Lenskart is India's most trusted direct-to-consumer brand of 2026, according to WCRC's first India's Most Trusted D2C Brands 2026. Nykaa is second and CaratLane third.
The ranking uses the new WCRC D2C Trust Score. It gives 32% of the weight to Consumer Trust & Sentiment, 18% to Brand Recall, 15% to Brand Positioning and 15% to Brand Love, so that 80% of each score comes from how much consumers trust, remember and love a brand.
The top 10
| Rank | Brand | Sector | Score |
|---|---|---|---|
| 1 | Lenskart | Jewellery & Eyewear | 85.84 |
| 2 | Nykaa | Beauty & Personal Care | 85.65 |
| 3 | CaratLane | Jewellery & Eyewear | 84.32 |
| 4 | Ather Energy | Electronics & Mobility | 83.68 |
| 5 | The Whole Truth | Food & Beverage | 83.22 |
| 6 | FirstCry | Kids, Pets & Gifting | 82.94 |
| 7 | Atomberg | Home & Living | 82.74 |
| 8 | Country Delight | Food & Beverage | 82.42 |
| 9 | Wakefit | Home & Living | 82.28 |
| 10 | Urban Company | Services & Platforms | 82.26 |
What the ranking shows
Trust is earned through proof, not promises. The leaders give buyers ways to check a claim for themselves: home eye tests at Lenskart, certified stones and lifetime exchange at CaratLane and BlueStone, milk-testing kits at Country Delight, and an ingredient list on the front of every pack at The Whole Truth, which scores 90 on Consumer Trust, the highest in the ranking.
Recall without trust is not enough. Ola Electric has some of the highest recall of any brand on the list, but service complaints pulled its Consumer Trust score down to 48, and it ranks #99.
Indian ownership of Indian brands matters. Several fast-growing brands such as Minimalist, OZiva and Bare Anatomy are now owned by global groups and are not eligible. Brands bought by Indian companies, including Yoga Bar (ITC), Beardo (Marico), Dot & Key (Nykaa) and CaratLane (Titan), remain in.
Sector leaders
- Beauty & Personal Care: Nykaa
- Fashion & Accessories: Rare Rabbit
- Food & Beverage: The Whole Truth
- Home & Living: Atomberg
- Electronics & Mobility: Ather Energy
- Health & Wellness: MuscleBlaze
- Kids, Pets & Gifting: FirstCry
- Jewellery & Eyewear: Lenskart
- Services & Platforms: Urban Company
Only brands that publish numbers
Only brands whose owners publish financial results were considered for this research. Brands that do not publish their financials have not been assessed or ranked. Many well-known D2C names could not be ranked this year because WCRC could not find filed revenue for them. 100 brands met every rule. Read the methodology.
Talk to the research team
Media enquiries: consulting@wcrcint.com
Financials. Only brands whose owners publish financial results were considered for this research. Brands that do not publish their financials have not been assessed or ranked.
Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand, and it is not investment, financial or purchasing advice.
Facts and figures. Revenue is shown as reported in company filings and published results for the latest available financial year. WCRC has not audited these figures. Scores reflect WCRC's assessment at the time of research and may be revised.
Trademarks. Brand names and trademarks belong to their owners. Their use here does not imply any affiliation with or endorsement by WCRC.
Corrections. To report an error or request a review, write to consulting@wcrcint.com.