The brand’s youth-first and creator-focused mindset further aligns it with India’s evolving digital economy, supporting modern workstyles, content creation, fitness, mobility, and smart living.
India: NEWDRU, a new-age Indian consumer brand, is rapidly establishing itself as a design-led, utility-first lifestyle platform for today’s youth, professionals, and urban households. Built at the intersection of everyday functionality, contemporary design, and accessibility, the brand is redefining how modern India experiences lifestyle and utility products.
Co-founded by husband and wife duo Shubham Suresh Bapna and Mittal Shubham Bapna, NEWDRU was created to address a clear gap in the Indian market. While many products were either functional but outdated in design, or visually appealing yet priced beyond reach. NEWDRU was built to provide a balanced combination of utility, aesthetics, and affordability.
From Insight to Execution
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Shubham brings over a decade of experience across entrepreneurship, digital marketing, e-commerce, and brand building. His close work with consumer behaviour, online distribution, and product positioning consistently highlighted a shift in Indian consumer expectations, towards smarter, better-designed products that enhance everyday living without unnecessary cost or complexity.
Complementing this foundation, Mittal plays a key role in shaping NEWDRU’s visual identity, lifestyle relevance, and consumer sensibility. Her perspective ensures that products are not only practical but also aligned with modern tastes, evolving workstyles, and contemporary urban living.
Together, the founders envisioned NEWDRU not as a single-product venture, but as a scalable, multi-category consumer platform, supported by structured systems for product development, sourcing, quality control, branding, and distribution, ensuring consistency as the brand scales.
A Multi-Category Brand Built for Scale
Since its inception, NEWDRU has expanded across diverse categories, including electronics and creator tools, fitness and outdoor gear, automotive and travel accessories, smart home and kitchen essentials, industrial tools, and health and wellness products. Each category follows the same guiding principles: thoughtful design, utility-first innovation, and consistent quality standards.
This diversified approach allows NEWDRU to address multiple high-frequency consumer needs while reducing dependency on any single category, positioning the brand for long-term relevance and sustainable growth.
Transitioning from Digital to Omnichannel
A defining milestone in NEWDRU’s journey has been the launch of its first offline experience store in Mumbai, marking the brand’s transition from a digital-first platform to a full omnichannel presence.
Newdru Experience Centre is located at Shop No. 1, Intelligentia Infinity, opposite Universal High School, Tilak Nagar, Chembur West, Mumbai 400089. The store has been designed as an experience-led space where customers can interact with products across categories, understand their functionality firsthand, and engage directly with the brand. This physical presence reflects NEWDRU’s confidence in its offerings and the growing trust consumers place in the brand.
The offline launch also mirrors a broader industry trend, where digital-first brands are increasingly investing in physical touchpoints to strengthen consumer trust and brand recall. The Mumbai store now serves as a blueprint for future experience centres, supporting structured expansion across India and select international markets.
Design-Led, Utility-First, Accessible Premium
At its core, NEWDRU follows a design-led yet utility-first philosophy. Products are engineered to solve real-world problems, enhance everyday routines, and integrate seamlessly into modern lifestyles. Positioned as an accessible premium brand, NEWDRU bridges the gap between unbranded low-quality alternatives and overpriced lifestyle products, delivering reliability, style, and value in equal measure.
The brand’s youth-first and creator-focused mindset further aligns it with India’s evolving digital economy, supporting modern workstyles, content creation, fitness, mobility, and smart living.
A Future-Ready Indian Brand
NEWDRU’s long-term vision is centred on sustainable brand building, consumer trust, and repeat usage rather than short-term sales or discount-led growth. With a scalable sourcing and distribution model, strong quality control systems, and a growing omnichannel footprint, the brand is positioned to expand responsibly across India and beyond.
As NEWDRU continues its journey, it represents a new generation of Indian consumer brands, design-conscious, execution-driven, and built with global ambition.
NEWDRU: Thoughtfully designed products for modern living.
