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Discover how local brands of India are breaking myths about quality and style.
The local brands of India are redefining excellence, reminding us that quality is not a matter of geography, it is a matter of vision.
For decades, the perception delayed that “of its own harvest” equated for the commitment, either in quality, design or aspiration. However, the new wave of creators and Indian brands is dismantling this notion, demonstrating that local roots and global appeal can not only coexist but to prosper together.
Quality is about intention, not geography
“People have long thought that Homegrown means giving up quality or style. But in real life, the opposite is often true,” says Jinita Sheth, founder, Jenn. She explains that building something from scratch allows a deeper connection with the process. From materials and crafts to detail -oriented supervision, the degree of participation is much more intense than possible in the outsourcing or fractured supply chains on a large scale.
For Sheth, quality is not where a brand originates, it is about intention, experience and consistency. Independent Indian labels now show that products of local and carefully elaborate origin can defend against global names. Being your own harvest also introduces agility: the ability to respond to the client's entry quickly, try new design ideas and maintain strict quality control at each step.
Rewrite the narrative of Premium and Homegrown
Echoing this feeling from a different point of view, Smitting Joshi, Vice President of Nestterra (a Sutlej, KK Birla Group brand), observes that the old belief that premium quality and refined style belong only to international marks no longer apply. “Today's Indian brands are rewriting this narrative by combining rich heritage with contemporary innovation to meet global standards,” he says.
In Nesterra, this approach translates into home furniture that combines the legacy of textile crafts with modern design sensibilities. Joshi emphasizes that his design philosophy is based on individuality, “we create products that are not only beautiful but also reflect the various tastes, cultures and stories of consumers.”
Of coasters as an innovation engine
For Sheth, local brands also offer something that global labels often lack authenticity extracted from culture, in layers of modern experimentation. “International brands are no longer the only ones that can establish trends. Creators of their own harvest contribute authenticity and new ideas by extracting from their own culture and mixing it with global styles and their own data analysis with a completely new market approach. This mixture causes the products to feel unique and individualized instead of generic,” he says.
Sustainability and responsibility in the nucleus
Joshi points out that quality is also defined today. “Quality is the backbone of each product we create. We invest significantly in obtaining higher materials and the use of sustainable practices that protect both the environment and the integrity of our designs,” he explains.
With advanced finishing techniques, rigorous quality controls and ecological innovative processes, Nesterra seeks to demonstrate that the experience in India can create premium products, durable and responsible, home decoration that resonates not only within India, but also worldwide.
Beyond commitment: a celebration of creativity and trade
Both Sheth and Joshi converge at a point: choosing Homegrown is not about establishing, it is about raising. For Sheth, it is “to value creativity, responsibility and labor what is based on ideals.” For Joshi, it is about demonstrating that the rich inheritance, crafts and the vision of the consumer of India can offer quality without commitments with a distinctive style.
As the boundaries between the global and the place continue to dislike, the local marks of India are redefining excellence, reminding us that quality is not a matter of geography, it is a matter of vision.
Swati Chaturvedi, a media and journalism fan with more than 10 years of experience, is not just a narrator; She is a weaver of ingenuity and wisdom in the digital landscape. As a key figure in News18 English …Read more
Swati Chaturvedi, a media and journalism fan with more than 10 years of experience, is not just a narrator; She is a weaver of ingenuity and wisdom in the digital landscape. As a key figure in News18 English … Read more
October 4, 2025, 7:30 p.m.
