Written by, May 6 -- Suvitti Khurana, Moitrayee Das

Founder-led brands have mastered the art of being liked. Converting that into sales is a different story entirely.

From Nishorama to Nish Hair, founder-led brands have taken over our Instagram feeds and influenced how we think about buying things. Content is no longer promotional but personal. We see reels where founders highlight their struggles and show behind-the-scenes of how a product is made. We stop being an audience and start feeling like we know the person behind the brand. However, there is a question worth asking: Does any of this make us open our wallets?

India is in the middle of a D2C revolution. The Indian D2C sector is projected to reach $100 billion, powered by a digi...