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From Biscuits to Tailored Diets– The Transition of Indian Pet Owners Towards Specialist Pet Foods

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From Biscuits to Tailored Diets– The Transition of Indian Pet Owners Towards Specialist Pet Foods

Whether it’s celebrities or commoners, the joy of having pets is universal. But joy, as always, comes with responsibility. Just like children depend entirely on their parents, pets rely wholly on their humans. Every aspect of their well-being from health to training or even emotional care sits squarely on the owner’s shoulders. And at the heart of this responsibility is Food. The right kind, at the right time, in the right quantity. While schedules can take care of timing and portions, the deeper question is what constitutes the best nutrition is far more complex.

The Indian pet food market has blown up. The specialized brands, niche products, and even research-led diets are allowing owners of pets to make informed choices. The days of giving pets biscuits, milk, or a leftover roti are gone. Now we have options to pick from: high-quality dried kibble, canned foodie even raw and BARF (biologically appropriate raw food) diets.

This shift is being driven by a powerful cultural force: the “humanization” of pets. Pets aren’t just animals anymore, they’re family. This emotional repositioning is shaping the landscape for premium, health-centric pet food designed to support longevity, immunity, gut health, and even mood. And the market is ready. A rising middle class, higher disposable incomes, and growing awareness around pet wellness mean people are willing to invest in their pets. 

Take Bengaluru-based Drools Pet Food, which recently entered India’s unicorn club. Thanks to a strategic investment of over $1 billion by Nestlé SA in 2025. This isn’t just a big win for the brand; it’s a defining moment for the Indian pet care ecosystem. It signals a massive shift in pet ownership in India: from functional to emotional. As a result, the industry is no longer just about pet food. It’s a full-spectrum wellness space. Supermarkets now have dedicated pet food aisles, mirroring human FMCG categories. Products are arranged by breed, age, activity level, and even temperament.

In this emotional economy, brands that understand the soul of the Indian pet-parent relationship will lead. The messaging will evolve from marketing to mentoring from selling products to building communities. Because in a country where the bond between humans and animals is sacred, the business of pet food has transformed.

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Jagannath Rath Yatra 2025 — Inspiring Brand Activations at India’s Largest Religious Procession

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Jagannath Rath Yatra 2025 — Inspiring Brand Activations at India’s Largest Religious Procession

The revered Jagannath Rath Yatra commences today, June 27, 2025, in Puri, Odisha. This sacred chariot procession is taken out from Jagannath Temple to Gundicha Temple. The Rath Yatra of 12 days will end on July 8, 2025, with Niladri Vijay when the Lord returns to his original home. The planning starts months ahead, smearing over rituals, ceremonies, and cultural programs. The Jagannath Puri Rath Yatra 2025 is expected to host more than 15 million pilgrims which exceeds the early estimates of 10 million. Live national TV coverage is amplifying its footprint even further. The Odisha government and the Puri district administration are in sync, with tight logistics and a massive scale. Even Maha Kumbh comparisons don’t feel stretched with its ₹4,500 crore marketing footprint as a benchmark.

These are the reasons why brands also participate enthusiastically in such mega-events.

But let’s pause here. Because the point isn’t just about how brands use mega-events for marketing. It is also about what they are giving back physically and honorably. This year brands are not only arriving, they are stepping in. They are also employing the use of immersive strategies in order to meet pilgrims and deliver service to them. All these are not for self-gain but to make their journey joyful and memorable.

FMCG and healthcare brands like Dabur and Patanjali have gone boots-on-ground. They are contributing with shaded rest areas, hydration kiosks, and health check-up camps. Then there’s utility branding giving co-branded water bottles, towels, and safety gear featuring religious motifs. Coca-Cola’s hydration stations are great examples. QR codes on banners, cashback offers, and seamless payment options are also available. Paytm is enabling instant temple donations. Food giants like the Adani Group have stepped in, too supporting prasadam distribution with 4 million meals. 

No isn’t only a marketing strategy, it’s seva. An honest, devotional effort to uplift the pilgrimage experience. These moments, these gestures ripple across social media. Unlike static ads, these are moving acts aligned with the Yatra’s sacred rhythm. The brands are balancing social service and promotion. Brands are working with temple authorities, NGOs, and ground teams. Chaipaani’s collaboration with Puri’s administration shows how cultural alignment is being done right. 

