Next Gen Brands- January 2026
India's next generation of brands is taking shape across a wide spectrum of categories, from physical consumer products and food brands to digital platforms and SaaS-led businesses. What unites them is not the nature of what they sell, but how they are being built. These brands are rooted in sharper problem-solving, modern distribution models, and a clear understanding of changing consumer and enterprise needs in a rapidly evolving market.
BACKBAY
Founder - Samiksha Pednekar & Bhumi Pednekar
Brand Category - Premium Packaged Drinking Water / Hydration Beverage Brand
Co-founded by Bhumi Pednekar & Samiksha Pednekar, BackBay is positioned as a premium hydration brand focused on purity, balance, and everyday wellness. The brand operates in the packaged drinking water category, catering to urban consumers seeking clean, reliable hydration without unnecessary additives. BackBay Waters places emphasis on quality sourcing, minimal processing, and contemporary branding that aligns with modern lifestyle choices. Rather than competing purely on volume, the brand leans into mindful consumption and responsible practices. With its understated design and wellness-forward narrative, BackBay Waters reflects a growing shift toward functional, trust-led beverage brands in India's evolving consumer landscape. - www.backbay.life
WITTELB (Augmatic Technologies Private Limited)
Founder - Surajit Datta
Brand Category - Electronic Product Design & Electronics Manufacturing Services (EMS)
WittelB is a young and dynamic Electronic Product Design, Engineering, and Electronics Manufacturing Services (EMS) company with a state-of-the-art, fully automatic SMT manufacturing facility powered by advanced equipment from leading global brands. As an OEM, WittelB focuses on designing and manufacturing products and modules that enable Industrial Automation and IoT-driven use cases.
By integrating R&D, operations, and electronics manufacturing under one roof, WittelB enables faster go-to-market journeys, supporting customers from concept and prototyping to mass production. The company is built on three core pillars: continuous innovation, faster adoption, and quick deployment-ensuring high-quality, reliable products at competitive pricing.
Located in Vadodara, Gujarat, WittelB benefits from a strategic manufacturing ecosystem while actively contributing to India's growing ESDM landscape, aligning with the nation's vision of "Make in India," "Made in India," and "Make for the World. - www.wittelb.com
TOTS & BUBBLES
Co-Founders - Siya Puri and Kriish Puri
Brand Category - Baby Care
Tots and Bubbles is a homegrown baby care brand, lovingly created by parents, for parents. Made with carefully chosen natural ingredients, the range includes mosquito repellent patches, vapour patches, gentle wet wipes, baby oil, baby wash, baby shampoo, baby lotion, and mosquito repellent spray, each thoughtfully designed for a baby's delicate needs. Free from sulphates, parabens, and synthetic perfumes, every product undergoes rigorous safety and quality testing. At the heart of everything Tots and Bubbles does is a simple promise: gentle, effective care that nurtures and protects your little one, just like a parent would. - www.totsandbubbles.com
ROAS DIGITAL
Founder - Gautham Nagaraj
Brand Category - AI-powered digital marketing and growth agency
ROAS Digital is a Google Partner and a performance-first, AI-powered digital marketing agency with a strong focus on white-label services for agencies globally. Founded by Gautham Nagaraj, ROAS Digital partners closely with marketing and creative agencies across India, the US, MENA, and APAC to act as their extended AdOps and growth team. The company specializes in paid media, analytics, SEO, CRO, and scalable execution frameworks, helping agencies deliver measurable ROI to their clients without expanding internal teams. ROAS Digital combines strategic clarity, deep platform expertise, and data-driven execution to power sustainable growth. - www.roas.in
ESSAY-B (Redtip Global Foods LLP)
Co-Founders - Dipen Pandya, Tejas Patel, Priyank Shah
Brand Category - Cloud Kitchen-Led Quick Service Restaurant (QSR)
Redtip Global Foods LLP is a new-age food company focused on creating flavorful, high-quality, and better-for-you food experiences without compromising on taste. Founded by food technologists with experience across leading FMCG companies, the company blends strong technical expertise with premium ingredients and contemporary flavor innovation. Its flagship cloud kitchen brand, ESSAY-B, launching soon, features no-mess sourdough burgers, wholesome bowls, and refreshing beverages, reimagining comfort food through a modern, Gen-Z-friendly lens. Starting from Ahmedabad, the company aims to build ESSAY-B as a trusted local brand with a clear national and global scale-up roadmap. "Our focus is on building better-for-you comfort food that delivers consistency, trust, and taste at scale," said the founders. - www.essaybofficial.com
