🌟 Wishing your D2C brand 10X growth, this new year! 🌟
I was looking for a fitting topic for the first edition of The D2CX Newsletter in 2025. And, what’s more fitting than deciphering the growth playbook of an apparel brand that’s stitching 2X growth every year since its inception.
Launched in 2020 by Dhruv and Udit Toshniwal, The Pant Project was born out of a simple yet ambitious vision: to redefine how Indians experience pants.
Armed with quirky taglines like #RAHOSAADAA #PEHNOSAADAA and with the goal of hitting INR 100 Cr ARR in FY26, SAADAA stands out as a beacon of simplicity and sustainability.
Till date, they’ve served over 1,30,000 customers with a remarkable 93% fit accuracy.
Finding pants that fit well, feel great, and look stylish is no small feat—especially for Indian men, whose body types vary widely. Off-the-rack options often force customers to compromise on size, comfort, or style.
The Pant Project disrupted the status quo with custom-fit pants that offer unbeatable comfort and style.
From workwear formals to weekend-ready chinos and ultra-comfy joggers, their range spans over 250 styles, made with premium fabrics sourced globally and tailored to perfection.
♦️ Custom Fit: Customers can choose their waist size, inseam length, rise preference, and fit—slim, tapered, or relaxed
♦️ Power Stretch Fabric: Designed for comfort and durability, with a blend of spandex and elastane
️♦️ Advanced Customisations: From pleats and hem roll-ups to personalized monograms, every pant is designed to reflect the wearer’s individuality
️♦️ Free Alterations Policy: The brand’s hassle-free policy ensures each pant fits perfectly, with free reverse pickups for alterations—reinforcing customer trust and loyalty
The Pant Project faced the all-too-common struggles of growing D2C brands. Manual tracking processes relying on excel sheets led to delays, missed deadlines, and operational inefficiencies.
Customers were left in the dark about order statuses, while the complexities of managing mass customization strained the supply chain.
A state-of-the-art CRM analyses customer behavior, enabling hyper-personalized campaigns tailored to individual preferences.
On the factory floor, a proprietary ERP system tracks each pants’ journey through every stage of production, reducing errors, minimizing defects, and providing customers with real-time updates on delivery timelines.
❇️ QR Code Tracking: Each pant order now came with a unique QR code, enabling real-time tracking from cutting to finishing.
❇️ Bottleneck Identification: Workflow templates identified process inefficiencies, streamlining operations.
❇️ Customer Delight: Real-time updates and transparency built trust, improving customer loyalty.
In an era where 90% of shoppers browse on mobile, The Pant Project has invested heavily in creating a frictionless digital experience.
User-Centric Design: A San Francisco-based 3P partner optimises their mobile site with intuitive navigation and quick load times.
A/B Testing: Constant iterative experiments ensure that every click leads customers closer to checkout.
Shoppable Content: Clean, detailed product descriptions and photos inspire confidence in every purchase.
Relatable reels that humorously capture the universal struggle of finding pants that fit perfectly have struck a chord with millennials and Gen Z alike.
Behind-the-scenes glimpses into the tailoring process foster transparency, making customers feel like part of the journey.
Interactive campaigns such as polls, Q&A sessions, and shoutouts to loyal customers keep followers engaged, turning casual viewers into dedicated fans.
To elevate its position in the market, The Pant Project collaborated with legendary Italian designer Guido Bertagnolio. Together, they launched a premium workwear collection that seamlessly marries style with comfort.
This exclusive collection is 👇
🔥 Made with super-fine merino wool, lycra, and recycled polyester.
🔥 Available in core colors and patterns, perfect for every occasion.
🔥 Designed to make Indian men feel stylish and confident year-round.
This luxury collection has solidified The Pant Project’s position as a leader in high-end custom wear.
From QR codes to luxury fabrics, The Pant Project isn’t just changing how we shop for pants—it’s changing how we think about them.
And, customers are loving it.
As The Pant Project looks to the future, its plans are as ambitious as its growth story. The brand is set to expand its product lines with waterproof and performance-oriented pants, catering to the evolving needs of its customers.
Surprise!
This noon newsletter is our way of saying goodbye to 2024 and greeting 2025 with bold plans and bigger dreams. Don’t get used to it—we’re back to 8 PM on Thursday!
