Many young consumers are preferring to base their buying decisions on brand narratives first and products second, according to new-age brand founders. In the age of sustainability and brand connect, founders of D2C and new-age companies feel their stories convince consumers for repeat purchases, but others feel that it is the product which convinces the consumer because it solves a problem for them.

Jatan Bawa, founder of oral care brand Perfora, believes that people buy into the narrative of a young brand that challenges the status quo, unlike legacy brands whose brand building story is not well-known. He emphasizes the importance of knowing the founder and their story for consumers of young brands.

Deep Bajaj, co-founder of Femtech startup Sirona, believes that people buy brands for the promises they communicate. Startups that can’t advertise at mass scale can share their stories with the new generation of consumers.

Arman Sood, co-founder of Sleepy Owl Coffee, disagrees with the idea that people buy a brand for its stories. He believes that people purchase products because the product solves problems for them. However, he acknowledges that the story and brand become important when there are multiple products to solve a problem.

Bala Sarda, founder and CEO of VAHDAM India, emphasizes the central role of the product itself, especially in an era where consumers are conscious of factors like sourcing, ethics, ingredients, and environmental impact.

The article concludes by highlighting the remarkable transformation of India’s entrepreneurial ecosystem, with over 100,000 startups and 108 unicorns.