The Jagannath Rath Yatra is where spiritual devotion meets strategic branding. This shows that if activities are done with sensitivity it will build emotional capital. This is no longer just a chariot festival, but a cultural case study for marketers.

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When a Billboard Becomes a Birthday Wish: Hershey’s Sweet Surprise for Zepto

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When a Billboard Becomes a Birthday Wish: Hershey’s Sweet Surprise for Zepto

We all love to mark a friend’s birthday with something unique and surprising. Similarly, Hershey’s tapped into it while celebrating Zepto’s 4th anniversary. But they didn’t just send a card or post a story. They built a big moment. The Hershey Company took over a massive billboard in Mumbai’s ever-buzzing street Bandra. Not with static branding but with something better. They turned it into a giant dispenser of Hershey’s Kisses. A tactile, irresistible installation in the middle of the city’s chaos.

Here’s where it got clever: the more chocolates people took, the more a hidden message appeared. And once the final Kisses pack found a hand, the full message slid into view:

“Happy Birthday Zepto

With love and kisses

Hersheys”

“Birthday wish karne ka tarika thoda casual tha”, but the execution was just precision marketing. Flawlessly delivered by Alakh Advertising & Publicity, the OOH wizards known for rewriting rules of traditional outdoor media. This was a fusion of outdoor and guerrilla marketing with full-sensory, real-time activation that stopped people in their tracks. The main thing was the place buzzing with creatives, college-goers, and conversation. Exactly where you’d want to drop a surprise like this.

For Zepto, India’s fast-scaling quick-commerce rocket ship this playful activation fits like a fast, fun, and unexpected. Just like their brand promise. For Hershey’s, it signaled something more: a confident pivot into experience-led storytelling that felt both premium and personal.

Today’s audiences want more than just visuals. Today’s consumers don’t just want to see a message, they want to touch it, taste it, post it. That’s exactly what Hershey’s gave them. This campaign broke away from static displays. Instead, it invited people to become part of the story. By embedding the product right into the medium, the campaign sparked spontaneous joy that lingers longer than a logo or a tagline ever could. It was OOH you had to interact with and it worked because it was a moment lived. 

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When Rivals Collaborate: What Britannia’s Pride Month Pack Invite to Parle Teaches About Co-Branding Strategy

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When Rivals Collaborate: What Britannia’s Pride Month Pack Invite to Parle Teaches About Co-Branding Strategy

On June 23, 2025, the Indian advertising world witnessed a colorful makeover that left everyone in a tizzy. India’s most beloved biscuit brand, Britannia, caught eyeballs on The Times of India’s front page. This is the vibrant Pride Month ad encouraging an idea of unity. Their Good Day biscuits, inside the rainbow-like pack dubbed “Flavors of Equality,” stole the show. But the real jaw-dropper that comes from the shelf is a heartfelt invite to their longtime rival, Parle Monaco. It had a straightforward message, “Dear Parle Monaco, this place is yours”.

This was not a regular biscuit campaign, it was a loud invitation to ally, an appeal to Parle to get onto the same shelf and raise their voices in recognition of LGBTQIA+. The essence of the tagline, “If we can share a shelf, we can share a cause”, characterized by the initiative by Britannia. This campaign was developed in collaboration with The Humsafar Trust. It was a public challenge to traditional brand rivalries. A call to step over lines, not just to compete, but to co-align for a greater purpose.

Parle’s response was also full of flavor. Within hours, they fired back on social media with style. A direct counter strike that didn’t just acknowledge the invite, it matched its energy, motive, and biscuit-for-biscuit spirit. Their ad showed a vertically stacked spread of their icons like Parle-G, Monaco, Hide & Seek, and Krackjack. Arranged in a full-on rainbow gradient. 

Their note: “Dear Britannia, Happy to help you with this initiative. We at Parle have been proudly serving India’s diversity not just for one month, but every month, every day.” It was pride in responding with their voice, on their terms.

The timing makes it an outstanding marketing strategy. Why? Because a 2024 Nielsen survey has found that 73 percent of Indian buyers prefer brands that take visible action on diversity. In other words, this was not creative flair, this was market math. An intelligent swing against loyalty, based on inclusivity, not merely brand purpose but positioning.

