Growth Moves 2026 · D2C edition · Research by upGrowth
14 Indian D2C moves that changed how companies grow in 2026
Indian D2C brands grew in 2026 by changing what their products do and where customers meet them. We tracked 14 dated, sourced moves from January to September 2026 and found growth coming from four places.
14Growth moves
4Patterns
4Brands that built AI into the product
By Amol Ghemud, Co-founder and Chief Growth Officer, upGrowth · Research period: January to September 2026 · Published October 2026
What changed in Indian D2C growth in 2026?
Indian D2C brands grew in 2026 by changing what their products do and where customers meet them. Across 14 moves we tracked between January and September 2026, growth came from four places: AI built into the product itself, fast store rollouts by brands born online, new categories entered through acquisitions and partners, and distribution through marketplaces, partner counters and new countries.
The store came back, but on data. NEWME added 22 stores in 2026, more than the 18 it opened in its first 3 years, and SleepyCat went from 38 to 50 stores between June and September. At the same time Lenskart, boAt and Noise shipped AI hardware, and Snitch bought its way into women’s wear instead of building it.
Growth Moves is a research series by upGrowth. It does not rank leaders or companies. Each edition documents specific moves, the people credited with them, and what they reveal about where growth is coming from next. Leader titles are shown as they appeared in the source at the time of each announcement.
A Growth Move is a dated, sourced change that alters how a company acquires, monetises, retains or serves customers. We counted four kinds of change.
New capability: technology or systems that change how the core business runs.
New growth model: a new revenue line, distribution route or monetisation layer.
New market or category: a new geography, customer segment or product category.
New way to solve a growth problem: removing friction that was capping conversion or demand.
The three tests every move passed. It was announced between 1 January and 30 September 2026. It is documented in a primary or reputable source, linked under each move. The named leader is quoted or explicitly credited in that source. Funding rounds, hires and awards on their own did not qualify. No company paid for inclusion.
The four patterns behind 14 moves
Pattern 1: AI went into the product, not just the marketing
Lenskart launched AI glasses and told investors it is becoming a consumer-AI company. boAt put Gemini inside its Crest AI audio devices. Noise launched a screenless band with AI coaching and no subscription. Libas built a new workwear label on AI forecasting and design.
The growth logic: whoever makes AI part of what the customer holds gets a fresh reason to buy in categories where price wars had flattened everything else.
Pattern 2: Digital-first brands opened stores at speed
NEWME added 22 stores in 2026 against 18 in its first 3 years. SleepyCat went from 38 to 50 stores in under 4 months, on its way to a stated 85.
The growth logic: online data shows where demand already lives, so a store becomes a conversion and retention asset in a proven catchment, not a gamble on footfall.
Pattern 3: New categories were entered on borrowed or existing equity
Honasa launched a fragrance brand. Snitch bought Berrylush to enter women’s wear. Rare Rabbit co-built luggage with Escape Plan. BlissClub took its activewear know-how to men, and Eggoz turned supply-chain data into a premium traceable line.
The growth logic: the cheapest new customer is one who already trusts you, or trusts a brand you just bought. Category extension lifts order value and lifetime value without starting acquisition from zero.
Pattern 4: Growth came through someone else’s front door
Comet joined Myntra after staying off marketplaces since launch. SuperYou’s protein went into Starbucks drinks. BRND.ME took its haircare and aromatherapy brands into Europe through digital-first distribution.
The growth logic: partners and platforms already own the traffic and the habit. Renting that front door with a differentiated product is faster than paying for every visitor.
The 14 Growth Moves
Growth Move 01 · AI in the product
Peyush Bansal, Lenskart: AI glasses and a consumer-AI pivot
What changed: On 19 May 2026, Lenskart announced the launch of B by Lenskart, an AI-powered smart glasses brand developed in India and its first step into wearable technology. The glasses weigh 40 grams, run on Gemini AI with an assistant called Buddy that speaks more than 40 languages, and carry a 12 MP Sony camera. The waitlist opened on 31 March 2026 and had more than 35,000 registrations by 12 May 2026. Launch price is Rs 27,000, with early-access users paying Rs 22,000. On the Q4 FY26 earnings call, Bansal said the engine for FY27 growth is “the transformation of Lenskart from a consumer-tech company to a consumer-AI company”. Lenskart has 3,300+ stores and reported FY26 revenue of Rs 90,023 Mn, up 32.3%, in its first year as a listed company.
