In 2024, Zee Entertainment Enterprises, one of India’s leading media companies, reported a profit of ₹118 Crore or $14.1 million for the first quarter. A significant improvement as compared to a ₹53.4 Crore loss in the same period a year previous. This remarkable turnaround was primarily attributed to a 9% increase in Zee’s revenue from its subscriptions, demonstrating the financial advantages and impact of the subscription model. This shift reflects a broader trend across industries, where businesses adopt a subscription model to create recurring revenue streams. So far, it has worked better than expected. From entertainment to retail, subscription boxes are emerging as a major retail trend in India, offering consumers curated products that cater to their tastes, preferences, and lifestyles.
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The Rise of Subscription Boxes in India
The global subscription box market is witnessing explosive growth. According to a report from The Business Research Company, the market is expected to grow from $36.02 billion in 2024 to $41.79 billion in 2025, marking a compound annual growth rate (CAGR) of 16.0%. This trend has entered India, where the subscription model is gaining traction in multiple sectors, including food, fashion, beauty, and fitness. These services cater to consumers’ growing demand for personalised experiences that save time and introduce them to new products they might not otherwise discover.
According to Grand View Research, India’s beauty subscription box segment is expected to generate $90.8 million by 2030, growing at a CAGR of 20.7% from 2025 to 2030. Adopting subscription models is particularly prevalent among Indian millennials and Gen Z tech-savvy consumers who value convenience. The rise of e-commerce and a growing preference for online shopping have accelerated this shift toward subscription services that provide curated product deliveries right to the doorstep.
Subscription Boxes: A Personalized Shopping Experience
One of the most compelling aspects of subscription box services is their ability to offer personalised experiences. These boxes are tailored to the individual’s preferences, interests, and needs, creating a sense of exclusivity and satisfaction. In the fashion industry, services such as Krate by Scriberr provide monthly assortments of clothing items based on a subscriber’s style profile, ensuring that each delivery is relevant and exciting. Similarly, beauty boxes like FabBag and My Envy Box curate beauty products according to the customer’s skin type, making it easy for users to discover new products that align with their preferences.
In addition to fashion and beauty, fitness subscription boxes are also gaining popularity in India. Brands like FitBox and HealthKart deliver health and wellness products, such as supplements, fitness gear, and snacks, in a subscription format. These boxes are designed to support subscribers’ fitness goals, offering them useful and personalised products for their fitness journey. The focus on personalisation ensures that each product is carefully selected to enhance the customer’s lifestyle, making these services highly appealing to niche consumer segments.
Challenges in the Subscription Box Model
Despite the many advantages of a subscription model, there are certainly some challenges. For one, the rapid rise in the popularity of the subscription box model has created cutthroat competition. Companies must offer lucrative deals, high-quality products, a proper customer care team, and consistent deliveries to stand out. Moreover, innovation takes the front seat here because repeatedly delivering the same product to the customer risks losing its appeal. Businesses must innovate their products, packaging, subscription models, etc.
The Future of Subscription Boxes in India
Looking ahead, the future of subscription boxes in India seems promising. As internet penetration and digital payment adoption continue to rise, more consumers are expected to embrace subscription services. This trend is expected to extend beyond traditional sectors like food and fashion into niche markets such as eco-friendly products, gourmet foods, pet supplies, and educational materials. Subscription box businesses that capitalise on emerging trends and cater to the evolving demands of Indian consumers will likely find success. Moreover, the subscription model has seen many new players, which usually cater to the local public, making the operation easy and feasible for both the company and the customer.
As always, data analytics will play a crucial role in shaping the future of subscription boxes. By collecting and analysing customer data, businesses can gain deeper insights into consumer behaviour, helping them anticipate preferences and fine-tune their offerings. Brands that leverage this information will be better equipped to provide personalised and relevant products, further enhancing customer loyalty.
A Revolutionary Way to Retail
So, it’s safe to say that the subscription box model is reshaping India’s retail landscape. It allows businesses to grow while providing consumers with tailored experiences and curated product deliveries. From fashion and fitness to food and beauty, subscription boxes are becoming increasingly popular among Indian consumers, who are drawn to the convenience and personalisation offered by these platforms. As the market evolves, businesses that embrace innovation and effectively address consumer needs will thrive in this dynamic retail environment.