Britannia’s ad, designed by Enormous, left an empty slot in their rainbow lineup, practically daring Parle to fill it. Parle hit back with heritage, celebrating its legacy. The brand reminded everyone that it’s been in Indian homes for generations. And with arms wide open it embraced the cause. It’s a clean win-win for both brands to flex their creative muscle, keeping the rivalry deliciously alive.

What This Teaches Us About Co-Branding in 2025

At its core, this campaign wasn’t about biscuits, it’s about shared cultural capital. When two legacy brands publicly shelve rivalry for a shared cause, they tap into something rare: collaborative credibility. What made it work was the timing. Pride Month provided the perfect social backdrop. Britannia’s “empty slot” was also a subtle yet powerful creative device. It did not eliminate competition but recognized it. Parle responded to it, not to level the competition, but to season it. This is the type of brand interaction that attracts attention since it is uncommon. Both brands remained themselves but meant something greater. With co-branding evolving in India, particularly in purposeful spaces, marketers might want to note that true inclusion is not to distract from the competition, but to amplify it.

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The New Advertising Canvas — How Paper Bags Became a Strategic Marketing Tool For Brands Like Blinkit and Zepto

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The New Advertising Canvas — How Paper Bags Became a Strategic Marketing Tool For Brands Like Blinkit and Zepto

In today’s hyper-connected era, where brands battle for attention, one unlikely weapon has quietly emerged: paper bag marketing. What was once a disposable item is now a storytelling surface. It’s a piece of cultural content literally in your hands. Brands are flipping this everyday utility into a moving billboard.

The formula is simple: Make a paper bag so clever people don’t forget it.

Quick-commerce giants like Zepto and Blinkit are leading this quiet revolution. They’ve cracked the code. Emotion, humor, and culture all blended inside a brown, biodegradable medium. And, It works. It sparks conversations, fuels engagement, and builds sticky brand recall.

Remember Blinkit’s coconut meme bag? One illustration is a man and woman sipping coconut water with the same straw. He posted it on social media which became viral. Blinkit didn’t explain, didn’t say a word, it leaned into the ambiguity. And, the bag did its job. Zepto, on the other hand, plays the nostalgia game. It’s more festive, more emotional. Their bags turn illustrations into festival moments. You’ll see families making sweets, decorating homes, dancing, and praying. A QR code sits in the middle, adding a digital layer to this physical moment. The message is “Zepto delivers more than groceries; it delivers celebration”.

So why does this format work? Because it’s compelling. These bags tie into festivals and use regional jokes, local phrases, and colloquial art that feels personal. The bag becomes more than packaging, it’s a thing to explore, share, and color. Economically, It’s beneficial. Printing on bags costs less compared to massive ad campaigns, but its reach is massive. These bags travel, linger in homes, and when designed well, they go viral.

The paper bag has emerged as a new type of owned media in a world that is digitally saturated. It is moving storytelling. Zepto and Blinkit show that innovation does not always require high-tech tricks. A classic paper bag weighing only 10 rupees can make you reminisce, laugh, and generate a deep brand affection.

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Science-First Snack Ads: Indian Snack Brands Now Market Gut Health with Clinical Credibility

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Science-First Snack Ads: Indian Snack Brands Now Market Gut Health with Clinical Credibility

The modern consumer’s query has evolved beyond what to eat, to a deeper insistence on why. And more importantly, for what purpose? Health is no longer a broad claim. It is personal, measurable, and essentially, lab-certified. India’s top snack brands have caught on, and they’re changing course. Remember Too Yumm? The ad, endorsed by Virat Kohli, perfectly slots into the broader “healthy snacking” story.

The clear message is that consumers now want health that’s proven, not presumed. In response, food and wellness companies are ditching generic claims for microbiome-based, hyper-personalized nutrition. Let’s look at a few of them.

Lil’ Goodness — Gut Health on the Wrapper

Prebiotics now come in chocolate. Lil’ Goodness, a kids’ snacking brand, launched prebiotic dark chocolate with gut-friendly messaging upfront. The label itself tells parents about microbiome benefits. The brand’s core pitch is smart snacking with smart science, especially for digestion-conscious parents.

