Building India's next generation
of consumer brands
Indian households deserve brands they can trust without a second thought. We build them, launch them, and grow them: starting in home essentials, and expanding into fashion, wellness, and beauty.
One company, many brands
Our Story
SoIn Brands was founded in 2024 by three co-founders with backgrounds in manufacturing and direct-to-consumer commerce. Between them, they'd learned the same lesson twice over: a small brand doesn't need much to grow. It needs the little it does need to be used well. Share the sourcing, the operations, and the infrastructure across several brands instead of building each one from zero, and growth stops being a scramble. That's the company we set out to build.
The timing mattered too. Online marketplaces in India had started losing their credibility. Anyone with a GST number could open a storefront with no real vetting behind it, and scams, manipulated prices, and doctored photos were becoming routine instead of rare. Transparency and accountability had become optional, and too often, they were simply absent.
A refund can return someone's money. It can't return their time, or undo the disappointment. We wanted our customers to never face that: to know that whatever they ordered from SoIn would be exactly what they expected, every single time. We're entering people's homes. That deserves to feel safe, and worth it.
Our Vision
To become India's most trusted house of consumer brands: the company people think of first when they imagine what a modern, honest, well-curated Indian brand looks like.
Our Mission
We build brands that earn trust through transparency, product excellence, and direct relationships with our customers, not through advertising noise or inflated pricing.
How We're Different
Our Values
Trust First
We never sell what we wouldn't use ourselves. Every product is tested before it reaches a customer.
Radical Transparency
Honest pricing, honest reviews, and honest communication with customers, partners, and each other.
Speed With Discipline
We move fast, but every brand follows a disciplined process before it gets funded and launched.
Curation Over Volume
We would rather sell ten excellent products than a thousand mediocre ones.
Builders, Not Managers
We hire people who want to build from scratch, not maintain what's already built.
Leadership Team
Jattn Khurana
Leads new brand development and partnerships, and owns everything operational outside the company, from supply and distribution to the relationships that keep them running. He's the first point of contact for anyone partnering with SoIn.
Camila Gapski
Leads business strategy and growth, marketing, brand strategy, creative direction, and product. She sets the direction for where SoIn and every brand in the portfolio is headed, and shapes how each one looks, feels, and grows.
Sugam Khurana
Leads every finance and economic decision across the portfolio, from unit economics to how each brand gets funded, and runs the company's day-to-day internal operations. He's the discipline behind the growth, making sure ambition never outpaces the numbers.
The categories we're building in
Every SoIn brand serves a distinct need, but each one is held to the same standard: real curation, honest pricing, and a direct relationship with the customer.
Home Essentials
Everyday products for the Indian home, sourced and tested against our own standards and sold directly, without a middleman markup.
Fashion
Design-led pieces built for how people actually live and work, made with a quality that holds up well beyond a season.
Wellness
Less a category than a calling: helping people feel better, calmer, and more whole in everyday life.
Beauty
Innovative formulations built on real efficacy and a standard of quality we don't compromise on.
Build something from scratch
We're a talented team building multiple brands at once. If you want ownership, speed, and real impact instead of a seat in a large, slow organisation, this is for you.
Why work at SoIn
Real ownership
Small, focused teams mean your work moves the business immediately. You're not one of a thousand. You're one of a few.
Build multiple brands
Work across a growing portfolio instead of a single project. You'll gain in a year what usually takes a decade elsewhere.
A high bar, kept high
We hire slowly and rarely, because every person we bring on has to raise the standard for everyone else. That's who you'll be working alongside.
Speed and autonomy
We move fast and expect you to own your area outright. Bureaucracy isn't part of the design.
Direct founder access
You'll work with the founders directly, with no layers of management standing between you and a decision.
Open roles
Don't see a role?
Tell us what you'd bring. We'd rather meet exceptional people than wait for the right job post to open.
Send Us Your ResumePartner With SoIn Brands
We build with people who meet our standard for quality and reliability, whether that's a supplier we source from or an entrepreneur with an idea worth building.
Suppliers & Manufacturers
We work with suppliers, manufacturers, and service partners who share our commitment to quality and dependability.
Have an idea?
If you've got a brand you haven't been able to build on your own, we can help make it real. Bring us the idea, and we'll bring the capacity to execute it.
Let's build something trustworthy together
Tell us who you are, what you're building or sourcing, and a brief pitch. We'll follow up quickly.
Get In Touch