What happens when two Jaipur-based entrepreneurs combine their love for sustainability and fashion? A revolution in Indian retail is born.
Back in 2020, Akshay Shivpuri and Mahesh Tekwani turned their conversations about consumerism into a D2C brand that’s as minimalist as its name – SAADAA.
Their mission? To deliver fashion that’s affordable, durable, and eco-conscious—all without the guilt tax.
What started in a 100 sq. ft. garage with a handful of karigars (tailors) has become a sustainable powerhouse. Today, 200+ artisans craft SAADAA’s timeless basics, blending sustainability with style.
Armed with quirky taglines like #RAHOSAADAA #PEHNOSAADAA and with the goal of hitting INR 100 Cr ARR in FY26, SAADAA stands out as a beacon of simplicity and sustainability.
But what truly sets SAADAA apart isn’t just its product line—it’s how the brand has seamlessly leveraged tech-driven solutions, social media storytelling, and a strong commitment to sustainability.
Let’s unpack SAADAA’s remarkable growth story.
SAADAA is built on the philosophy that great fashion shouldn’t come at the planet’s expense.
From using breathable natural fabrics like cotton and linen to crafting eco-friendly packaging from recycled materials, sustainability isn’t just a buzzword for SAADAA—it’s at their core.
Zero-Waste Practices: Tags and visiting cards are made from plantable seed paper, adding an innovative touch to their eco-commitment.
Durability Over Trends: SAADAA’s “Better Basics” line focuses on timeless designs that prioritize longevity over fleeting trends, making them inherently sustainable.
Beyond the products, SAADAA’s impact extends to the people who make them. The brand focuses on upskilling and promoting micro-enterprises within its supply chain.
And, who doesn’t love a brand that drives impact?
This brand ethos coupled with timeless designs are key to SAADAA’s impeccable revenue rush to INR 28 Cr.
With over 261K followers, SAADAA’s Instagram presence reflects its brand ethos: minimalism, sustainability, and authenticity.
Engaging Storytelling: Through relatable posts and quirky taglines like #RAHOSAADAA and #PEHNOSAADAA, SAADAA has successfully connected with its millennial and Gen Z audience.
Interactive Campaigns: The brand leverages polls, Q&A sessions, and customer testimonials to foster engagement, turning followers into brand advocates.
Shoppable Posts: By integrating Instagram Shopping, SAADAA has shortened the path from discovery to purchase, boosting direct conversions.
This approach has driven not just sales but also deep emotional resonance, with customers identifying SAADAA as a brand that aligns with their values. As of today, SAADAA has catered to 5L+ women, fulfilling 500K+ orders.
Every business faces growing pains, but for SAADAA, the challenge was clear: navigating the complexities of logistics and customer experience while scaling rapidly. Enter Shipway and GoKwik, two solutions that became the bedrock of SAADAA’s operational success.
When SAADAA onboarded Shipway, their logistics went from chaotic to seamless.
❇️ 95% Drop in RTO Rates: Shipway’s AI-powered NDR (Non-Delivery Report) management flagged potential return orders early, allowing SAADAA to address issues proactively.
❇️ 55% Boost in Productivity: By automating processes like order fulfillment and customer tracking, SAADAA could focus on scaling its operations.
❇️ Enhanced Customer Experience: With white-label tracking and instant notifications, customer queries dropped by 80%
SAADAA also turned to GoKwik to tackle cart abandonment
🔥 Improved Conversion Rates: GoKwik’s intelligent checkout flow reduced friction, leading to a 3X uplift in completed transactions.
🔥 Optimised COD Orders: By offering COD with fraud detection, GoKwik ensured SAADAA’s profitability wasn’t compromised by fake or failed deliveries.
Thanks to GoKwik’s checkout flow, 65% of SAADAA’s orders are now prepaid, all the way up from 30% in 2022.
Together, these partnerships didn’t just improve SAADAA’s bottom line—they created a smoother, more reliable shopping experience for customers, cementing the brand’s reputation.
SAADAA’s story is one of grit, adaptability, and vision. Starting in a garage, the brand has scaled to a 3X YoY revenue growth and a 200+ team in just five years.