Sova Health — Testing, Tailoring, Transforming

Mumbai’s Sova Health calls itself India’s first “full-stack gut health” brand. Their model encourages users to first take a Gut Microbiome Test (GMT); after that, they provide AI-generated diet plans and supplement suggestions. It’s a science-backed wellness journey built on genetic gut data.

Guttify — Wellness Starts with Diagnosis

The Guttify brand puts testing before treatment. Customers begin with a pH-based gut kit delivered to their home, and based on the results, receive a mix of herbal, nutraceutical, and lifestyle guidance. The science is transparent, and the trust is instant. The brand positions itself not as a trend, but as precision wellness.

A Gut Story on Social Media

We know exactly where the gut-health-conscious audience congregates: social media. These brands use different platforms to tell their story.

Many wellness founders like Simran Nahata appear on YouTube podcasts, breaking down gut biology into simple, compelling conversations. These appearances boost brand trust and connect complex topics to real, everyday benefits.

From Instagram posts to chocolate wrappers, the science-first story stays constant. Clinical studies, R&D tie-ups, and real health metrics are repeated everywhere. It’s a type of positioning backed by evidence.

What’s Coming Next

We could soon see chips or energy bars tailored to individual gut profiles. Health influencers may even post their gut test results as part of campaigns, blending credibility with storytelling.

Final Take

Indian wellness brands are rewriting the script. No more vague lines like “boosts immunity” or “good for digestion.” Now, it’s about proof, lab reports, test kits, and custom biology. As the spotlight shines on gut health, these companies are building an evidence-based culture of wellness, not slogans.

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How WhatsApp’s New Ad Frontier Will Redefine Hyperlocal Marketing and Empower India’s D2C, Quick Commerce, and Local Businesses

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How WhatsApp's New Ad Frontier Will Redefine Hyperlocal Marketing and Empower India's D2C, Quick Commerce, and Local Businesses

Until now, businesses have had a few choices for WhatsApp marketing. They would use personal WhatsApp accounts to message individual customers or create groups, and broadcast lists. These are simple and direct strategies, but things are shifting now. Recently, Meta has declared that it will introduce advertising to WhatsApp. Yes, you heard it right, “ads”. They are not going to appear out of nowhere when you are talking to your cousin. Rather they will be displayed on the Updates tab, via WhatsApp, Status, which is the section wherein folks post photos, writings, or videos, that exist only for 24 hours. The transition is both predictable and surprising.

Why’s it big? Especially for India?

Because WhatsApp here isn’t just a social media platform, it’s utility, mandatory almost. People may or may not log in to Instagram or Facebook, but WhatsApp, they’ll open it ten times before breakfast.

Now, marketers need to adjust, rethink, and reshuffle budgets beyond just the impression-heavy ones.

Because no one opens WhatsApp to “browse.” It’s not that kind of app. There’s no feed and no explore tab. This means the creative approach is most important. Ads need to feel familiar, not forced.

And the big question floating around boardrooms is—who benefits the most?

Experts say that despite big brands being in line, WhatsApp’s monetization levels the playing field, especially for D2C brands, Quick commerce apps, and Local retailers.

Imagine this: instead of burning through ad spends for an All India Instagram reach, your nearby restaurant runs a WhatsApp Channel ad. Straight to the phones of people a kilometer away. That’s the power.

With over 90% penetration in Tier-II and Tier-III cities, WhatsApp has become this hyperlocal goldmine. And for trust-based marketing, It’s unmatched.

So how can businesses, smart ones, maximize this?

A Hyperlocal, Trust-Driven, Straightforward Marketing

D2C Brands: They can run short-form videos or tappable stories. Think, of ads that look like native Status updates, products with a niche story in local languages. These should be designed not for views, but for conversions. Especially where WhatsApp’s stickiness crushes Instagram.

Quick Commerce: Blinkit, Zepto, or others who rely on 10-minute grocery offers. These brands can use visual CTAs that feel less like an ad, and more like a personal note. A promo that doesn’t shout, just nudges. That’s how you win in WhatsApp’s intimate setting.

