Be honest – how many times have you tried a random drink, skincare hack, or fashion trend just because you saw it on your feed? From whipped coffee to matcha lattes to “clean girl” skincare routines, the West has been setting trends online forever. But here’s the twist: Indian creators aren’t just following anymore. They’re picking up what’s hot globally, giving it a desi spin, and turning it into full-blown businesses.
And honestly? They’re killing it.
From Scroll to Shelf
Let’s start with Mrunal Panchal (aka Mrunu). She didn’t just stop at makeup tutorials – she went ahead and co-founded Mrucha Beauty with Anirudh Sharma. Think chic packaging, skincare ingredients you’ve seen blow up abroad, and products that scream “Instagram aesthetic.” But unlike those crazy-expensive Western brands, Mrucha is built for the Indian Gen Z wallet. Affordable, cute, and backed by someone people actually trust.
That’s the blueprint: see a trend → adapt it → make it ours.
Matcha, Kombucha & More-’Chas
Take matcha for example. While TikTokers in the U.S. were sipping on green lattes and talking about “clean energy,” Indian creators jumped in to give it a spin. Suddenly, matcha wasn’t just a fancy foreign drink – it became part of glow-up culture, productivity hacks, and the “that girl” lifestyle Indians wanted to tap into.
It’s not just matcha. Coffee culture blew up in India too – thanks to Starbucks vibes, Pinterest cafés, and yes, creators. Some even launched their own coffee brands, tweaking blends to match Indian taste buds (stronger, bolder, less sugary). Others went the kombucha route, packaging it as a gut-health, Instagrammable alternative to soda.
Basically, if the West is sipping it, chances are someone here is making it desi-friendly.
Why Creators Make the Best Brand Founders
Here’s the thing – when Kylie Jenner launches a skincare line, it feels aspirational. But when your favourite creator does it? It feels personal. You’ve watched them get ready, rant about acne, or vlog their morning coffee run. So when they say “this is my brand,” you believe them.
Creators also have an unfair advantage:
• They know what’s trending (they literally live on the internet).
• They know what their audience wants (community > customers).
• They don’t need billboards (their feed is the billboard).
And the best part? They’re not afraid to make things cute, meme-worthy, and pocket-friendly.
Copy? Nope. Adapt? Always.
This isn’t about blindly copying the West. It’s about remixing. Western beauty brands will sell you a $50 serum, but Indian creators know you want the same vibe at ₹499. Starbucks made frappuccinos a lifestyle flex, but creators built indie coffee that tastes stronger and costs less.
It’s the same story with skincare, food, even fashion collabs. The West sets the stage, but Indian creators remix it for our palate, our culture, and our Instagram feeds.
What’s Next?
Honestly, the playbook works for almost anything. Don’t be surprised if in the next few years you see creator-led:
• Sparkling water brands
• Protein coffee
• Minimalist perfumes
• Even quirky home décor
Because let’s face it – likes and views are fun, but building something you can actually sip, swipe, or wear? That’s iconic.
From Mrucha to matcha to mithai (yes, even sweets got a creator glow-up), Indian influencers are proving that the West might set the trend, but we know how to make it our own.
And one thing’s for sure – the next iconic Indian brands? They’ll probably be built by people who started with a ring light and a reel. ✨