“This is our first step into wearable technology, and we are excited to build this category alongside our customers in India before taking it to global markets.”Peyush Bansal, Co-Founder and CEO, Lenskart
Why it is a Growth Move: Lenskart added a new device category on top of its eyewear base and turned its 3,300+ stores into a try-before-you-buy channel for AI hardware that pure tech players do not have.
upGrowth takeaway: Your physical footprint is a distribution asset for the next product, not just the current one. List the products a customer would only buy after touching them, and ask whether your stores or partners can be that touchpoint.
What changed: On 28 August 2026, boAt’s parent Imagine Marketing announced a partnership with Google Cloud to bring Gemini-powered AI to its Crest AI range of smart audio devices. The features run on Google Cloud infrastructure and Gemini Live through the Gemini Enterprise Agent Platform, covering voice queries, device control, music, translation and FAQ support. Crest AI devices will also work with Google Workspace, so users can manage Gmail, Google Tasks and Google Calendar by voice. boAt reported FY26 revenue from operations of Rs 2,931 crore and profit after tax of Rs 84.5 crore, up 38%. Its IPO was deferred again in January 2026 despite SEBI approval.
“By integrating Google’s Gemini into our Crest AI devices, we are taking a massive leap forward. We are moving beyond basic voice assistants to create intelligent, conversational agents for general voice queries, device control, music playback, productivity, language translation and FAQ support.”Gaurav Nayyar, CEO of boAt
Why it is a Growth Move: boAt is repositioning earbuds from playback accessories to AI assistants you wear, which gives a commoditised audio category a new reason to upgrade.
upGrowth takeaway: When your category turns into a price war, change what the product does, not what it costs. Borrowing a platform’s AI is faster than building your own, but own the customer experience on top of it.
Amit Khatri, Noise: a screenless band with no subscription
What changed: On 8 July 2026, Noise entered the screenless wearables segment with the REP Band, a health-first band with an AI coaching layer, recovery scores and sleep analysis, and no subscription fees. Telangana Today reported the introductory price as Rs 9,999. Noise has raised $30 Mn+ and reported FY25 revenue of Rs 1,048 crore, down 24%.
“We are focused on solving real lifestyle needs at scale, proving that elite wellness metrics do not need to be locked behind a monthly subscription.”Amit Khatri, Co-Founder, Noise
Why it is a Growth Move: Noise moved from a crowded smartwatch shelf into a new form factor and made the absence of a subscription its main selling point.
upGrowth takeaway: Look at how the category leader charges, not just what it sells. If customers resent the pricing model, removing it can be a sharper wedge than any feature.
Sidhant Keshwani, Libas: an AI-first workwear label
What changed: On 23 April 2026, Libas launched Gerua, a separate online-first workwear brand for young professionals and first-time job entrants. Indian Retailer reports that Gerua is being built as an AI-first platform, using technology for demand forecasting, design decisions and campaign imagery, with a monthly drop model of 80 to 200 SKUs per capsule, kurtas from Rs 499 and prices below Rs 2,500. Libas launched it as the parent crossed an annual run rate of Rs 1,000 crore, and Apparel Resources reports a Gerua target of about Rs 50 crore run rate by Diwali.
“We wanted to create something that is young, modern, and accessible, built for a generation that is just starting its professional journey.”Sidhant Keshwani, Founder and CEO, Libas
Why it is a Growth Move: Libas used AI to launch a second brand into an adjacent occasion without building a second design and planning team.
upGrowth takeaway: AI’s biggest D2C payoff may be the cost of launching a new label, not ad copy. Price what your next sub-brand would cost to launch with AI-led forecasting and design, then compare it with your last launch.
What changed: On 22 September 2026, Gen Z fashion brand NEWME reached 40 stores with new outlets in Lajpat Nagar, Delhi and Model Town, Jalandhar. It added 22 stores in 2026, more than the 18 it opened in its first 3 years, and targets 50 stores by December 2026 and 60 by March 2027. Offline now accounts for more than 30% of revenue and grew 100% year on year. NEWME had 25 stores across 14 cities in May 2026.
