The most refreshing thing about Indian brands today is how unapologetically Indian they are - good examples are: gully labs hosting "baithaks", cherrapunji explaining the north eastern geography that makes their gin special, or subko talking about the craftery behind their cocoa sourced from across the subcontinent.
It feels oddly new + full of pride, because it wasn’t that long ago that being visibly “Indian” wasn’t necessarily something brands wanted to advertise.
Louis Philippe, Allen Solly, Van Heusen - were all made to sound like they were stitched somewhere off Savile Row. Every one of them is actually owned by the Aditya Birla group.
This may be common knowledge now, but there was a time when learning Louis Philippe was an Indian brand was as jarring as learning that Bata is not. Both facts felt like betrayals of something you had assumed your whole life.