Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

With more people looking to moderate their drinking, many are seeking support to stick to the regimen. As such, Sunnyside is developing an AI-powered coach – a feature that sends personalized nudges and encouragement, helping people stay on track and make 'damp drinking' easier.

Mattress company Bryte is working to help people achieve their optimal sleep with its AI-powered Sleep Concierge. With sleep now a central pillar of the wellness movement, more people are looking for initiatives that support tailored sleep solutions to elevate both mental and physical health.

Nutrizoe has launched the Zoe Bar, India’s first energy bar dedicated to women’s dietary needs. As Indian women turn to snacks not just to satisfy their hunger pangs but also for wellness-boosting benefits, brands are customising their offerings to satiate shifting demands.

GetHarley directly connects people with doctors to get personalised recommendations and professional advice while also providing specialised skincare products. The platform is catering to 'skintellectuals' who know their skin's specific needs and expect tailored solutions.