BTWOF 2025: 5 Brands from the List that are Disrupting Their Industries with Purpose

Every year, Local Samosa curates Brands To Watch Out For — a celebration of India’s most innovative, impactful, and homegrown brands reshaping industries with fresh ideas and fearless passion. As we look ahead to BTWOF 2026, we’re spotlighting five remarkable names from the 2025 list that continue to make waves: Isak Fragrances, Chai Sutta Bar, CHUK, Plush, and Farmley. From redefining perfumery traditions and eco-friendly packaging to revolutionising feminine care and healthy snacking, these brands are not only making a mark in India but are also setting global benchmarks.

Isak Fragrances

Isak Fragrances, a Lucknow-based luxury perfume house, is redefining India’s olfactory landscape by blending artisanal craftsmanship with contemporary sensibilities. At a time when the Indian fragrance market is projected to reach approximately $3.3 billion in 2025—growing at a CAGR of 5.4% from 2019 to 2025—Isak stands out for its commitment to “slow perfumery.” The brand revives age-old attar-making traditions of Uttar Pradesh while appealing to modern consumers with gender-neutral, sustainable, and handcrafted scents. As India witnesses a surge in demand for both traditional and luxury perfumes, Isak’s locally made yet globally appealing creations perfectly embody this fusion of heritage and innovation.

The company’s rise mirrors larger market shifts, with consumer preferences leaning towards natural, vegan, and ethically sourced fragrances. Reports indicate that the perfume segment alone could expand by $2.19 billion between 2024 and 2029, growing at a remarkable 17.9% CAGR, fuelled by increased disposable incomes and an expanding middle class. Isak leverages these trends by offering high-quality, bespoke perfumes made without mass production, encouraging consumers to reconnect with the art and story behind every scent.

With e-commerce and government initiatives like ‘Make in India’ supporting homegrown luxury brands, Isak Fragrances is carving a strong niche in both domestic and international markets. Its success is not merely about scent—it’s about storytelling, sustainability, and preserving India’s perfumery heritage. In an increasingly competitive industry, Isak’s focus on authenticity and craftsmanship positions it as one of the standout brands making waves in India’s rapidly evolving fragrance market.

Chai Sutta Bar

Since its inception in 2016, Chai Sutta Bar (CSB) has brewed not just tea but a cultural movement that blends tradition, community, and entrepreneurship. Founded by Anubhav Dubey and Anand Nayak, and later joined by Rahul Patidar, this Madhya Pradesh-born brand has grown from a single outlet in Indore to over 600 outlets across 370+ cities in India and 3 international locations, including Dubai, Nepal, and Abu Dhabi. As India’s café and tea culture continues to expand—driven by the country’s $12 billion café and beverage market (projected to grow at 12–15% CAGR through 2028)—Chai Sutta Bar has positioned itself as a youth-centric, pocket-friendly alternative to international coffee chains, all while staying rooted in Indian tradition through its signature kulhad chai.

What sets Chai Sutta Bar apart is its unique approach to sustainability and social impact. The brand serves its tea exclusively in eco-friendly clay cups (kulhads), helping replace millions of plastic and paper cups annually and supporting the livelihood of over 500 potter families across India. Furthermore, CSB’s mission extends beyond business—it has provided employment opportunities to orphans and underprivileged youth, reflecting its ethos of inclusivity and compassion. This focus on sustainable growth and community welfare resonates strongly with India’s Gen Z and millennial consumers, who are increasingly seeking purpose-driven brands.

In recent years, CSB has accelerated its global expansion strategy, bringing India’s chai culture to international markets and aiming to make kulhad chai a global symbol of warmth and connection. With an impressive year-on-year growth rate exceeding 35% and consistent innovations in its quick-service model, the brand is on track to become one of the world’s leading tea chains. Chai Sutta Bar isn’t just serving tea—it’s serving an experience that combines Indian nostalgia, sustainability, and youthful energy, making it one of the most inspiring brands making waves in the beverage industry today.

CHUK

The Indian eco-friendly packaging scene is being powerfully shaped by CHUK, a brand of Pakka Limited (formerly Yash Pakka) that produces compostable tableware made from sugarcane bagasse. Launched in 2017, CHUK is the world’s only “pulp-to-product” brand, controlling the entire value chain from agricultural residue to finished disposables. Using sugarcane waste that would otherwise be burned, CHUK’s manufacturing unit in Ayodhya has expanded production from around 10 tonnes per day in FY 2020–21 to 14 tonnes per day in FY 2021–22 — a 40% increase in output within a single year.

CHUK’s compostable products are designed for everyday practicality — they are microwaveable, oven-safe, freezer-safe, oil-resistant, and leak-proof — making them ideal for quick-service restaurants, delivery services, and large-scale events. The brand’s operations now include production lines with a tableware capacity of 18 tonnes per day and raw material pulp capacity of 130 tonnes per day. Having secured major partnerships and institutional contracts, CHUK has also become a preferred supplier for large events and hospitality businesses that prioritise sustainability and performance.