1️⃣ Leverage Tech for Efficiency: Platforms like Shipway and GoKwik are not just tools but growth enablers.
2️⃣ Build a Brand, Not Just a Product: SAADAA’s quirky messaging and eco-friendly ethos have turned customers into loyalists.
3️⃣ Go Where the Customers Are: A balanced omnichannel approach ensures maximum reach and engagement.
As SAADAA continues its journey, it’s clear that the future of fashion in India is simple, stylish, and sustainable.
What do you think?
For Yushika Jolly, coloring hair was a way of life. Growing up in Gujarat, she experimented with vibrant shades using dye powders from her father’s factory. Her time in London exposed her to easily accessible bold hair colors, and this is when she realised there was a gap in India’s beauty market.
Returning home, she and Siddharth Raghuvanshi set out to create Paradyes in 2021 and smash through traditional beauty norms with vibrant, semi-permanent hair colors designed for self-expression. From DIY kits to salon-quality shades, they made bold colors accessible for every Indian.
In 2021, they clocked a total revenue of INR 2.5 Cr, and this number went up to INR 3.5 Cr in the first two quarters of 2022. In 2024, they are raking in INR 5 Cr in monthly sales.
Let’s dive into the growth playbook of Paradyes.
Shark Tank India was the real game-changer for Paradyes. The founders secured an INR 65L deal for 2% equity from Aman Gupta and Vineeta Singh, and gained immense publicity.
🔥 Average Order Value: INR 1,100
🔥 Cost Of Raw Materials: INR 160
🔥 Cost Of Packaging: INR 40
🔥 CAC: INR 250
🔥 EBITDA: INR 240 per order
🔥 Gross Margin: 70-75%
🔥 Net Profit: 19%
For three years, Paradyes offered bold shades that required bleaching—a significant barrier for many Indian consumers. Glossy Hair Tints, launched in March 2024. These ammonia-free, paraben-free, and cruelty-free tints catered to dark Indian hair without requiring bleaching.
The impact was immediate:
❇️ Revenue tripled during the festive season
❇️ Paradyes claimed the #1 bestseller spot in Nykaa’s hair color category
❇️ Sales stabilised at festive season levels in December 2024
Paradyes’ recent Buy 1 Get 1 sale broke all previous records, generating ₹47L+ in a single day.
They didn’t shy away from including bestsellers in the sale. Result? Hero products contributed over 70% of revenue, with 70% of customers being first-timers.
The in-house team delivered 10 static ads and 2 videos with clear, engaging messages like, “One for you, one for your bestie!” Relatable, fun, and visually captivating, the creatives drove a surge in traffic.
Unlike traditional fears of cannibalizing regular sales, Paradyes hyped the sale days in advance, leading to a 15X increase in sales on the big day.
Loyalists? They accounted for 30% of repeat orders.
With demand soaring, Paradyes dynamically adjusted ad spends, achieving a 7 ROAS and a 12% conversion rate.
For Gen Z, hair color is more than a beauty product—it’s a medium of self-expression. Paradyes taps into this by evoking nostalgia and creating emotional connections:
Crowdsourced Colors: Engaging their audience through polls and feedback on Instagram to decide new shades, fostering a sense of community.
DIY Hair Makeovers: By promoting relatable and unfiltered transformations, Paradyes turns every customer into a brand ambassador.
Content-Led Campaigns: Their campaigns reflect the ethos of embracing imperfections, resonating deeply with younger audiences.
User-Generated Content (UGC): Encouraging real users to share their hair transformations builds trust and authenticity.
Instagram Polls: Engaging followers to crowdsource decisions for new shades and product launches.
This strategy isn’t just about building a following—it’s about creating a community of bold, confident, and expressive individuals.
Paradyes isn’t just transforming hair colors—it’s redefining personal expression in India. With bold marketing strategies, a product-first approach, and a growing D2C footprint, this brand is setting a new standard for creativity and authenticity in the beauty space.
At Paradyes, vibrant hues meet a future brimming with potential!
The journey of R for Rabbit began with a personal challenge. In 2014, first-time parents-to-be Kinjal and Kunal Popat were navigating the vast, overwhelming market of baby products in India. Frustrated by the lack of safe, innovative, and accessible options, they saw a gap—a gap that they would fill with R for Rabbit.
