All brands are evaluated on 7 dimensions, totaling 100 points. Each dimension has specific criteria, and scores reflect both qualitative assessment and operational reality.
| Dimension | Weight |
|---|---|
| Brand Story & Mission | 15 |
| Transparency & Process | 15 |
| Product Quality Signals | 15 |
| Global Shipping Readiness | 15 |
| Brand Identity & UX | 10 |
| Social Signals | 15 |
| Operational Credibility | 15 |
| Total | 100 |
Dimension Details
1. Brand Story & Mission (15)
Clear 'why', cultural/design/craft grounding, non-generic narrative.
Low scorers: Generic lifestyle D2C brands
2. Transparency & Process (15)
Materials, makers, techniques visible. Artisan involvement explained. Real process > marketing copy.
3. Product Quality Signals (15)
Materials & construction, craft complexity, press/third-party validation, longevity over trends.
4. Global Shipping Readiness (15)
International checkout, clear shipping timelines, duties & returns clarity, multi-currency (bonus). Hard gate — failing this caps a brand at ~75, regardless of taste.
5. Brand Identity & UX (10)
Visual coherence, editorial clarity, non-marketplace feel.
6. Social Signals (15)
Not raw follower count alone. Considers organic engagement, cultural relevance, founder/brand voice, press resonance. Practical floor: ~5k followers.
7. Operational Credibility (15)
Fulfillment reliability, refunds actually happening, customer support responsiveness, consistency over time. Taste without trust = exclusion.
Brand Status
Core
Strong global-ready anchors (80+ score). These brands clearly belong on indई without hesitation.
Emerging
High quality, but missing one or two gates (usually global UX or ops depth). Score range: 70-79.
Excluded
Trust or operational red flags. Design alone was not enough. Score: ≤60.
Data Schema
Our canonical CSV structure includes: brand, website, category, instagram, followers, summary, global_ready, story_score, transparency_score, quality_score, shipping_score, ux_score, social_score, ops_score, total_score, status, last_reviewed, notes, press_links.
For detailed rubric and examples, contact the editorial team.