Do you remember the first smartphone you bought around 2012? Chances are, you spent more time choosing the phone than thinking about its case. Phone cases were largely an afterthought, sold by local stores and small sellers in an unorganised market dominated by inexpensive, China-sourced products and copies of established brands.

That began to change as smartphone adoption accelerated. Indians were increasingly willing to spend ₹20,000, ₹30,000, ₹40,000 and even ₹50,000 on their phones. 

As these phones became more central to everyday life, consumers began looking beyond basic protection, even demanding accessories that reflected their personal style — an opportunity DailyObjects tapped into early on.

Founded by Pankaj Garg, in 2012, as a multi-category online business, the company narrowed its focus to smartphone cases in 2014. Over time, it expanded into bags, charging products and workspace accessories, building its brand around design and quality.

Today, DailyObjects revenue crossed ₹200 Cr in FY26, nearly doubling year-on-year. It is targeting ₹400 Cr in FY27 while working towards EBITDA profitability. 

But the more interesting part of DailyObjects’ story is not just how quickly it is growing today. It is how long it took to build a brand in a category that many consumers once barely thought about.

DailyObjects had started as a multi-category online business, but by 2014, it decided to focus on smartphone cases. Rather than spread its resources across different product lines, the startup chose to focus on one category, differentiate through design and quality, and build a customer base willing to pay a premium.

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