India’s emerging consumers—both Gen Z and millennials—demand more, better, and faster. To serve their needs, a new breed of consumer brands has emerged. We define them as “insurgent consumer brands.” These brands operate with a sense of insurgency and are on track to capture an outsized share of growth in consumption. These brands have a clear sense of purpose and are winning the hearts of underserved customers in India.

In this webinar, Navneet Chahal, a partner with Bain’s Consumer Products, Retail, and Customer practices, and Hariharan Premkumar, managing director at DSG Consumer Partners, discuss the playbook for insurgent brands to grow in a capital-efficient and profitable manner, while highlighting the emerging consumer themes and archetypes that insurgents can tap early to drive disproportionate growth.