Estimated to be over 10,000-plus, India’s direct-to-consumer (D2C) brands, across the smallest of categories, have gradually paved their way into the daily life of a consumer. From fashion to home products and from food to wellness, D2C startups today have the potential to disrupt most of the consumer-focused industries. Although at a very nascent stage, there is an urgent need for a credible platform for startups in India’s burgeoning D2C ecosystem to showcase their efforts. YourStory is proudly launching “500 Challenger Brands”, with an aim to discover, showcase, and amplify high-potential emerging D2C brands.