EUME, the Mumbai travel and lifestyle brand, is moving to become a modern lifestyle brand by bringing on actor Ishaan Khatter as its brand ambassador. This move fits with the changing direct-to-consumer scene in India, where brands are moving from just focusing on one type of product to telling full lifestyle stories. This helps EUME change from a travel accessories brand to a design-focused lifestyle brand. This partnership is seen as important in the D2C world in India, as the focus shifts to storytelling, building brands people aspire to, and creating great product experiences.
Naina Parekh, who started EUME, has grown it into a local lifestyle brand that appeals to consumers in India who are always on the go and want products made for movement, expression, and identity. Parekh explained that they chose this partnership because they’ve always thought EUME is more than just travel accessories—it’s a lifestyle. They saw Ishaan as a natural fit because he’s energetic, stylish, and connected to his work and culture. His personality connects with the people they design for, who want products that are useful but still let them express themselves.
Bringing on Khatter is more than just a celebrity endorsement. It shows a turning point in the Indian D2C landscape, where brands are using celebrity-backed D2C start-ups and influencer partnerships to create brand loyalty and encourage purchases. The campaign shows Khatter as the face of EUME’s whole product line and will support the brand’s plans to grow into new lifestyle areas.
Khatter is more than just a famous face. He helped with styling, creative ideas, and the story, which shows how celebrity and brand collaborations are changing in India’s D2C industry. Khatter said that EUME represents a way of thinking that he really agrees with—smart, aware, and stylish. He feels their products are for people who are always moving but don’t want to miss out on comfort or being themselves.
The new campaign has a Tech x Design look with clean lines, modern architecture, and lighting, showing the brand’s move to a high-end lifestyle space. With its new #MakingMoves positioning, EUME wants to show its craftsmanship, flexibility, and design focused on movement. This fits with new D2C consumer trends in India, where good looks and useful innovation drive buying choices.
This change shows wider D2C market trends, with brands moving from just selling products to building emotional connections. With more omnichannel D2C models, EUME can take advantage of both online and in-person experiences. As India’s D2C business grows, these brand moves how local brands are moving towards global designs while staying relevant to their culture.
By working with Khatter, who is young, urban, and culturally aware, EUME strengthens its place in the lifestyle movement and aims to grow beyond its current product categories. With the right design, innovation, and identity, EUME is in a good place to grow more quickly, draw investors, and become one of India’s fastest-growing D2C brands.
As celebrity-led brand changes become more common, EUME’s partnership is a model for future brands that want to shake things up, where storytelling, lifestyle, and brand purpose create lasting value.
