India’s homegrown brands are redefining excellence, reminding us that quality is not a matter of geography, it is a matter of vision.

For decades, the perception lingered that “homegrown” equated to compromise, whether in quality, design, or aspiration. Yet, the new wave of Indian creators and brands are dismantling this notion, proving that local roots and global appeal can not only coexist but thrive together.

Quality is About Intent, Not Geography

“People have thought for a long time that homegrown means giving up on quality or style. But in actual life, the opposite is often true,” says Jinita Sheth, founder, Label JENN. She explains that building something from the ground up allows for a deeper connection with the process. From materials and craftsmanship to detail-oriented oversight, the degree of involvement is far more intense than what’s possible in large-scale outsourcing or fractured supply chains.

For Sheth, quality isn’t about where a brand originates, it’s about intent, expertise, and consistency. Independent Indian labels are now showing that locally sourced, carefully crafted products can hold their own against global names. Being homegrown also introduces agility: the ability to respond to customer input quickly, test new design ideas, and maintain strict quality control at every step.

Rewriting the Narrative of Premium and Homegrown

Echoing this sentiment from a different vantage point, Smita Joshi, Vice President, Nesterra (A Sutlej Brand, K K Birla Group), observes that the old belief that premium quality and refined style belong only to international brands no longer applies. “Today’s Indian brands are rewriting this narrative by blending rich heritage with contemporary innovation to meet global standards,” she notes.

At Nesterra, this approach translates into home furnishings that combine the legacy of textile craftsmanship with modern design sensibilities. Joshi emphasizes that their design philosophy is built on individuality, “We craft products that are not only beautiful but also reflect the diverse tastes, cultures, and stories of consumers.”

Homegrown as a Driver of Innovation

For Sheth, homegrown brands also offer something global labels often lack authenticity drawn from culture, layered with modern experimentation. “International brands are no longer the only ones who can set trends. Homegrown creators bring authenticity and new ideas by drawing from their own culture and mixing it with global styles and their own data analysis with a whole new market approach. This mix makes products that feel unique and individualized instead of generic,” she says.

Sustainability and Responsibility at the Core

Joshi points out that quality today is also defined by responsibility. “Quality is the backbone of every product we create. We invest significantly in sourcing superior materials and employing sustainable practices that protect both the environment and the integrity of our designs,” she explains.

With advanced finishing techniques, rigorous quality checks, and innovative eco-friendly processes, Nesterra seeks to prove that Indian expertise can create premium, durable, and responsible products—home décor that resonates not just within India, but also globally.

Beyond Compromise: A Celebration of Creativity and Craft

Both Sheth and Joshi converge on one point: choosing homegrown is not about settling—it’s about elevating. For Sheth, it is “valuing creativity, responsibility, and workmanship that is based on ideals.” For Joshi, it is about demonstrating that India’s rich heritage, craftsmanship, and consumer insight can deliver uncompromised quality with distinctive style.

As the boundaries between global and local continue to blur, India’s homegrown brands are redefining excellence, reminding us that quality is not a matter of geography, it is a matter of vision.