This humble beginning in Ahmedabad led to the creation of a brand that has grown exponentially over the past eight years, becoming a household name in the baby products industry.
Today, R for Rabbit is a trailblazer in the direct-to-consumer (D2C) space 👇
💠 INR 172 Cr revenue in FY24
💠 450+ SKUs
💠 2.5 Mn+ customers
💠 2000+ offline channel partners
💠 60:40 split between online and offline sales
One of the key challenges R for Rabbit faced in its early-stage journey was managing an efficient supply chain. Initially reliant on imported products with long lead times (90-150 days), the brand struggled with inventory management and responsiveness to market demands.
However, with strategic partnerships like Streamline, R for Rabbit optimised its supply chain. By integrating cutting-edge demand forecasting and inventory planning solutions, they have reduced lead times and ensured seamless product availability.
The use of predictive algorithms increased forecast accuracy by 20%, minimising stock-outs and overstock situations.
Automation of planning processes eliminated manual errors and reduced planning cycle times by 40%.
While R for Rabbit started out as a brand focused on baby gear, they have innovated and expanded into essential categories such as:
❇️ Compact Baby Wipes: Lightweight, travel-friendly, and eco-conscious solutions
❇️ Diaper Subscription Models: Offering convenience and substantial discounts to parents on everyday essentials with a seamless return and refund policy
❇️ Sustainability Initiatives: With a focus on ‘Make in India’, R for Rabbit now sources locally, supporting Indian manufacturers while ensuring high-quality standards
These initiatives have cemented their position as a brand focused on safety, quality, and sustainability.
The brand’s success wouldn’t be complete without the story of its customers. R for Rabbit has cultivated a strong community of over 2.5 Mn happy parents. Their approach to customer engagement blends innovation with empathy:
🔥 City-Specific WhatsApp Groups: For parents from Delhi, Mumbai, Bangalore, and more
🔥 Loyalty Programs: Turning happy customers into brand ambassadors with cashback and exclusive offers
🔥 Interactive Content: Parenting tips, product launches, and engaging social media campaigns keep parents hooked
The Result? 25% Repeat Customers
R for Rabbit’s journey is one of transformation—from a personal struggle to an industry leader in baby products. With a customer-first approach, relentless innovation, and strategic growth, the brand has shown that with the right vision, a startup can revolutionise a sector and build a community that truly resonates.
As R for Rabbit looks to the future, its focus is on continued innovation and market expansion. They are set to deepen their presence in Tier 2 and Tier 3 cities. Moreover, their aggressive retail and marketing strategy aims to penetrate new categories, further strengthening their D2C footprint.
With a clear vision of becoming an “Amazing Baby Company,” R for Rabbit is a brand to watch out for.
What do you get when two food-loving entrepreneurs mix bold flavors and a dash of entrepreneurial grit? You get MasterChow, a ready-to-cook (RTC) Asian cuisine brand that’s transforming Indian kitchens one bottle at a time.
MasterChow’s story began in 2016 with Wok Me, a QSR founded by Vidur Kataria and Sidharth Madan. Their goal was to offer premium, customisable Asian meals inspired by Subway’s “build-your-own-meal” model.
Within a year, Wok Me had fulfilled 60,000 orders, thanks to their signature sauces that kept customers coming back.
But the pandemic turned their growing restaurant business on its head. With dining out no longer an option, Vidur and Sidharth faced a crossroads.
The breakthrough came when Wok Me customers began asking for their beloved sauces to recreate meals at home.
Seven days and a micro-factory later, MasterChow was born.
In just over three years, MasterChow has scaled from a modest INR 8.1 Cr in FY23 revenue to a staggering INR 40 Cr in FY24.
MasterChow isn’t just selling convenience—it’s delivering authenticity. While competitors focus on generic offerings, MasterChow’s bold, handcrafted flavors have carved a niche.
Here’s what makes them a standout:
🔥 Diverse Product Range: From ready-to-cook sauces like chili garlic and chowmein to specialty noodles, condiments, and meal kits, they’ve redefined Asian home cooking.
🔥 A Bestseller Backstory: Their chili oil, inspired by social media trends, became an instant hit by offering convenience without compromising on flavor.
🔥 Tailored to Indian Palates: Bold, spicy, and flavorful, their products resonate with India’s love for zest in every bite.
