Competitor 01: Nakhra
Positioning: Playful and spicy. This brand doesn’t take itself too seriously but takes community seriously. Desi humor meets digital feminism.
Target Audience: South Asian creatives, college kids, and the soft-core activist types. The kind of girls who share memes and chai recs in the same breath.
Pricing: Affordable and accessible, even to students. Their merch is made to be gifted, repped, and memed.
Competitor 02: House of Masaba
- Positioning: Luxe meets legacy. Masaba taps into her cultural roots while keeping things bold and modern. This is heritage reimagined, not heritage archived.
- Target Audience: Affluent Millennials and Gen Z with a love for fashion, identity, and mixing old-school elegance with Insta-aesthetics.
- Pricing: High. Definitely investment pieces. You don’t “buy” Masaba—you collect her.
Competitor 03: Brown Girl Therapy
- Positioning: Emotional, empowering, and healing. They lead with vulnerability and make therapy and inner work trendy but timeless.
- Target Audience: 1.5 or 2nd-gen South Asian women navigating cultural guilt, identity shifts, and mental health in silence.
- Pricing: Free content is the heart, but their workshops and merch are mid-range—affordable but valuable.
Competitor 04: Kulfi Beauty
Positioning: Beauty, but make it ours. No more beige in the name of “universal.” They create shades for us, by us, centering brown tones unapologetically.
Target Audience: Brown girls tired of mixing three concealers. Gen Z and Millennial South Asians who grew up seeing everyone but themselves on shelves.
Pricing: Mid-tier. Accessible enough for Sephora shoppers, luxe enough to feel like a treat.
Boss Beti Hot Take:
What makes a Desi brand stand out isn’t just “Desi aesthetics”—it’s emotional accuracy. The ones killing it know how to blend identity, accessibility, and voice. They aren’t selling products. They’re selling healing, visibility, and vibe. And that’s where we come in.
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