It's a Sunday afternoon in Mumbai. The table is covered in newspaper, the chai has gone cold, and someone's fingers are grey with cement. Nobody is looking at a phone.
That scene is the whole reason Kitsters exists. It is also the best way to understand Indian DIY brand growth: a craft brand grows when more people want that afternoon, and when each box makes it easy to have one.
What does Indian DIY brand growth actually look like?
Search this phrase and you will mostly find hardware-led stories: store openings, market outlooks, CEO interviews. That is one side of DIY in India. It is about tools, paint and home repair.
Our side is different. We make craft experience kits for adults who want something screen-free to do with their hands. A date night, a gift, a quiet hour after work.
We are not going to quote market-size figures here. We can't verify them, and you deserve better than a number pasted from a PDF. What we can tell you is what growth looks like from inside a Mumbai craft brand.
The Kitsters growth story, in plain words
The Kitsters growth story is not a rocket ship. The range began small and kept widening, one kit at a time. Every new kit had to pass a simple test: could a beginner open the box, follow it, and end up with something they are happy to show off?
That test is why we keep saying "zero skills needed" on kits where it is true. A brand that grows by adding products without keeping that promise just gets bigger, not better.
How a craft range grows: from single kits to pairs
One of the clearest ways our catalogue has widened is the combo. Two kits that share a mood, boxed as one plan.
The Block Printing Kit (Tote Bag) and Tote Bag Painting Kit combo is for people who want to stamp, paint, print and wear their own design. It suits a fun afternoon in with friends.
The Cement Trinket Tray Kit and Cement Coaster Kit combo is the get-your-hands-dirty option. You mould, shape, texture and finish handcrafted pieces for your shelf or desk. Call it décor.
Then there is the Floral Glow Jar Kit and Light Bottle Painting Kit combo. You arrange, paint and glow your way to illuminated pieces. Switch the lights off when you are done, because that is the best part.
Shop Block Printing and Tote Painting Combo (₹2,300) →
Shop Cement Trinket Tray and Coaster Combo (₹2,799) →
Why we make things around the kits, not just kits
Growth is not only more boxes. It is also the stuff that makes making nicer.
The Kitsters Art Apron is a good example. It has adjustable straps, roomy pockets and a minimalist look, and you can wear it for painting, sculpting, crafting or baking. Cement and paint do not care about your favourite shirt.
It is also a decent gift for the friend who already owns every kit.
Shop Kitsters Art Apron (₹1,499) →
What a craft brand India startup learns about DIY business in India
We will keep this honest and general, because we won't invent a founder anecdote for you.
First, India gifts constantly. Weddings, Diwali, housewarmings, farewells. A kit that arrives as a complete plan is an easier gift than another candle.
Second, people want a reason to put the phone down. A DIY business in India sells that as much as it sells materials. The box is the excuse to sit together.
Third, jugaad is a feature, not a flaw. Your cement coaster may come out slightly wonky. Your tote may have a smudge. That is exactly why it is yours.
Who this story is not for
If you came for investor decks, store counts or market forecasts, this is the wrong page. We are a craft brand telling you how we think, not an analyst.
If you came because you want to make something this weekend, you are in the right place.
Shop Floral Glow Jar and Light Bottle Painting Combo (₹2,699) →
FAQ
What is an Indian DIY brand?
It depends on the category. Some Indian DIY brands focus on tools and home improvement. Kitsters is a craft experience brand based in Mumbai. We make kits that give adults a screen-free activity, a date night idea or a gift they can make themselves.
Is a DIY business in India only about hardware?
No. Hardware and home repair are one part of DIY. Craft is another. Kits for cement art, block printing, painting and glow jars sit in the creative side, where the product is the experience of making something with your hands.
Where is Kitsters based?
Kitsters is based in Mumbai. We design DIY experience kits for adults across India, from cement and block printing to painting and glow jar combos. Each kit is built around one idea: a complete plan, so you spend your time making, not shopping for supplies.
What does Kitsters sell besides kits?
Alongside our kits and combos, we make the Kitsters Art Apron, priced at ₹1,499. It has adjustable straps and spacious pockets for tools, brushes or a sketching pen, and it works for painting, sculpting, crafting or baking.
Want to see everything we make? Browse the full range in our DIY kits collection and pick your next Sunday afternoon.