🔥 Meal Kits with Recipes: They’ve taken the guesswork out of cooking, making it easier for even novice chefs to whip up restaurant-quality meals.
MasterChow’s marketing strategy is as flavorful as its products, blending authenticity, relatability, and creativity.
MasterChow’s MasterChow Mondays is a hit among their followers. Every week, Vidur posts recipe videos using their sauces, fostering a sense of community and trust. With an entirely organic Instagram growth strategy, they’ve engaged audiences without spending heavily on ads.
In April 2024, MasterChow roped in Chef Ranveer Brar as their brand ambassador. The partnership adds credibility and reinforces their positioning as the go-to brand for “Asli Indo-Chinese” flavors.
Extensive sampling campaigns across grocery stores have turned curious tasters into loyal customers. “Once they try our sauces, they’re hooked,” said Vidur in a podcast.
MasterChow’s growth isn’t just a happy accident—it’s backed by deliberate, strategic moves.
You’ll find MasterChow everywhere. From major e-commerce platforms to quick-commerce marketplaces, and 2,500+ offline retail points, MasterChow is acquiring customers across all channels. They are planning to scale to 10,000 touchpoints within a year.
From a humble home-based operation, MasterChow now produces 10,000 bottles daily at its state-of-the-art facility, ensuring quality and consistency at scale.
MasterChow is always iterating, with a product line that now spans 36 SKUs, including gluten-free noodles, versatile sauces, and condiments. Their focus on filling market gaps ensures they stay ahead of the curve.
MasterChow’s future is as ambitious as its present. Here’s what’s on their plate:
MasterChow is doubling down on clean eating, aiming to eliminate preservatives while maintaining superior taste.
Co-branded products, additional meal kits, and international markets are all part of the roadmap.
MasterChow’s meteoric rise isn’t just about selling sauces—it’s about selling a lifestyle and a story. Here’s what other D2C brands can learn:
✴️ Pivot boldly: MasterChow turned a pandemic setback into a thriving business by responding to customer needs.
✴️ Leverage storytelling: Engaging content, relatable branding, and authentic communication have built trust and loyalty.
✴️ Scale strategically: With a focus on infrastructure, product innovation, and market penetration, they’ve achieved rapid, sustainable growth.
As Vidur sums it up: “We’ve gone from 12 bottles a day to 12,000—and we’re just getting started.”
Picture this 👇
A plastic container melts in the oven, and instead of a ruined dinner, it sparks the birth of a cookware brand.
That’s how The Indus Valley came to life.
Founders Madhumitha Uday Kumar and Jagadeesh Kumar, shaken by their kitchen mishap, realised that the market was flooded with chemically coated, toxic cookware, and they had a chance to turn this around.
Their solution? Bring back traditional Indian materials like cast iron, stainless steel, and clay, modernise them, and create cookware that’s as safe for your health as it is for your food.
Fast forward to today, The Indus Valley is the undisputed leader in the toxin-free cookware revolution.
❇️ Serving 10L+ customers
❇️ 60% of sales from their D2C website
❇️ Currently offering 250+ SKUs
❇️ INR 71.96 Cr in FY24 revenue, a 78% YoY jump.
❇️ Plans to scale INR 125 Cr in FY25, all leading up to their INR 300 Cr ambition
Think back to your grandmother’s kitchen. The heavy cast iron pans, the earthen pots bubbling away on the stove.
The Indus Valley taps into this collective nostalgia, evoking memories of simpler, healthier times with every product they sell.
The Indus Valley’s products are crafted from natural, non-toxic materials like:
🔥 Cast Iron: Durable, heat-retaining, and even adds trace iron to food
🔥 Stainless Steel: Tri-ply options for durability and versatility
🔥 Clay and Wood: Eco-friendly and rooted in tradition
Their cookware is free from harmful coatings, making it a favorite among health-conscious consumers.
In addition to standard pots and pans, The Indus Valley offers uniquely Indian cookware like Appam makers, Paniyaram pans, and Idli steamers.
From Hindi to Tamil to Telugu, they speak the language of their customers, literally. By running regional campaigns, they’ve made their brand feel local no matter where you are in the country.
This hyper-local approach has helped them stand out in a crowded market.
