Deciphering Emerging Market Trends

Some of the biggest opportunities in food may not lie in creating something entirely new, but in rethinking what millions of people already eat every day. That is the idea behind Nook Pantry, founded by Sudheera Polavarupu and Rukmini Vaidya. The brand is looking at familiar Indian staples through a different lens, focusing on nutrition, ingredient functionality and how everyday foods can be improved without asking consumers to change the way they cook or eat.In this edition of The Untapped 30, Sudheera and Rukmini talk about why they chose to

What if the next on-demand category isn’t about bringing something to you — but sending someone to help you? That is the idea behind CarryMen, the startup co-founded by Kanishka Malhotra after an everyday experience in Delhi’s Lajpat Nagar highlighted a simple but recurring problem: managing children, shopping bags and a crowded market at the same time. What began as a solution for hands-free shopping has since developed into a broader proposition. CarryMen is building an on-demand Human Assistance Platform, where customers can access trusted assistance for shopping, hospital visits,

India’s pet care market is entering a new phase. What was once largely a market centred around basic pet ownership is increasingly being shaped by consumers who see pets as members of the family — influencing how they think about nutrition, healthcare, convenience, sustainability and spending. This shift is particularly visible among younger urban consumers and double-income households, where premium pet food, preventative wellness, subscriptions and technology-enabled services are beginning to resemble trends already seen across the human wellness industry. For this edition of The Untapped 30, we spoke with