With the global biodegradable tableware market projected to grow from USD 16.2 billion in 2024 to USD 24.7 billion by 2030, CHUK is perfectly positioned to lead the shift towards sustainable packaging. Domestically, the brand has been making waves through initiatives like supplying eco-friendly tableware for the Maha Kumbh Mela 2025 in Prayagraj — a contract valued at over Rs. 1.75 crore. By turning agricultural waste into high-quality, compostable packaging, CHUK is not just offering a greener alternative but is redefining how India and the world approach single-use products. Its innovative model, rapid growth, and strong environmental ethos make it one of the most promising brands driving change in the sustainable packaging industry.

Plush

Founded in 2018, Plush has emerged as one of India’s fastest-growing women’s wellness brands, reshaping the feminine hygiene industry with its clean, sustainable, and body-safe products. What began as a Chennai-based period care startup has now evolved into a holistic wellness brand spanning period care, body hygiene, intimate wellness, and skincare. Plush’s philosophy centres on empowering women through safe, toxin-free products that prioritise comfort and sustainability. Its expansion reflects a major opportunity within India’s feminine hygiene sector, which is expected to reach USD 1.3 billion by 2028, growing at a CAGR of nearly 6.8%. Despite this growth, menstrual hygiene penetration in India remains below 30%, underscoring the critical role brands like Plush play in normalising conversations around menstrual and body wellness.

Plush’s eco-conscious approach sets it apart in an industry dominated by synthetic and plastic-heavy products. Their 100% US-cotton sanitary pads and cruelty-free formulations address both comfort and environmental responsibility, resonating with a new generation of conscious consumers. As India’s period care market becomes increasingly competitive — with global players like Whisper and Stayfree competing against agile homegrown brands — Plush’s focus on inclusivity, transparency, and clean ingredients has earned it strong loyalty among urban and semi-urban women alike. The brand’s digital-first strategy and customer-centric campaigns have also helped it engage directly with over a million women nationwide, driving awareness and accessibility across e-commerce and offline retail channels.

In line with its mission — “Your Wellness, Our Mission” — Plush continues to challenge the norms surrounding feminine and self-care. Its product innovation, sustainable practices, and empathetic storytelling position it not just as a brand but as a movement for women’s wellness and empowerment. By bridging the gap between quality, comfort, and conscience, Plush is making waves in India’s wellness landscape, paving the way for a more open and sustainable approach to women’s health and hygiene.

Farmley

Farmley, founded in 2017, has rapidly risen as one of India’s most exciting homegrown brands transforming the way consumers perceive dry fruits and nuts. By reimagining traditional pantry staples into innovative, flavourful, and health-forward snacks, the brand is tapping into India’s booming healthy snacking market, which is projected to reach USD 10 billion by 2026, growing at a CAGR of 15–20%. With offerings such as Roasted Peri Peri Makhanas, Thai Chilli Cashews, and Date Bites, Farmley combines nutrition with indulgence — an approach that resonates strongly with India’s growing base of health-conscious millennials and Gen Z consumers. Endorsed by cricket legend Rahul Dravid, the brand has successfully positioned itself as a trusted name in clean-label, better-for-you snacking.

At a time when over 60% of Indian consumers are actively seeking healthier packaged foods, Farmley’s meticulous farm-to-snack sourcing model gives it a significant edge. By working directly with farmers, ensuring complete traceability, and maintaining in-house processing facilities, the company eliminates middlemen and guarantees freshness and quality. This transparent approach has helped it win consumer trust in an era of heightened label awareness, fuelled further by initiatives like “Label Padhega India” — which advocate for clarity and honesty in food labelling. Moreover, Farmley’s success is reflective of a larger shift in India’s $1 trillion food market, where the demand for nutritious and clean snacks is outpacing traditional categories such as fried or sugar-heavy products.

What truly sets Farmley apart is its balance of innovation, taste, and purpose. Beyond snacking, the brand contributes to rural empowerment by providing steady income to thousands of farmers and supporting sustainable agricultural practices. With quick-commerce platforms and digital retail boosting accessibility, Farmley has witnessed remarkable revenue growth — mirroring the wider trend of health-focused D2C food brands achieving double-digit growth across India. As consumers continue to make conscious food choices, Farmley stands out as a pioneer, crafting a new narrative for guilt-free indulgence and redefining the future of healthy snacking in India.

From sustainability to innovation, these five brands embody the entrepreneurial energy driving India forward. As we gear up for BTWOF 2026, we’re on the lookout for the next wave of changemakers who are pushing boundaries and shaping industries.