INFINITE FOOD SOLUTIONS PVT LTD
Founder - Tejas Patel
Brand Category - Food Technology-Led Ingredients & Solutions | B2B Food Solutions
Infinite Food Solutions Pvt. Ltd. is a leading F&B service provider offering smart, scalable, and natural food solutions to HoReCa, B2B, and B2C businesses across India. Founded by a qualified food technologist with over 15 years of industry experience, the company combines scientific expertise with culinary excellence. Its portfolio of premium premixes and ready-to-eat solutions spans bakery, beverages, snacks, and gourmet categories. Supported by robust in-house R&D and advanced manufacturing capabilities, Infinite Food Solutions delivers consistent quality, operational efficiency, and clean-label products. Founder Tejas Patel states, "I only offer what I would happily consume myself," reflecting the company's commitment to trust and excellence in modern food solutions. - www. in.linkedin.com/company/infinite-food-solutions-pvt-ltd
PROTEIN BOX
Founder - Utpal J Ghosh
Brand Category - Healthy Ready-to-Eat Meals
Protein Box is a ready-to-eat, freshly prepared healthy meal brand committed to delivering nutritious, real food for modern lifestyles. Serving doctors, corporates, athletes, and health-conscious individuals, we focus on clean eating without compromising on taste. In a market dominated by junk food and processed meals, Protein Box is on a mission to bridge India's growing protein and nutrition gap through thoughtfully curated, balanced meals made from quality ingredients. Protein Box is serving Hi-Protein healthy meals across three cities - Goa, Pune and Nagpur - aiming to expand PAN India. Their vision is to become a trusted one-stop solution for healthy, convenient food that supports fitness, recovery, immunity, and long-term wellness making healthy eating simple, accessible, and sustainable for everyone. - www.protein-box.com
GO GRUB
Co-Founders - Priyanka Goel & Abhinav Madan
Brand Category - Better-For-You Healthy Snacks
Go Grub, a mass premium and smart snacking brand, aims to make better products easily accessible and affordable to a large audience. They want to make eating better a part of consumers' everyday life. Go Grub wants to help consumers upgrade their everyday snacking with good quality ingredients, flavorful options at mass premium prices. Their range of cookies, nut mixes and energy bars help everyday snacking to be better. Eating better should not be reserved for a select few ( price wise) and should not only for a limited time ( fad diets). Selling products across demographics they are heartened to see how across all age groups and geographies, consumers are happy to make small tweaks in their everyday eating habits . Go Grub promotes the philosophy of small consistent upgrades in life which yield meaningful results. - www.gogrub.in
OLRICE
Co-Founders - SANJAY SINGH SALORA, BISWANI KUMAR SOLANKI, AMIT POONIA
Brand Category - Skincare | Personal Care
Olrice is pioneering the future of "skin intelligence" with its AI-powered analyzer that delivers hyper-personalized skincare routines. By leveraging convolutional neural networks to assess 20+ biomarkers, Olrice eliminates trial-and-error and adapts recommendations to lifestyle, seasonal, and regional variations. With flagship stores, salon collaborations, and a digital marketplace, the brand is building a hybrid online-offline model that captures India's booming $101B skincare market. Positioned to serve 500M+ young consumers craving tech-personalization, Olrice is not just a product company - it's creating a data-driven revolution in skincare personalization. - www.olrice.com
India's next generation of brands reflects the growing depth and diversity of its entrepreneurial ecosystem. Across physical products, food and beverage, SaaS platforms, and digitally enabled services, these businesses are being shaped by a deeper focus on real-world problem-solving and evolving consumer and enterprise expectations. They are leveraging technology, design, data, and distribution in ways that allow them to scale thoughtfully while staying close to their core purpose. More importantly, these brands signal a shift in how brand-building itself is being approached, moving away from short-term visibility toward sustained value creation. Together, they offer a glimpse into how India's future market leaders are being built, category by category, with intent, resilience, and long-term relevance.
