Every decade, a fresh protagonist emerges in the Indian consumer narrative. In the 1990s, it was foreign brands; then came the 2000s with the rise of supermarkets. The previous decade witnessed the dominance of large e-commerce marketplaces, and now, in the post-pandemic era, the spotlight shines on direct-to-consumer (D2C) brands.

These new-age trendsetters have transformed the online shopping experience in India, tailoring choices for the country's massive online consumer base of 200 million people, the third-largest in the world after China and the United States.

Amidst the pandemic surge, these online-first brands have reshaped fashion preferences, beauty regimens, skincare routines, and even snacking habits. In a relatively short span, India has witnessed the rapid ascent of more than 800 D2C brands, amassing a combined revenue of approximately $12 billion. This figure is projected to quintuple over the next five years, reaching a staggering $60 billion in market size, according to the Confederation of Indian Industry (CII).

As market expansion often involves venturing into uncharted territories, the D2C trend in India is no exception. From home solutions to pet care, from smart sleep products to community-driven brands, and from plant-based foods to sustainable living options, India's D2C e-commerce narrative continues to conquer new horizons, captivating the imagination of consumers.

To unravel the growth story of India's D2C market, CNBC-TV18 spoke to Sukhleen Aneja, CEO of Good Brands (Good Glamm Group); Chaitanya Ramalingegowda, Co-Founder of Wakefit; and Shashank Sinha, CEO of Drools Pet Food.

Watch accompanying video for entire discussion.