Culture Circle is rapidly becoming a platform to watch in India’s D2C space. They’re working on expanding to 10–12 major cities and plan to move into global markets like Dubai and Europe. Ackshay Jain and Devansh Jain Nawal founded the company, which shows how some of India’s most inventive D2C brands are combining tech, trust, and culture.
Culture Circle started as a college project, with the goal of creating something meaningful. It began as a simple price comparison for sneakers but quickly revealed a big issue for customers: unclear pricing, limited access to global items, and worries about authenticity. Within months, the platform gained traction without paid advertising, so the founders turned it into a full-fledged direct-to-consumer business in India. They started making money in January 2024, and since then, Culture Circle has grown steadily.
Today, Culture Circle uses a mix of online and offline channels. Online makes up about 90% of their revenue, while physical stores contribute around 10%. They have stores in Delhi and Hyderabad and plan to open a large store in Gujarat in January 2026. These stores are important for bigger purchases, which shows that D2C retail and ecommerce can coexist.
Culture Circle plans to expand to 10–12 cities, including Mumbai, Pune, Gujarat, Haryana, Hyderabad, Chennai, and Bengaluru. They’re also planning to launch in Dubai, followed by Europe. These moves show how premium D2C brands in India are looking beyond their home country to become globally relevant.
They’ve also grown by adding more categories. They started with sneakers but now sell clothes, beauty products, fragrances, watches, accessories, stationery, and leather goods. Culture Circle now operates in seven to eight areas, with beauty and fragrance as key areas for the future. By making international products available to Indian consumers, they’re tapping into the changing behavior of D2C consumers in India, especially younger, trend-conscious buyers.
Culture Circle stands out due to its prices, wide selection, and guaranteed authenticity. With over 100,000 genuine items and partnerships with more than 5,000 sellers, they offer a price-match guarantee and work with CheckCheck, an international authentication company, to ensure verification. This focus on trust has become important for D2C brands in the luxury market.
Culture Circle is currently operating at an annual rate of ₹250 crore. They aim for ₹400 crore by March 2026 and want to exceed ₹1,000 crore in domestic annual rate the following year, with the goal of reaching ₹4,000 crore in turnover within three to five years. Social media is critical to this, as their Instagram content helps them operate like a media-first D2C business in India.
As India’s D2C industry increasingly focuses on platforms that enable offline growth for digital brands, Culture Circle is a key player, connecting global supply, clear pricing, and trusted commerce. Their next phase of expansion reinforces their position as one of the D2C startups shaping the future of India’s consumer market.
