Bengaluru, Dec. 30 -- Indian consumer branding is undergoing a quiet transformation, as companies adopt culturally familiar brand personas rather than Westernised ones to win shoppers.

A new generation of homegrown labels, such as Nicobar, Gully Labs, and Vahdam Teas, is keeping Indian aesthetics, local languages, regional stories, and indigenous craftsmanship at the forefront of their products and communication. From design motifs inspired by traditional art to campaigns rooted in everyday Indian experiences, these firms are tapping into the growing consumer appetite for authenticity and cultural relevance.

New Delhi-based Gully Labs, which sells modern sneakers for men and women, curates all its products with local artisans and derive...