A new wave of under-25 founders in India is creating everyday direct-to-consumer (D2C) brands, think cold-process soaps, scented candles, fermented foods, spice mixes and healthy snacks. They’re winning loyal followings on Instagram and getting traction with low-cost setups. These are not luxury gimmicks, they’re honest products made in small batches, and Gen Z consumers are loving them.
Why This Is Happening Now
Gen Z entrepreneurs are breaking into FMCG by combining micro-production, social media marketing, and a strong brand identity. They often start from their bedrooms or community kitchens with limited budgets. High repeat rates, driven by taste and quality, help them sustain growth even with word-of-mouth outreach. As one Reddit user put it:
“The only saving grace for a D2C brand is higher repeat rates and that can only happen when the product is TOP NOTCH”.
Brands to Watch: Real, Small‑Batch, Gen Z‑Driven
Launched in Jaipur in 2023 by a young founder who partners with homemakers across six states, this D2C pickle brand offers 17 regional SKUs, from Rajasthan’s teekhi mirch to Gujarat’s methiya keri. Started with just ₹15 lakh revenue in FY24 and aims to scale to ₹1.5 crore this financial year. The model empowers women entrepreneurs and celebrates heritage flavours.
These brands offer handcrafted, millet-based or date-based snacks. Wild Date focuses on preservative-free treats, while Snaqary revives ragi, bajra and amaranth-based snacks in fun formats like healthy chaklis and crispies, appealing to Gen Z’s health-conscious snacking habits.
Founded by two sisters in their early twenties, this brand reinvented jaggery cubes, infusing them with flavours like coffee, ginger and turmeric. The startup attracted Shark Tank India attention and generated ₹2.2 crore in FY24‑25, with a projected ₹6–7 crore by year-end. Repeat sales and strong gross margins (≈75%) made it a standout.
Common Traits of These Gen Z Founders
- Small-batch production – they start lean and maintain quality.
- Authentic storytelling – regional ingredients, personal rituals, micro‑entrepreneur sourcing.
- Digital-first engagement – Instagram-first, user-generated content, and community growth.
- Affordable premium – accessible pricing with healthy or clean credentials, not luxury.
Why Gen Z and Everyday Brands Matter
Young founders understand both the product and the consumer intimately. They are digitally savvy and eager to challenge traditional norms of mass FMCG. Their brands resonate with younger audiences because they reflect authenticity, not just salesmanship.
Simple, everyday goods can become category disruptors when crafted with care. Gen Z founders are proving this: their D2C brands embody quality, trust, and authenticity. From small kitchens and dorm rooms, they are redefining what Indian startups look like, bigger impact, starting small.
Also Read: Sanya Malhotra Swears by Bree Matcha, Don’t Just Believe It, Bree-lieve It!
