3 Indian Brands That Are Ushering In A New Era Of Homegrown Collectibles

This generation can’t afford homes. Saddled with student debt, stagnant wages, and an inflated housing market, many Millennials and Gen Z-ers have quietly shelved the dream of homeownership. In its place, a new smaller and stranger form of ownership has emerged. Instead of saving for a mortgage, people are spending on Labubus, artisanal lattes, clothing/accessories and other collectible oddities that serve as tiny, tactile sources of joy.

This shift in spending habits is a form of it’s cultural compensation. In the absence of long-term assets, these purchases become markers of identity, intimacy, and emotional investment. Collectibles offer control, rarity, and instant gratification in a time where traditional milestones feel increasingly out of reach. And in the hands of a generation raised online, these objects gain social currency too by being displayed, traded, and adored on Instagram and TikTok like modern-day heirlooms.

Here are three homegrown collectibles that speak directly to this generation’s need to build meaning, memory, and belonging through intentionally designed objects:

Play  Staples is a charming blend of artisan design and storytelling, founded by an architect‑turned‑toy‑designer in Bombay who envisioned wooden vehicles as heirlooms. Handcrafted from responsibly sourced wood and finished with food-safe paints, each piece is designed to capture the spirit of a place in miniature. The Konkan Ghats bus, for instance, is painted a striking deep red, evoking the winding journeys through Maharashtra’s coastal hills; the Retro Rohtak hatchback recalls 90s family road trips with its muted tones and nostalgic silhouette; and the Coorg Cruiser uses earthy greens and browns to conjure the misty plantations and winding roads of Karnataka’s hill country. Designed in minimalist Bauhaus-like silhouettes with striking pastel colour blocking, these objects are little monuments to memory, place, and personal history.

Get them here and use code PLAYFIRST for discount.

Maachis is a collective that's turning the vintage Indian matchbox into tactile, design‑forward prints. Every poster-sized label carries the bold colours, hand‑drawn typography, and motifs that once flickered across kitchens, street‑side stalls, and pooja rooms — from mythological heroes and freedom‑struggle slogans to film stars and local product ads, the most democratic gallery India has ever had. The collective honors the original palettes, thick outlines, and playful messaging, then remixes them for 2025 audiences with themes of labour rights, queer pride, or anti‑war protest. These printed matchboxes carry forward icons of our collective memory, keping them alive in new contexts.

Get them here.

Calling’s InYu series unfolds as a roster of ceramic characters sculpted and left unglazed in terracotta, beige, or powder‑blue tones. At the center is Superhero InYu, wearing a hemp vest and hat, a gentle reminder that the latent hero in you is ready for action even in moments of doubt. He stands alongside Sufi, InYu’s companion and guide, who gently urges him to follow his heart at his own pace, free from external pressures. Evoking Zen philosophy through both there form and texture, these figures are narrative companions and talismans that feel alive in their spiritual intentionality.

Get them here.

If you enjoyed reading this here's more from Homegrown:

FULLPOWER Puffgirl: A Designer Toy That Turns Childhood Nostalgia Into Adult Psychedelia

Indian Creative Anand's Cat & Alien Sculptures Reject The Hyper-Seriousness Of Modern Art

Material Immaterial Studio's Objects Are A Dialogue Between Architecture & Sculptural Art