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Audits

How Benne built a Rs 350 crore brand story from a 12-seater dosa café in Bandra by picking one product, doing it obsessively well, and letting the queues tell the rest of the story.

How Bummer built the first genuine personality in Indian innerwear, survived Ashneer Grover's "doglapan" moment on national television, and still has the most important question in front of it: how does a brand this loved become a business this large?

How Nicobar built India's most disciplined lifestyle brand by refusing to raise capital, discount, or borrow a design language from anywhere else, and why it has become the quiet reference point for an entire generation of Indian founders.

How Moxie Beauty told Indian women with curly and wavy hair something the global haircare industry had never bothered to say: it was never your hair, it was always the product.

How Forest Essentials turned ancient Indian Ayurveda into a Rs 585 crore global luxury brand, and why the full Estée Lauder acquisition announced in March 2026 is the most consequential moment in its 25-year history.

How Sleepy Cat built India's most coherent sleep brand by doing the one thing its better-funded rivals forgot: staying obsessively focused on sleep, and nothing else.