Unlike IT services and pharmaceuticals, consumer brands from India rarely venture into the global market.
There are two reasons for this, says Ananth Narayanan, founder and CEO of BRND.ME (formerly Mensa Brands), in a fireside chat with Shraddha Sharma, founder and CEO of YourStory, on the last day of TechSparks 2025.
First, it was very difficult to understand global consumers while sitting in India.
This, however, is changing. The rise of global e-commerce platforms has made it possible to research and serve consumers anywhere in the world, he says.
The second reason is how the distribution worked.
“When Dabur wanted to enter the Middle East, for example, it needed distributors, offices and local organizations before even selling there. Today, for 120-140 rupees in India or $4 in the US, you can ship almost anywhere in the world. That has changed,” says Narayanan.
Next, in his opinion, it is necessary to change ambitions. “If Indian founders have global aspirations, we can create the next generation of global consumer brands. Why does it have to be just Unilever and P&G?”
At BRND.ME, Narayanan and his team focus on two key areas: health and wellness – with brands such as MyFitness, Botanic Earth and Majestic Pure – and lifestyle, where they now operate the largest party and holiday business in India and the second largest in the US, UK and UAE.
“So, it is quite possible to create global brands from India,” he says.
Technology and artificial intelligence: the new engine of the brand
Another big shift driving this opportunity is technology and artificial intelligence.
“People often think of technology as interface technology,” says Narayanan. “But the use of artificial intelligence and technology can change the whole of brand building – from product development, pricing and advertising. It can all be automated and done very well at scale. It allows you to compete with the bigger guys,” he adds.
Creating a global brand from India
One of BRND.ME’s flagship brands, Majestic Pure, is now a popular aromatherapy brand.
“We don’t sell much in India because aromatherapy is not a big market,” explains Narayanan. “But here’s an interesting insight – India is one of the top three or four exporters of essential oils, body oils, massage oils and diffusers. We’ve always made products but never built a brand.”
The company wants to change that by leveraging India’s strengths in search, design and technology to create a global consumer identity.
“This [Majestic Pure] now the business is around Rs 400–450 crore annually and growing rapidly,” he says. – You can zoom in. Can understand consumers all over the world. And you can build very interesting and justified brands.”
Today, Majestic Pure is sold through Target.com, Walmart.com, TikTok Shop and direct-to-consumer sales channels, well beyond Amazon.
“Now we have a level playing field,” says Narayanan. “We have the talent. We have great brand managers. Why can’t we create global brands from India?”
Edited by Afirunisa Kankudti
