The cool homegrown fashion and beauty brands to have on your radar

If there’s one thing the Indian fashion and beauty landscape is proving right now, it’s that a new generation of homegrown brands is redefining what our wardrobes look like. From thoughtfully crafted leather bags to quietly sophisticated fashion labels and playful beauty lines, these emerging names are building identities that feel both rooted in culture and refreshingly global.

What sets these brands apart isn’t just their aesthetics; it’s their philosophy. Many of them are consciously produced, detail-driven, and focused on craftsmanship rather than fleeting trends. Whether it’s a handbag designed to age beautifully over time, clothing that balances structure with softness, or beauty products that celebrate self-expression, these labels are shaping a distinctly contemporary Indian narrative. If you’re looking to discover something new—statement bags, modern silhouettes, and beauty essentials with personality—these are the brands worth adding to your radar.

One brand capturing this balance between heritage and modernity is Past Modern. The label was born from a simple observation: while India is home to exceptional craftsmanship, there are relatively few Indian brands that interpret that heritage through a modern, global lens. Past Modern sets out to bridge that gap, creating clothing that honours tradition while feeling entirely contemporary. Drawing inspiration from India’s rich visual language, from textiles to techniques, the brand reimagines cultural references in ways that feel wearable today. Rather than choosing between tradition and progress, its design philosophy brings both together, creating pieces that feel rooted yet forward-looking.

Accessory lovers will also want to keep an eye on Atelier Vedantika, a leather goods label focused on craftsmanship, material exploration, and subtle design details. Each piece is created using full-grain leather sourced from Indian and European tanneries, chosen for its natural character and its ability to age beautifully over time. The brand embraces variations in tone and texture as part of the leather’s individuality, giving every bag a unique story. Produced in limited quantities, the collections are intentionally restrained and designed for women who appreciate fashion that whispers rather than shouts.

Similarly rooted in storytelling is Sirooh, founded by designer Pari Shah Vijoy. At the heart of the brand lies the word “rooh,” meaning soul or spirit in Urdu. The idea is simple yet powerful: when something is designed and crafted, it carries the energy of everyone involved in its creation. Sirooh reflects this sentiment through pieces that blend Indian heritage with the founder’s Italian design education, creating products that feel deeply personal, globally inspired, and crafted with intention.

On the fashion front, Studio Picante offers a refined take on contemporary dressing. The label focuses on clean silhouettes, thoughtful tailoring, and subtle design details that emphasise quiet confidence. Its collections balance softness with structure and tradition with ease, creating garments that feel modern yet timeless. Rather than chasing trends, Studio Picante builds a wardrobe language centred on individuality and understated elegance.

Beauty, too, is seeing an exciting wave of fresh Indian brands. Palli Beauty embraces individuality and experimentation, encouraging wearers to play with makeup in their own way. The brand’s offerings—from lip glazes and liquid lipsticks to nail polishes and blushes—come wrapped in charming, thoughtfully designed packaging. Its philosophy celebrates personal expression: the idea that makeup isn’t about following rules, but rewriting them.

Together, these brands represent a new chapter for Indian fashion and beauty, one defined by thoughtful design, storytelling, and a global perspective. They celebrate craft while pushing creative boundaries, proving that contemporary Indian labels can be both culturally rooted and internationally relevant. Whether you’re looking for a standout bag, a modern wardrobe staple, or beauty products that feel playful yet personal, these are the names quietly shaping the future of the industry—and they deserve a place firmly on your radar.

Image credits: The brands

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