Local Retailers: The neighborhood mithai shop can run ads on WhatsApp Channels. Like Hyper-targeted “Diwali sweets near you”, right where it matters. Not Delhi or Mumbai, Just your block. It has low cost, but high relatability.

So, how should businesses form their WhatsApp campaign?

The message is clear. Don’t treat WhatsApp like a billboard, treat it like a CRM.

  • Track conversations, not just impressions. A D2C brand should look at chats that end in cart additions. Quick commerce should count the ad clicks that turn into orders.
  • Don’t break the space. Ads should blend into Status updates that behave naturally. Don’t push too hard, or too loud. You’ll lose them because WhatsApp is still seen as personal, not commercial.
  • Start with a small budget. Experts say, to test with 5-10% of Meta ad budgets. Pilot, learn, then scale. For a D2C brand run parallel formats, measure engagement, and refine what clicks.

Because, unlike Instagram or Facebook, WhatsApp gives you access to audiences who were, until now, digitally quiet. 

Experts predict that 8-10% of digital budgets could shift to WhatsApp in the next 12 months. But it’s still just the beginning. How this pans out for both businesses and WhatsApp depends on execution. What matters are consent-led ads, hyper-relevant targeting, and frequency capping. Because if done right this platform could become the most cost-efficient, high-impact channel in Meta’s playbook. Especially for D2C brands, quick commerce players, and corner stores looking to punch above their weight.

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Future of Global Cuisines in India: How Japanese and Korean Flavors Are Set to Transform the Indian Food Market 

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Future of Global Cuisines in India: How Japanese and Korean Flavors Are Set to Transform the Indian Food Market 

Swiggy Food and Marketplace CEO Rohit Kapoor, in a recent interview, highlighted a fascinating culinary split in India: while Biryani holds strong as a national favorite, Japanese cuisine is quietly and rapidly rising as a new contender. And that brings up a compelling question: how do global cuisines catch on so quickly here? More importantly, what’s next? What flavors are waiting in the wings, ready to charm Indian taste buds the way Chinese and Italian once did?

For businesses in food, this is not just trivia, it’s a strategy. Understanding shifts in consumer taste is critical. It is important to be aware of consumer taste changes. Forecasting future cooking in the minds of eaters will enable brands to respond to market trends, menu planning, and source streamlining. Marketing becomes more precise, more efficient, waste-free, and innovative. This is what it takes to be relevant and profitable in a growing market.

The Dynamics of India’s Food Revolution

The Indian food service sector is growing at a CAGR of 8.1%, poised to touch INR 7.76 trillion by 2028. On average, Indians now order from over three different cuisines each year. That’s a serious openness to experimentation.

The trendsetters are millennials and Gen Zs chasing risky tastes, clean food, and adrenaline to authentic global cuisine.

Yes, the traditional Indian food is still on top and there is a good reason for that. But international flavors are pushing in, especially in cities, and especially with the young.

The OG Continentals: Still in the Game

Chinese Cuisine: Indian-Chinese. Yes, we continue to be obsessed with Manchurian, chili chicken, and Schezwan. It is everywhere ranging from the street stalls to the classy lounges. The strength of this lies in its affordability. It is not so premium anymore. To the next generation, it is not a groundbreaking experience, but comfort food.

Italian Food: A culinary standard of the world. The share of restaurants that serve Italian food is approximately 8.5%. Pizza and pasta are household names. Domino’s and Pizza Hut have made it mainstream, while brands like Café Noir are elevating the fine-dining game. Scale, simplicity, and most importantly vegetarian options keep it going. It dominates the fast-casual and QSR categories. But when it comes to bold, exotic, and new, it may not lead.

American Cuisine: McDonald’s, KFC, and Burger King are deeply entrenched in India. But there’s a “junk food” tag. Health-conscious consumers are starting to swipe left. Dominance in QSR is one thing, but overall culinary leadership is declining.

The Rising Stars

Japanese Cuisine: Big things are happening here. Urban youth and health-focused diners love it. Pop culture, anime, and J-pop are doing their job. Sushi, ramen, and tempura are no longer exotic, they’re aspirational.

Japan’s increased investment in India and bilateral agreements are fueling the food engine. Globally, Japanese cuisine ranks third in popularity. It’s clean, minimalist, fresh, beautiful, and healthy.

