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 Shet

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