The Problem with Aesthetic-First D2C Brands in India

By Rutu Mody-Kamdar

I remember being oddly captivated by a vintage matchbox I stumbled upon at a roadside tea stall. It had an illustration of a tiger on it—bold, slightly faded, utterly charming. There was something so honest about it. It didn’t try to be anything more than what it was. No design gymnastics, no lifestyle promises. Just a matchbox. And yet, it lingered in my memory longer than some beautifully packaged D2C brands I’ve tried lately.

That moment stayed with me, not because I’m against design (far from it, I work in branding), but because it reminded me of a question we don’t ask enough: what really makes a brand unforgettable? The product? Or the story it tells?

The Rise Of The Aesthetic-First Brand

In today’s world, branding often begins not with the product, but with the mood board. We talk in colour palettes, tone of voice, unboxing experiences and Instagram grids. Form doesn’t follow function. It leads.

Especially in India’s flourishing D2C space, we’re seeing an explosion of aesthetic-led brands that know how to speak the language of aspiration. From clean beauty to craft foods to personal care, everything looks beautiful. But the deeper question is: does it work? Does it last?

Product V/S Identity

Let’s step back. What do we really mean when we talk about a product-first brand v/s an aesthetic-first brand?

● Product-first brands begin with solving a problem. They are rooted in R&D, functional superiority, formulation and innovation. Think Amul or Fevicol.

● Aesthetic-first brands begin with identity. They sell an idea, a lifestyle, a feeling. They are mood-driven, culturally fluent and design-forward.

The best brands, of course, manage to do both. But many stop at the veneer.

And when the product doesn’t quite deliver on the promise, the dissonance is hard to ignore. It’s not that people feel cheated, but they don’t feel moved to return.

Why This Happens More In India

There’s a deeper socio-cultural context here. India has always been a country of appearances. Our weddings, our clothes, our homes, they signal aspiration as much as identity. For decades, Indian brands sold affordability, accessibility and function. Now, with a new generation of founders and consumers, there’s a rightful hunger to look world-class. To speak in minimalist fonts and muted tones. It’s a rebellion against the over-functional, over-noisy past. But sometimes, in our effort to look global, we forget to build global.

Why Don’t Indian Brands Make It Big Globally?

It’s a tough question, but one worth asking. India has some of the most brilliant minds in tech, science, and design. We are culturally rich, resourceful and resilient. So why don’t Indian consumer brands feature in the same breath as Apple, Nike or even Patagonia?

One possible reason is that our brands often begin with the story, not the substance. Global brands invest deeply in product excellence first. Apple in hardware and UX, Nike in athletic performance, Dyson in engineering. Identity follows innovation. The outer narrative is powered by an inner engine.

In contrast, many Indian brands find it easier to build a story than a core. The focus tilts toward design, not depth. And that may be holding us back from building brands that endure and travel.

This isn’t criticism, it’s a call to balance. Let’s be clear: aesthetic is not the enemy. In fact, Indian brands have never looked better. We’ve caught up, and in some cases, surpassed the West in design, storytelling and visual sophistication. But the future will belong to brands that don’t just look good on a shelf, but feel essential in people’s lives.

What Does This Mean For Brand Builders?

As someone who spends their life decoding Indian consumers, I’ve seen one thing clearly: people know when something is real. They may be seduced by design, but they return for substance. We can no longer afford to separate the two. Branding isn’t just what it looks like. It’s what it feels like. And that feeling comes from the inside out.

The matchbox didn’t need a brand manifesto. It had a tiger. It did its job. And it stayed with me. As we build India’s next generation of brands, let’s ask ourselves not just what story we’re telling, but what truth we’re standing on. Because in the end, the most beautiful brand identity is the one that’s built on something real.

(The author is the Founder of Jigsaw Brand Consultants)