To amplify their message, The Indus Valley has partnered with fitness icons like Shriya Saran and Mandira Bedi, along with mom influencers and health professionals.
The result? A relatable, aspirational brand that resonates with audiences across India.
The Indus Valley knows that to win hearts, you have to be everywhere your customers are. And they’ve nailed the omnichannel approach with finesse.
💠 60% of sales come from their D2C website, where they offer a seamless shopping experience.
💠 38% of revenue is driven by marketplaces like Amazon and Flipkart, where the brand dominates the “toxin-free cookware” category.
The brand has an offline presence in Chennai.
They’ve recently expanded to quick commerce for urban buyers. And if you’re the kind of shopper who likes to see and feel before you buy?
By blending ancient culinary wisdom with modern business acumen, The Indus Valley has created a brand that doesn’t just sell cookware—it sells a way of life. For other D2C brands, their journey is a case study in how to leverage nostalgia, innovation, and sustainability to build a scalable, profitable enterprise.
They’re successfully orchestrating a wave of nostalgia.
With an ambitious roadmap ahead, this D2C trailblazer is proving that tradition and innovation aren’t just coexisting—they’re thriving together. Here’s what’s cooking in their kitchen of big ideas:
From 250 SKUs to 1,000, The Indus Valley is setting the table for a wider audience. Their product expansion will include stainless steel marvels, eco-friendly clay cookware, and innovative food accessories. Whether it’s for a minimalist urban kitchen or a traditional Indian home, they’re creating cookware that serves both style and substance.
As the global cookware market is projected to hit INR 3.36,000 Cr by 2032, The Indus Valley is eyeing international shores to bring India’s culinary traditions to a wider audience.
Today’s consumers are hungry for green choices, and The Indus Valley is serving it up with a focus on eco-friendly packaging and responsibly sourced materials. From reducing their carbon footprint to advocating for sustainable living, the brand is aligning its goals with a planet-first mindset.
Now, what’s cooking in your kitchen?
Ever tasted childhood in a bottle?
That’s exactly what Paperboat has been serving up since its inception. From aam panna to jaljeera, this homegrown brand has been blending nostalgia with modern marketing to carve out a unique place in the Indian beverage market.
Paperboat isn’t just about sentimental sips—it’s a business powerhouse with a growth playbook that every D2C brand can learn from. From tackling supply chain challenges to leveraging social media storytelling, they’ve done it all with flair.
Let’s dive into their growth playbook, one sip at a time.
The idea for Paperboat sparked during a brainstorming session when Suhas Misra brought homemade aam panna. That sip triggered a conversation with fellow co-founders Neeraj Kakkar, James Nuttall, and Neeraj Biyani, and the concept of commercialising ethnic Indian drinks was born.
Hector Beverages, the parent company, was initially focused on energy and protein drinks like Tzinga and Frissia, but the launch of Paperboat in 2013 shifted their strategy entirely.
The goal? To revive India’s traditional beverages and make them as accessible as any cola or packaged juice.
Paperboat’s growth has been as refreshing as its drinks:
💠 INR 585 Cr revenue in FY24
💠 1400% growth in dry fruit sales
💠 3X jump in social sales following regional expansion campaigns
💠 15% offline sales growth during festive season
Making nostalgia scalable isn’t easy, but Paperboat nailed it with smart supply chain strategies.
Initially, Paperboat relied on manual tools like spreadsheets for order processing and inventory management. This siloed approach led to issues such as:
❇️ High labeling errors (45%), causing shipment mix-ups
❇️ Limited visibility across marketplaces, leading to missed revenue opportunities
❇️ Return rates exceeding 5%
In 2021, Paperboat partnered with EasyEcom, an AI-driven order management system, to streamline operations. The results were game-changing:
🔥 Order processing accuracy hit an impressive 99.8%
🔥 Returns dropped to 2.5% within 28 days, thanks to automated reconciliation tools
🔥 Inventory management became 70% more efficient, enabling faster data retrieval and stock updates
🔥 Integration with Amazon and Flipkart seller models led to an 81.4% ROI jump
Paperboat’s secret weapon? Storytelling. The brand sells memories, literally.
With around 200K Instagram followers, Paperboat’s whimsical, illustration-heavy posts celebrate childhood games, traditions, and festivals, and their posts do go viral.