“In our first three years, we were deliberately measured about retail expansion, using our early stores to understand consumer behaviour, markets and the right formats for NEWME.”Sumit Jasoria, CEO & Co-founder, NEWME
Why it is a Growth Move: NEWME turned offline from an experiment into a growth engine, using what its early stores taught it to decide where the next ones go.
upGrowth takeaway: Do not open stores on instinct. Rank cities by online orders, return rates and repeat rates, and open where digital demand already proves the catchment.
Kabir Siddiq, SleepyCat: from 38 to 50 stores in under 4 months
What changed: On 8 June 2026, mattress brand SleepyCat announced it would take its exclusive store network from 38 to 85 by the end of 2026, after openings in Delhi, Surat, Bengaluru, Jaipur, Hyderabad and Mumbai. On 25 September 2026 it announced its 50th store, in Gurgaon. In a July interview Siddiq said offline contributes around 35-40% of sales, with 60% from online, and that the brand is working towards INR 300 crore in revenue. SleepyCat reported FY25 revenue of Rs 98 crore.
“With strong traction across metro and emerging cities, we are confident of achieving our target of 85 exclusive stores this year while continuing to deliver a seamless omnichannel experience.”Kabir Siddiq, Founder and CEO, SleepyCat
Why it is a Growth Move: A brand that built its business on marketplaces and its own site shifted its next phase to company stores, because a mattress is a touch-and-feel purchase.
upGrowth takeaway: High-consideration products convert better where they can be tried. If your returns or abandoned carts cite fit or feel, test 1 store before adding ad budget.
Varun Alagh, Honasa Consumer: a fragrance brand for an under-penetrated category
What changed: On 13 August 2026, in its Q1 FY27 results release, Honasa announced its entry into fragrance with FIKN, which it calls India’s first elixir brand. On the June quarter earnings call, Alagh said fragrance is just 3% of India’s beauty and personal care market versus 11% globally, and MediaNama, citing YouGov, reports that only 6% of Indians use fragrance, compared with 37% in the US. Honasa reported Q1 FY27 revenue of INR 785 Cr, up 31.8% year on year, with coverage of about 3 lakh FMCG retail outlets.
“With FIKN, we enter fragrance with India’s first elixir brand, tapping into a large, underpenetrated category in India with potential to build a differentiated proposition.”Varun Alagh, Chairman and CEO & Co-founder, Honasa Consumer
Why it is a Growth Move: Honasa is using its house-of-brands playbook to launch into an under-penetrated category instead of stretching Mamaearth’s name.
upGrowth takeaway: A category share gap between India and the world is a map of where to launch next. Check your category’s India penetration against the global figure before picking your next line.
Siddharth Dungarwal, Snitch: bought its way into women’s wear
What changed: On 28 July 2026, menswear brand Snitch acquired a 100% stake in D2C women’s fashion brand Berrylush, its entry into women’s wear. Terms were not disclosed. Berrylush keeps its brand and team, including co-founder Anusha Chandrashekar, while Snitch supports product, technology, supply chain, marketing and omnichannel retail. Dungarwal told Inc42 the ambition is to build Berrylush into “a ₹1,000 Cr women’s fashion brand over the coming years”. Snitch operates 115 stores, closed FY26 with operating revenue of Rs 900 Cr, up about 80%, and targets about Rs 1,400 Cr in FY27.
“Instead of starting from zero, we saw an opportunity to build on that foundation together.”Siddharth Dungarwal, Founder & CEO, Snitch
Why it is a Growth Move: Snitch bought an existing customer base and brand trust in women’s wear instead of spending years building both from zero.
upGrowth takeaway: Before launching a new segment from scratch, price what it would cost to buy a small brand that already owns it. The answer is often cheaper than 2 years of CAC.
Manish Poddar, Rare Rabbit: luggage co-built with Escape Plan
What changed: On 22 May 2026, premium menswear brand Rare Rabbit entered travel gear through a partnership with design-first travel accessories platform Escape Plan, launching 2 luggage collections, Gallardo and Tony. In September, The House of Rare told Indian Retailer it recorded revenue of Rs 1,100 crore in the previous fiscal year, targets nearly Rs 1,600 crore this fiscal, operates 210 stores and plans at least 285 by the end of this fiscal year. It is also entering fragrances, handbags, footwear, belts and jewellery.
