Outperformers Rankings 2026: Top 5 Start-Ups in the Direct-to-Consumer Segment

1. Atomberg

Revolutionising India's home appliances

100 of 100

• Founding year: 2012 | HQ: Mumbai

• Founders: Sibabrata Shibam Das, Manoj Meena

• Key Investors: Temasek, Steadview and Trifecta Capital

Atomberg is a consumer durables brand that designs and sells smart and energy-efficient home appliances that have been inculcated with advanced technology. These electric appliances are made to save electricity and improve usability. At the core of Atomberg’s philosophy is a tech-first approach, where real-life consumer problems are translated into product solutions through strong in-house R&D, engineering and design. According to the company, it now serves 99% of India’s pin codes and delivers over 3,000 service requests daily, reflecting the scale of its nationwide operations.

As a D2C brand, it has differentiated itself by prioritising product innovation and efficiency over aggressive marketing, focusing on everyday utility and long-term energy savings for consumers. This strategy has helped Atomberg emerge as a leader in the energy-saving fan segment, while also building a large and loyal customer base across categories. It sells its products through online platforms and an extensive offline retail network.

2. Pilgrim

Skin care made exotic

98.4 of 100

• Founding year: 2019 | HQ: Mumbai

• Founders: Gagandeep Makker, Anurag Kedia

• Key Investors: Fireside Ventures, Rukam Capital and Mirabilis Investment Trust

Pilgrim offers a range of natural and clean-label products spanning shampoos, face washes, body scrubs, fragrances, hair masks and body butters with the emphasis on being vegan, cruelty- and chemical-free formulations.

Pilgrim began as a digital-first brand and has since built a strong omnichannel presence, expanding across online marketplaces and offline retail.

According to its website, Pilgrim serves over 1mn customers every month and has a footprint across 25,000-plus pin codes in India.

Pilgrim raised $23mn in 2025. According to the company, this capital is being used to expand offline retail, strengthen R&D capabilities, and scale the omnichannel business.

In India’s competitive beauty and skincare market, Pilgrim faces strong competition from established D2C players such as Plum, Mamaearth, and MyGlamm.

3. SNITCH

Creating trendy clothing

98.4 of 100

• Founding year: 2018 | HQ: Bengaluru

• Founder: Siddharth Dungarwal

• Key Investors: SWC, IvyCap Ventures and 360 One

SNITCH is a D2C clothing brand that combines trendy with affordable prices. The USP of the company is frequent launches, short production cycle and focusing on in-house design.

SNITCH has built a strong presence on social media, leveraging influencer-led marketing. Its design and product strategy is deeply data- and trend-driven, with collections shaped by real-time insights from social-media platforms, allowing the brand to quickly translate emerging fashion trends into market-ready apparel.

Starting with just one retailer, SNITCH quickly expanded its customer base to include over 100 retailers and large brands across India. Over the years, the start-up garnered a reputation for its manufacturing capabilities and expertise, serving as a trusted partner for 12+ years before the launch of the SNITCH brand.

4. Lahori Zeera

Spice behind the drink

87.6 of 100

• Founding year: 2017 | HQ: Fatehgarh Sahib

• Founders: Saurabh Bhutna, Saurabh Munjal, Nikhil Doda

• Key Investors: Verlinvest, Motilal Oswal

It is rare for a beverage brand to stand out in India’s crowded consumer market, but Lahori Zeera has managed to do just that. The carbonated cumin-flavoured drink-maker has emerged as one of the strongest performers in the D2C space.

The brand positions itself on the promise of using natural ingredients, tapping into a growing demand for authentic, home-grown alternatives.

Lahori Zeera began with modest operations but scaled rapidly, expanding from an early production capacity of around 96,000 bottles per day to manufacturing millions of bottles daily.

By keeping prices affordable, typically in the ₹10–15 range, the company has successfully penetrated Tier-II and Tier-III markets, positioning itself as a strong homegrown challenger to global soft drink giants.

The start-up is rapidly expanding its production capacity through multiple manufacturing plants.

5. Mokobara

Premium but affordable luggage

85.8 of 100

• Founding year: 2019 | HQ: Bengaluru

• Founders: Sangeet Agrawal, Navin Parwal

• Key Investors: Saama Capital, Sauce VC, Alteria Capital

Mokobara has built a strong brand presence in the travel luggage and accessories segment.

It initially started as an online D2C brand but rapidly expanded; the brand is popular among diverse classes because of its options and affordability. After making a robust presence on e-commerce, it has since expanded into offline retail, opening dozens of branded stores across major Indian cities such as Bengaluru, Delhi-NCR, Mumbai, Pune, Chennai, Hyderabad and more.

The company has 43 active competitors, including 12 that are funded. Its top competitors include companies like uppercase, Assembly and EUME.

The brand is now expanding its footprint into Tier-II and Tier-III cities.

Online to Omni

The Covid-19 pandemic made convenience a top priority for consumers. However, buying behaviour has since evolved, with shoppers now striking a balance between online and offline channels. In response, D2C start-ups are adapting to this shift by pursuing omnichannel strategies rather than relying solely on online storefronts

Research and data partner: Ayvole