Archive · 27 Jul 2026
THE MEN THING Builds 1.2M Customer D2C Brand
THE MEN THING is a successful direct-to-consumer (D2C) brand in India that sells affordable and durable men's jewelry.
Founded by Rishi Modi, the brand identified a gap in the market for stylish, everyday accessories that are not too expensive or too cheap and low-quality.
The brand offers products starting at ₹299 with a 5-year warranty, ensuring durability and customer satisfaction.
They use a 100% Cash on Delivery (COD) model to build trust with customers and have grown to over 1.2 million customers without any external funding.
The brand focuses on sustainable growth and profitability, setting a benchmark for bootstrapped innovation in the digital commerce space.
THE MEN THING is a D2C brand in men's jewelry founded by Rishi Modi.
The brand identified a gap in the market for affordable, durable, and stylish men's accessories.
Products start at ₹299 and come with a 5-year warranty.
The brand uses a 100% Cash on Delivery (COD) model to build trust with customers.
THE MEN THING has grown to over 1.2 million customers without any external funding.
- Who
- Rishi Modi, founder of THE MEN THING
- What
- Building a successful D2C brand in men's jewelry
- When
- Not specified
- Where
- India
- Why
- To fill the gap in the market for affordable, durable, and stylish men's accessories
Traditional Jewelry Market
THE MEN THING
Product Range
Traditional Jewelry Market
Expensive precious metals for special occasions or cheap imitation pieces
THE MEN THING
Affordable, durable, and stylish everyday accessories
Customer Acquisition
Traditional Jewelry Market
Reliant on traditional marketing and sales channels
THE MEN THING
Focuses on organic growth and word-of-mouth through social platforms
Funding Model
Traditional Jewelry Market
Often backed by venture capital
THE MEN THING
Bootstrapped with a focus on profitability and sustainable growth
- Founder
- Rishi Modi
- Year Founded
- Not specified
- Customer Base
- Over 1.2 million
- Price Point
- Starting at ₹299
- Warranty
- 5-year warranty on select products
- Materials
- Hypoallergenic 316L stainless steel
- Payment Model
- 100% Cash on Delivery (COD) options
- Business Model
- Bootstrapped, cash-flow positive