Two Indian names have landed in the Contagious Brands Report 2026, the global index that tracks brands challenging category conventions through creativity, innovation and distinctive consumer experiences. Ather Energy and Nykaa are among 45 brands recognised across nine categories.
India’s two entries
Ather Energy appears in the Product Innovators category. The report places the electric scooter maker alongside SharkNinja, Loop, Starface, Oura and Octopus Energy for finding overlooked consumer needs and using proprietary technology to reshape an established category.
Nykaa features in the Creator Makers category. The beauty retailer is recognised for turning young consumers into brand ambassadors, a category that also includes Starbucks, Currys and Grillo’s Pickles.
Nine lanes for brands
These categories double as a strategic map for moving beyond products:
- Destination Designers: Kura Sushi, Dick’s Sporting Goods, Gentle Monster, Games Workshop, Miniso Land
- Everyday Magic Makers: Scrub Daddy, Bustanica, Fishwife, Bold, Dr Squatch, Kurand
- Product Innovators: Ather Energy, SharkNinja, Loop, Starface, Oura, Octopus Energy
- Creator Makers: Nykaa, Starbucks, Currys, Grillo’s Pickles
- Gen Z Magnets: Bathu, BuzzBallz, Poppi, Buldak, Luckin Coffee
- Worldbuilders: Vacation, Jellycat, Clash of Clans, Mixue Ice Cream, Fanatics
- AI Pioneers: Xpanceo, Zapia, Runway
- Community Builders: GTA Online, Substack, Hello Tractor, Hubla, Letterbox, Tecate
- Value Champions: Back Market, Vinted, Skinny, Cheaf, Mercado Libre
Why this matters now
The report frames these brands as responses to media fragmentation, artificial intelligence, the creator economy and worldbuilding. The shift is not about bigger ad budgets; it is about creating reasons for consumers to spend time with a brand.
Sunil Bajaj, Lead Brand Analyst at Contagious, says the common thread is moving away from manufacturing products or simply providing services. Instead, these brands create experiences that surprise and delight, and they consider how to benefit communities rather than only serve individual customers. As Bajaj puts it, “you have to make people want to spend time with you.”
What marketers can do
For marketing teams, the report works as a quick audit tool. Rather than copying every category, pick one or two lanes where your brand has a credible right to play.
- Review which of the nine categories your brand could authentically own.
- Build one visible proof point: an experience, a community ritual or a creator engine, not just a product claim.
- Track time spent, participation and advocacy alongside reach and impressions.
The complimentary report is available now, with a Contagious vodcast scheduled from October 7.
Source: MediaNews4U
