Harshvardhan Chauhan introduces a new definition of branding 'Dil Se'

Dil Se... Not a Brand, But a Feeling: India gets its first 'Experiences-to-Consumer' vision

Mumbai: When brands set out to win hearts not with their products but with their emotions, they are named - 'Dil Se'.

Dilse - The Happiness Collective Pvt. Ltd. made its debut as India's first 'Experiences-to-Consumer (E2C)' brand at Raheja Classic Club in Andheri West, Mumbai. But this was no ordinary launch, it was the voice of a soul emerging on the screen of a theatre, a presentation that made the audience experience not just entertainment but an inner vibration.

Harshvardhan Chauhan, the mastermind, writer and creative force of this show, was not only on stage, but his soul was speaking in every word, every creation. He said that this was not a launch, it was a 'Soul Contract'.  We did not act but lived ourselves. Our brand does not breathe in statistics, it breathes in feelings.

Dilse has brought a new category to the Indian market – E2C i.e. ‘Experiences-to-Consumer’, where the customer becomes not just a consumer but an emotional participant.

The brand creates an experience through theatre, sound, music, design and digital art that settles in the heart like memories. Here the products will not be to be held but to be felt.

After the buzz of the launch show, ‘Dilse’ is now going to take another bold step.

The soft launch of the Dilse app will be on 23rd July 2025. India’s first soul-led digital space, where brands and emotions will communicate with each other.

From August, the brand will launch its ‘Product Rituals’ and special wearables, which will symbolize not only style but an inner-connection.

Harshvardhan Chauhan is not just a CEO - he is an experience-maker, a Yogi of words and an emotional craftsman. He has presented the "Dil Se" brand in a unique form in the form of a play, it is not a business, it is a movement and an initiative to connect directly with the heart.

According to Harshvardhan Chauhan, 'Dilse' branding is not noise, it is emotion and if the business has to be built again from the heart - then this is the beginning. Because some brands are visible, but 'Dilse' is felt.