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Beyond just “exporting”: Why Nikhil Kamath believes Indian brands are finally beating the west at luxury game

In his X post, Nikhil Kamath challenged the belief that Indian companies are unable to build premium brands that succeed globally.

3 min readNew DelhiJan 19, 2026 05:55 PM IST

Nikhil Kamath highlighted that the Indian brands are increasingly competing on the global stage on their own terms (Image source: @nikhilkamathcio/X)

Zerodha co-founder and podcaster Nikhil Kamath, in his new post, highlighted how Indian brands in foreign markets such as the United States and Dubai are making waves. He added that he hopes home-grown brands will achieve a stronger and more consistent international footprint in the coming years.

Kamath challenged the belief that Indian companies are unable to build premium brands that succeed globally. Highlighting recent achievements, he noted that Subko has launched a flagship store at Dubai’s Alserkal Avenue, SuperYou has begun selling in Dubai, and fashion label 11.11 has entered New York.

He also pointed out that 11.11 even found its way into popular culture, with actor Brad Pitt wearing the brand in a film “without any paid promotion.”

Kamath further mentioned Nappa Dori, which has an international presence close to Subko’s Dubai outlet. While clarifying that he has ‘no association’ with the brand, he said he takes pride in seeing its success abroad.

He added that the Indian brands are increasingly competing on the global stage on their own terms, rather than by copying Western labels. He called this a ‘quiet but meaningful change’ in how ‘Made in India’ is being perceived internationally.

He also said his startup venture platform, Join the Foundry, aims to add momentum to this shift. Kamath goes on to share that the initiative seeks to help build more Indian brands that are ‘premium, artisan-led, culturally rooted and globally relevant,” appealing to international audiences while staying true to their Indian identity.

See the post here:

People said Indians can’t build premium brands that work abroad, well here’s Rahul at Subkos flagship store at Dubai Alserkal, Superyou now sells in Dubai, 11.11 sells in New York and Brad Pitt wears it in a movie (unpaid), Nappa Dori is on the parallel street to Subko in… pic.twitter.com/Xfueq42RhN

— Nikhil Kamath (@nikhilkamathcio) January 19, 2026

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The post quickly gained traction, prompting a range of reactions. “Indian craftsmanship + Global aesthetic = Unstoppable. The world is finally waking up to what ‘Premium Indian’ actually looks like,” a user wrote. “This is important because it breaks a long-held assumption. Indian brands were never short on creativity…… what’s changing is execution, consistency, and confidence to play on a global stage,” another user commented.

“Happy and proud to see Indian brands doing great not just in India but internationally,” a third user reacted.