“Through our partnership with Escape Plan, we are bringing the Rare design philosophy into a new category, with the same creative rigor, attention to detail and long-term vision that have shaped our brand.”Manish Poddar, Founder & Creative Director, The House of Rare
Why it is a Growth Move: Rare Rabbit extended its brand into a new, higher-ticket category with a specialist partner carrying the product risk.
upGrowth takeaway: Brand equity is the asset; manufacturing is optional. If customers already trust your taste, a co-built line with a category specialist tests demand without a new factory.
Minu Margeret, BlissClub: women’s activewear know-how, taken to men
What changed: On 11 February 2026, women’s activewear brand BlissClub launched The Legendary Collection, its first menswear line, with pants, jackets, polos and crew necks. The Legendary Pants are positioned as an alternative to traditional denim and come in 3 lengths. BlissClub has since raised Rs 160 crore in a Series B led by Singularity AMC, and Entrackr reports it has over 40 stores and puts its valuation at around Rs 860 crore.
“The pants for example come in three lengths built for men of 5’6”, 5’9” and 6 ft, given Indian men have much more varying heights than western men.”Minu Margeret, Founder and CEO, BlissClub
Why it is a Growth Move: BlissClub took the fabric and fit know-how it built for women into a second gender, opening a new market on the same supply chain.
upGrowth takeaway: Your product insight may travel further than your audience. Ask which customer problem you solved that a different segment also has, and test 1 hero product before a full range.
Abhishek Negi, Eggoz: eggs you can trace to the farm
What changed: On 15 September 2026, Eggoz launched Farm and Fable by Eggoz Free Range Eggs, a premium line with farm-level traceability. Each pack carries a batch code that consumers can enter on the Eggoz website to see the source farm, farmer details, feed and external laboratory test reports. The line launched in Bengaluru, Mumbai and Pune and is expected to expand to Delhi NCR, Hyderabad and other Tier-I cities through quick commerce platforms. Eggoz raised a $20 million Series C led by Gaja Capital in June 2025.
“As Indian households become more mindful about the origins and quality of their food, we see strong and growing demand for transparency they can actually check for themselves.”Abhishek Negi, Co-Founder and CEO, Eggoz
Why it is a Growth Move: Eggoz turned its supply-chain data into a premium product claim the customer can check, which lets a commodity brand charge for trust.
upGrowth takeaway: Proof beats claims. If your supply chain already captures origin data, expose it to the customer at the pack level and price the premium line against it.
Utkarsh Gupta and Dishant Daryani, Comet: first marketplace, on its own terms
What changed: On 30 January 2026, sneaker brand Comet launched on Myntra, its first marketplace after building the business only through its own channels and physical stores. It launched the Myntra-exclusive X Lows Polaris sneaker and ran an on-ground activation at Bandstand, Mumbai. In September, Comet raised Rs 100 crore in a Series B led by Verlinvest; Inc42 reports it operates 10 company-owned stores and aims for 20 by the end of the fiscal.
“Staying off marketplaces was a conscious decision from day one. We built Comet close to our customers, on our terms.”Utkarsh Gupta and Dishant Daryani, Co-Founders, Comet
Why it is a Growth Move: Comet reversed a founding rule to reach a much larger audience, and protected its brand with an exclusive product instead of discounting.
upGrowth takeaway: Marketplaces are not the enemy of brand; undifferentiated listings are. If you join one, launch with a platform-exclusive SKU so you are not competing with your own site on price.
Nikunj Biyani, SuperYou: protein inside a Starbucks drink
What changed: On 12 January 2026, Starbucks India launched Protein Cold Foam made with SuperYou’s protein across its outlets in India. The foam adds between 11 and 18 grams of protein depending on cup size, in chocolate, banana and vanilla flavours. Biyani said the offering is available across all 500 stores nationwide. SuperYou raised INR 63 Cr ($7 Mn) in a Series B in December 2025, and Inc42 reports an ARR of INR 150 Cr.
