For Swati Jindal, a 25-year-old entrepreneur, buying these products "adds some spunk to an otherwise serious, disguised as 'elegant and classy' home living solution, controlled by our parents."
Stores like Happily Unmarried, Chumbak, Play Clan and Gifts of Love have been satiating the sometimes bizarre, sometimes wacky tastes of such youngsters, through their brick-and-mortar stores, franchises and even through their web portals.
Vivek Prabhakar and his wife Shubhra wanted to bring stuff which "truly represented the India that you and I see today". Now their brand offers products which are "full of colour, remind you of India and make you smile".