Korean Food: K-pop and K-dramas aren’t just “girly things” anymore, boys are connecting too. And K-food is no exception. Bibimbap, Korean BBQ, and spicy fried chicken are making waves.

But it’s still niche, mostly found in bigger cities. Gen Z is into it, no doubt. The problem isn’t demand, it’s supply. Infrastructure needs to catch up before Korean food can go truly mainstream in India.

What is Coming Next?

For now, Italians and Americans might continue to rule QSR. Indo-Chinese will stay our comfort fusion. However, Japanese and Korean cuisines will soon be riding the anime and K-pop waves. Japanese food is ideally situated to explode, particularly in urban areas. Yes, expenses and unfamiliarity are obstacles, but they can be overcome. Korean and Thai food will grow too, but will likely stay niche for now. As always, the youth will decide what they hype, eat, and repeat.

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Millions Watched A Food Delivery Guy Crash A Live TV Show – Now The Government’s Involved!

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Millions Watched A Food Delivery Guy Crash A Live TV Show – Now The Government’s Involved!

Viewers tuning into a live interview on Kuwait TV got an unexpected twist when a food delivery man casually strolled across the set mid-broadcast. The interview featured astronomer and historian Adel Al Saadoun, who was calmly discussing celestial matters—until the camera caught the delivery worker walking right in front of him as if it were part of the segment.

The clip, which appeared on X (formerly Twitter) on July 7, quickly took off online, leaving the internet amused and confused in equal measure. While some couldn’t get over the sheer awkwardness of it all, others zeroed in on a more serious issue: how on earth did he make it past studio security?

Al Saadoun, maintaining his cool, commented on air, “There’s a man passing in front of us… he’s a delivery worker.” The anchors, momentarily surprised, carried on with impressive poise.

But online, the jokes rolled in just as fast as the concerns. One user quipped, “He came to deliver food, accidentally delivered nationwide unscripted smile.” Another joked, “Delivery till your table, sir.” Someone else chimed in with a dig: “Looks like someone was too lazy to meet him at the studio entrance.”

Not everyone was laughing, though. The incident led to questions about how easily someone could walk into a live set on national television. “The real concern,” one commenter noted, “is if a delivery guy can get in this easily, imagine who else could.”

Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market

In response, Kuwait’s Ministry of Information has launched an internal probe. The studio manager has been suspended while they figure out exactly what went wrong.

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Snitch Just Schooled Fashion Giants! Now Ranked 9 on the App Store, Beating Ajio, Nykaa & Tira at Their Own Game

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Snitch Just Schooled Fashion Giants! Now Ranked 9 on the App Store, Beating Ajio, Nykaa & Tira at Their Own Game

Snitch, the homegrown D2C menswear brand known for its fashion-forward and fast-moving inventory, just scored a major digital milestone. The 5-year-old startup has entered the Top 10 on the Apple App Store (Shopping category), ranking at #9 — ahead of major players like Ajio, Nykaa, and Tira.

This marks a significant achievement for a brand that began as a direct-to-consumer (D2C) experiment in men’s fashion and has grown into one of India’s most-watched startup success stories. From building a strong community of fashion-conscious consumers to appearing on Shark Tank India, Snitch has consistently captured attention with its rapid pace, trendy designs, and bold branding.

The company’s rise in the App Store rankings highlights its strong digital-first approach, a hallmark of modern D2C success. While traditional fashion retail players depend heavily on large-scale offline and marketplace strategies, Snitch has leaned into culture-driven content, social media relevance, and hyper-responsive merchandising. Their app growth suggests users are not just aware of the brand but are actively engaging with it via direct channels — a key indicator of loyalty and trust.

Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad

Snitch’s success story is being cited as a blueprint for new-age Indian D2C brands: fast, culturally tuned, and obsessively customer-centric. While big names like Zepto, OLX, and Myntra continue to dominate, Snitch’s arrival in the Top 10 charts shows that smaller, focused brands can disrupt the ecosystem with the right execution.

As the brand celebrates its 5-year anniversary, all eyes are now on how Snitch scales further in the ultra-competitive fashion space — and whether this app milestone is just the beginning of a much bigger retail revolution.

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