Diwali Hampers Get Makeover With Insurgent Brands

Insurgent brands don't just sell products; they build relationships

- J. SURESH

Move over, traditional gifting. With Diwali approaching, gifting is about to take center stage, and a quiet revolution is underway. For decades, the same big names dominated our gift hampers: Cadbury, Lay's, Haldiram, and Coke. But what if, instead of the usual suspects, your holiday hamper contained something different?

Imagine a gift basket featuring brands like Soothys chocolates, Yoga Bar energy bars, Kapiva's health juices, Vadam's Turmeric Ashwagandha Tea, Happilo trail mix, Snackables namkeen, and Minimalist face serums.

This is the Insurgent Gift Hamper.

The brands within it are not household names from a generation ago. Consulting firm Bain & Co. defines these insurgent brands as "winning the hearts of underserved customers in India." They operate with a sense of rebellion, and incorporate tech as a core part of their business model.

Insurgent brands are disrupting all categories, from fashion and jewelry to beauty, home decor, and electronics.

Over the last 15 years, more than 4,000 such brands have been registered in India, attracting $4.7 billion in venture capital and private equity funding.

Why are these brands proliferating now? What makes them so successful, and why are investors chasing them?