‑2/3 cities, these automated operations will be the only viable way to manage differing demand and deliver in a reliable manner across geography and product categories.

Robots are replacing some level of grunt work, but they are also allowing humans to focus more on logistics planning, quality control, and innovation. All of a sudden, the operating system got smarter.

So the next time your order arrives at your door before you can fully comprehend what you have scrolled through, be sure to thank the warehouse bots. The front line of India’s e‑commerce revolution is not the app – it’s what is happening behind the screen to create the invisible highways of tomorrow.

And as warehouse tech continues to get smarter, faster, and cheaper don’t be shocked when your next impulsive buy arrives before you finish the thought – the bots are already on it!

Rural E‑commerce Revolution: How “Hesaathis,” ONDC, and Assisted Commerce Are Unlocking Bharat

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July 16, 2025

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Image of Hesaathis — Rural E‑commerce Revolution: How “Hesaathis,” ONDC, and Assisted Commerce Are Unlocking Bharat

People invariably pontificate about e-commerce in metros. But the only inward revolution? It’s happening in the untapped, brown spaces out there: those with no malls, no next-day deliveries, and often no internet connection— until now.

Introducing India’s newest growth engine: assisted e-commerce. All over India, from Odisha to Uttar Pradesh, digital saathis locally called “Hesaathis” are helping rural villagers discover, compare, and transact online. No smartphone skills? No problem. The Hesaathis assist with digital payments, track and facilitate deliveries, and even assist with after-sales service, much like hired personal e-shopping agents.

Startups like Rozana are leading the charge. With an investment of over ₹180 crore accumulated, and a growing army of 18,000 partners, they are delivering FMCG, essentials, and digital conveniences to over 4 lakh rural households. They don’t view these deliveries as merely deliveries, rather as a digital trust-building activity.

And this isn’t just a B2C transaction. VilCart is quietly reinventing the rural B2B ecosystem—it connects 1 lakh kiranas in 30,000 villages with brands and warehouses through its own logistics stack. Personally, I am invested in VilCart’s proposition; its revenue has eclipsed ₹1,200 crore in FY25. There are others like ElasticRun, Shiprocket, and StoreKing building the stacked-backend for small businesses with an ambitious rural reach.

Then there is ONDC. Its open commerce infrastructure is now slowly settling into these ecosystems—shattering monopolies of platforms and allowing the smallest seller or buyer to behave like a pro.

What’s driving all this? UPI, affordable smartphones, improved logistics, and aspirations in a new rural India. The tier‑3 and tier‑4 towns are no longer on the fringes—they are buying, stocking, and expanding.

The impact is not just economic—it is also cultural. Rural women are becoming micro-entrepreneurs. Small town businesses are becoming digital-first. And entire communities are moving from being passive consumers to active participants.

India’s next great wave of e-commerce will not come from a Silicon Valley-like disruption—but from dusty lanes, noisy mandis, and WhatsApp groups.

And this time, everyone gets to check out.

Nasher Miles Unveils Flagship Store at Phoenix Palladium, Mumbai—Kickstarts Major Offline Expansion

Retail & Ecommerce

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July 16, 2025

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Image of Nasher Miles. — Nasher Miles Unveils Flagship Store at Phoenix Palladium, Mumbai—Kickstarts Major Offline Expansion

After making its mark online, luggage brand Nasher Miles is going big on brick-and-mortar. The company just opened its newest—and most prominent—store at Phoenix Palladium in Mumbai, marking a significant move toward building a stronger offline presence.

This is the brand’s third store in Mumbai, with outlets already up and running at Warden Road and Capital Mall. And they’re not stopping there. New stores are already on the way in Hyderabad and Ahmedabad, expected to open within weeks.

From a brand born in the digital age, Nasher Miles is now setting up shop across the country in a big way. It’s currently present in over 1,300 multi-brand outlets and operates across 200+ Indian cities. What started online is now showing up in malls, high streets, and even quick-commerce platforms.

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“This flagship store isn’t just about selling luggage—it’s about creating a real-world identity for our brand,” said Shruti Kedia Daga, Co-founder. “We’ve connected with people online for years. Now it’s time to show up physically, where they live, travel, and shop.”

Co-founder Lokesh Daga echoed the same spirit. “Whether you’re scrolling through your phone or walking through a mall, we want Nasher Miles to be within reach.”

Alongside this retail push, the brand is investing heavily in local manufacturing and back-end upgrades to support demand. It recently debuted on Zepto, with Blinkit and Swiggy Instamart already in the mix. Offline, it’s also found a spot at Broadway, Vivek Biyani’s curated D2C retail space.

For a brand that began online in 2017, Nasher Miles seems ready to travel far—literally and figuratively.

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