News · Commerce & Consumer Brands

Shoegr leads Indian D2C niche expansion

By Startup Enthusiast · 29 June 2026

What they do

India's D2C ecosystem moves beyond beauty and fashion into niche categories

Shoegr, co-founded in 2021, offers premium footwear care and lifecycle management

Other niche brands include Ugaoo, Nasher Miles, DailyObjects, Heads Up For Tails, and Phool

An article by Muskan Dengra in Indian Startup Times on 2026-06-29 discusses India's D2C ecosystem.
The initial wave of D2C brands focused on beauty, personal care, fashion, and food.
Next opportunities are emerging in niche categories.
Shoegr is a premium Indian footwear care and lifecycle management brand.
Ugaoo is a plant care and gardening ecosystem.
Nasher Miles is a travel accessories brand for luggage and travel solutions.
DailyObjects makes organisers for workspaces, wardrobes, kitchens, and travel bags.
Heads Up For Tails is a pet wellness brand offering accessories, grooming, nutrition, and lifestyle products.
Phool is a home fragrance brand using temple flower waste for sustainable wellness products.

The article signals a shift from mainstream D2C categories to more specialised niches.
It highlights the growing diversity and maturity of India's D2C startup landscape.
These niche brands cater to specific consumer needs like pet care, plant care, and sustainable fragrances.

Shoegr was co-founded in 2021 by Saurabh Gupta, Anuj A. Sachdeva, and Ankit Roy.
Ugaoo was founded by Siddhant Bhasin.
Nasher Miles was founded by Abhishek Daga, Lokesh Daga, and Shruti Kedia Daga.
DailyObjects is an organisers brand for workspaces, wardrobes, kitchens, and travel bags.
Heads Up For Tails was founded by Rashi Narang.
Phool was founded by Ankit Agarwal.

Product: Extensive range of shoe cleaning, protection, and storage solutions for footwear maintenance
Customers: Consumers seeking quality shoe care products and accessories
How it makes money: D2C brand selling through own e-commerce website and major marketplaces (Amazon, Flipkart, Myntra, Ajio)
What sets it apart: Positioning shoe care as integral to personal grooming regime with affordable and accessible solutions