“Coffee is one of the most deeply ingrained daily rituals, and partnering with Starbucks gives us the scale and trust to make protein part of everyday life.”Nikunj Biyani, co-founder, SuperYou
Why it is a Growth Move: SuperYou put its ingredient inside an existing daily ritual at a partner’s counter, reaching coffee drinkers who would never search for a protein snack.
upGrowth takeaway: Find the habit your product can ride. A foodservice or retail partner that already owns the moment can deliver trial at a fraction of paid acquisition cost.
Ananth Narayanan, BRND.ME: Europe through digital-first distribution
What changed: On 31 January 2026, BRND.ME (formerly Mensa Brands) announced its entry into Europe, live in the UK, Germany, France and Spain, with Italy, the Netherlands and Poland to follow over the next year. Its haircare and aromatherapy brands Botanic Hearth and Majestic Pure lead the push through a digital-first distribution model, and it has a General Manager stationed in Germany. The European business runs at about USD 6 million, with a stated aim of USD 10 million by the end of 2026. Inc42 reports FY25 revenue of about $168 Mn and a loss of $60.4 Mn. Separately, in February 2026 the NCLT Chandigarh bench temporarily restrained the company from buying out the remaining stake of MyFitness’s founders, who allege misgovernance and diversion of funds.
“Europe is a natural next chapter in our international expansion. Our European haircare and aromatherapy business today operates at around USD 6 million in run rate and is poised to reach USD 10 million in run rate by the end of 2026.”Ananth Narayanan, Founder and CEO, BRND.ME
Why it is a Growth Move: BRND.ME took brands that already sell abroad into a new continent, using a digital-first distribution model instead of building retail.
upGrowth takeaway: Your next market may be one marketplace listing away. Check which of your SKUs already sell to diaspora or international buyers and start with the market that has the best margin after logistics.
What should growth teams at Series A to C D2C brands do with this?
The biggest D2C moves of 2026 changed the product, the shelf and the front door. For a Series A to C brand, that points to four practical checks.
Find the AI feature your customer would actually hold. Lenskart, boAt and Noise put AI into the product. Ask what your product could do, not just how your ads could be written.
Let online data choose your stores. NEWME and SleepyCat scaled offline fast. Rank catchments by orders and repeat rate before signing a lease.
Price the buy-versus-build option for your next category. Snitch bought Berrylush and Rare Rabbit co-built luggage with a specialist. Compare acquisition or partnership cost with 2 years of launch CAC.
Check how AI engines describe your brand. Shoppers now ask ChatGPT, Perplexity and Gemini which brand to buy. If they skip you, or describe you wrongly, you lose the shortlist before any ad runs.
Nominate a Growth Move for the next edition
We are researching the next edition now: EdTech. If your company made a growth move in 2026 that changed how it grows, tell us what changed, when, and where it is documented. Write to [email protected] with the subject line “Growth Moves nomination”.
Frequently asked questions
What is a growth move?
A growth move is a dated, documented change that alters how a company acquires, monetises, retains or serves customers, such as a new product line, channel, market or acquisition. Funding rounds, hires and awards on their own do not count.
What were the biggest Indian D2C growth trends in 2026?
Four patterns stand out from January to September 2026: AI built into products, rapid store openings by digital-first brands, new categories entered through acquisitions or partnerships, and growth through marketplaces, partners and new countries.
Which Indian D2C brands launched AI products in 2026?
Lenskart launched B by Lenskart AI glasses in May, boAt added Gemini-powered AI to its Crest AI audio devices in August, Noise launched the AI-coached REP Band in July, and Libas built its Gerua label as an AI-first brand in April.
Are Indian D2C brands still opening offline stores?
Yes. NEWME reached 40 stores in September 2026 and targets 60 by March 2027. SleepyCat announced its 50th store in September and targets 85 by the end of 2026.
How were brands selected for Growth Moves?
Each move had to be announced between January and September 2026, documented in a primary or reputable source, and credited to a named leader quoted in that source. Funding rounds alone did not count. No company paid for inclusion.
About Growth Moves: Growth Moves is a research series by upGrowth, a growth consultancy that has worked with 250+ companies across fintech, healthcare, SaaS, D2C and EdTech since 2017. Each edition examines the specific moves reshaping growth in one sector. EdTech is next. See all editions. Edition: D2C brands. Research period: January to September 2026. Facts checked against the linked sources on 30 October 2026.
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