Their doypacks are as memorable as their drinks. Inspired by NASA’s astronaut-grade beverage packaging, Paperboat’s designs evoke nostalgia and are easy to spot on store shelves.
From publishing reprints of The Jungle Book to launching Half Pants Full Pants—a book celebrating childhood memories—Paperboat extends its storytelling beyond ads.
Their ad campaigns, narrated by legends like Gulzar and written by lyricists like Swanand Kirkire, are cinematic experiences that make you relive your childhood.
Paperboat isn’t just about drinks anymore. Their dry fruit category saw a 1400% sales spike in FY22-23, proving their ability to extend nostalgia beyond beverages.
By focusing on an 80% high-performing inventory load, they’ve ensured their shelves are always stocked with customer favorites.
Localised campaigns have ramped up distribution in general trade, leading to a 3X jump in social sales.
So, which flavor takes you down memory lane?
Some reels just stay with you.
Like the one where Bella Vita Organic’s CEO, Aakash Anand, strolled into a store, asking sales executives to guess the perfume he was wearing.
They said Ralph Lauren Romance and Bvlgari AQVA—luxury fragrances priced at INR 6,000+.
The twist? Aakash was wearing a Bella Vita Luxury perfume, priced under INR 1,000.
Now that’s how you make a statement.
But Bella Vita Organic isn’t just about affordable luxury fragrances. It’s a fragrance-forward brand that also dominates the bath, body, and skincare space.
Before Bella Vita Organic became the powerhouse it is today, it was a salon chain run by Aakash’s mother Anju and sister Ashima in Gurugram. But, customers loved their handmade, organic, toxin-free beauty products so much that the family decided to pivot.
By 2018, Bella Vita Organic transitioned into a full-fledged D2C brand, keeping the salon’s legacy alive in its ethos.
Aakash took charge as CEO, combining his entrepreneurial drive with his family’s expertise to create a brand that embodied sustainability and accessibility.
🔥 INR 250 Cr GMV in FY23, up INR 100 Cr from FY22
🔥 72 SKUs across eight categories, including skincare, haircare, and fragrances.
🔥 10L+ units produced every month
🔥 60% sales from Tier 2 and Tier 3 cities
🔥 INR 200 to INR 500 ASP
🔥 7% to 10% MoM revenue rate
Where most beauty brands aim for a 10X profit margin, Bella Vita Organic keeps it real with a 4X range. How?
By cutting unnecessary overheads, manufacturing in-house, and focusing on affordability without compromising quality.
This strategy has made them especially popular in Tier 2 and Tier 3 cities, which now account for 60% of their customer base.
ella Vita Organic’s omnichannel approach is nothing short of a masterclass:
Website Dominance: With 45% of sales coming from their site, Bella Vita Organic has invested heavily in creating a seamless, personalized shopping experience.
Marketplace Magic: Partnering with Amazon, Flipkart, and Nykaa has helped capture an additional 40% of their audience.
Retail Expansion: Their recent foray into offline retail contributes 15% of total revenue and targets customers who prefer a touch-and-feel experience before purchasing.
Collaborating with martech platforms like MoEngage and WebEngage, they offer personalised post-purchase experiences, birthday discounts, and exclusive offers that build long-term relationships with customers.
Regular product launches keep the lineup fresh, ensuring customers always have something new to look forward to.
Just like any other D2C brand, Bella Vita was struggling with last mile deliveries. So, they took a bold step.
Great products are only half the battle; timely delivery is the clincher. Bella Vita Organic tackled this with a logistics makeover in 2021, partnering with Pickrr, a leading 3PL firm.
The results?
❇️ Delivery TAT slashed from 7 days to 2-4 days
❇️ Return-to-Origin rates cut down to 15% through smart address verification and OTP-based order confirmation
Bella Vita Organic isn’t stopping at skincare. In 2022, they raised $10 Mn in Series A funding to launch IDAM House of Brands, a multi-brand venture aimed at creating eco-friendly D2C products across categories.
With Bella Vita Organic as the flagship, IDAM has already acquired niche players like Bevzilla, a brand that makes jaggery-based coffee cubes, and MeeSoGood, a premium dark chocolate D2C brand.
