Where rising incomes meet rising expectations, we back the businesses redefining how India buys, lives, and experiences.
Our Vision for Consumer
India is in the middle of a once-in-a-generation consumption shift: incomes are crossing the thresholds where spending turns discretionary, and a new consumer is buying better across every category. We back the founders building for that moment.
Back founders early
Often among the first institutional cheques in a consumer business, well before the outcome is obvious.
Fund the upgrade economy
As incomes rise, we back "better, not more" across India's everyday categories.
Build for Bharat
Tier 2/3 India is now the fastest-growing engine of consumption, not an afterthought.
Scale beyond capital
Mentor networks, distribution access, and hands-on operating support to take brands from wedge to scale.
Industry Highlights
India is on track to become one of the world's largest consumer markets, powered by rising incomes, a young median age, deepening digital adoption, and a decisive shift from unbranded to branded, organised consumption.
The Consumer Hypothesis
We view the consumer opportunity through four business-model engines.
Consumer Brands & Products
Branded products built for India's upgrade economy, across beauty & personal care, health & nutrition, packaged food & beverage, pet care, fashion, and the home.
Consumer Services & Experiences
The services and experiences Indians increasingly pay for: travel & hospitality, education & learning, wellness & fitness, out-of-home dining, weddings & events, and on-demand home services.
Consumer Commerce & Platforms
The rails powering the next wave of transactions: seller and provider infrastructure, creator and vernacular commerce, and vertical marketplaces in high-trust categories.
Consumer Digital Experiences
Digital products people engage with every day: content & OTT, gaming, creator platforms, and AI-native consumer applications.
How Consumer is Shaping the Market
Premiumisation of the everyday
"Better-for-you" winning across personal care, food, and the home.
Health as identity
Nutrition and wellness reframed from treatment to daily lifestyle.
The experience economy
Travel, live events, and dining out as discretionary wallets expand.
Bharat comes online
Tier 2/3 India moving up the value chain, now driving most incremental growth.
The creator-led demand channel
Vernacular creators and community discovery reshaping how India finds products.
AI in the consumer's hands
Personalised advisory, coaching, and assistants where AI is the product itself.
Start your journey with us today!