The vision? To become the Hindustan Unilever of D2C brands, offering masstige (premium yet affordable) products to consumers globally.
The brand isn’t just riding the D2C wave—it’s steering it. Here’s what’s on the horizon:
Global Expansion: With plans to set up a New Jersey office, they’re gearing up to take their farm-to-face ethos to the U.S. market.
Sustainability Goals: Expect more eco-friendly packaging and a continued focus on non-toxic, ayurveda-based formulations.
Deeper Retail Penetration: As offline retail grows, Bella Vita Organic is set to capture even more walk-in customers.
With the Indian organic beauty market expected to hit INR 10,000 Cr by FY26 and the global market projected to touch INR 338 Cr by 2030, Bella Vita Organic is perfectly positioned to grab a sizable slice of this pie.
Until the next one, stay fragrant!
51st Edition and I wanted to make your Saturday evening delightful. So, I thought to put the spotlight on a homegrown D2C brand in the fashion sector.
The pace at which this brand is growing, it will soon become a Unicorn. Any guesses?
I will drop some more cues 👇
💠 69% revenue growth from INR 376 Cr in FY23 to INR 637 Cr in FY24
💠 131% surge in net profit from INR 32.2 Cr in FY23 to INR 74.5 Cr in FY24
💠 30% sales via online channels
💠 180+ exclusive brand outlets across metros and tier II/III cities
💠 INR 2400 Cr valuation in FY24
Of course, Rare Rabbit!
Make no mistake, this bunny is more than just running fast. This bunny is diligent, profitable, and has a sustainable business model.
But before we dive into the numbers and strategies, let’s rewind to where it all began.
For Manish Poddar, that dream began in the textile hubs of Kalbadevi, Mumbai. As a schoolboy, Manish didn’t carry schoolbags; he carried a VIP suitcase because it made him feel like a businessman.
He wasn’t a fan of classrooms or exams, but he was fascinated by colors, textures, and design. Taking leftover fabric from his father’s textile business, young Manish experimented with local tailors to create clothes inspired by his Bollywood idols, Amitabh Bachchan and Mithun Chakraborty.
It was during a visit to Europe that Manish found his big idea: bringing global fashion sensibilities to Indian consumers. Impressed by brands like Zara, he began designing and supplying garments to international giants, building a name for himself in European fashion circles.
But his heart was set on creating a brand for India. In 2015, Rare Rabbit was born.
His mission? To give Indian men more than just clothing—he wanted to sell style.
Rare Rabbit doesn’t just design clothes—it makes them, too. Manufacturing 70% of its garments in-house, Rare Rabbit maintains control over quality and costs. This operational model ensures premium fabric, superior cuts, and a faster turnaround on trends, all while saving 15-20% on outsourcing costs.
During the pandemic, this agility proved invaluable. While competitors struggled with disrupted supply chains, Rare Rabbit pivoted swiftly to cater to the rising demand for casual and athleisure wear.
Rare Rabbit isn’t just selling clothes—it’s selling a lifestyle inspired by global trends.
✴️ Minimalist European designs tailored for India.
✴️ Premium products like paper-made luggage from Tuscany and concept eyewear from Japan.
✴️ Quirky branding—shirts named Glass Break and Drive, and hidden rabbit logos in unexpected places.
By offering accessible luxury (INR 3,000 AOV), Rare Rabbit captures the aspirations of India’s affluent middle class.
Rare Rabbit has struck the perfect balance between e-commerce and physical retail.
✳️ High-Footfall Stores: Its curated, 1,000–1,500 sq. ft. outlets rake in an average of INR 80L To INR 1 Cr annually.
✳️ E-commerce Excellence: Rare Rabbit’s direct-to-consumer website captures 55-60% sales margins, thanks to its digital-first marketing and inventory control.
✳️ Marketplace Expansion: Collaborations with Myntra, Flipkart, Ajio, amplify reach without diluting brand identity. 10% sales are attributed to marketplaces.
Rare Rabbit has embraced innovative cost management workflows that not only keep expenses in check but also elevate the overall customer experience.
A major win for Rare Rabbit lies in its lean inventory management system. By leveraging cutting-edge technology to forecast demand, the brand ensures it stocks just the right amount of inventory. This precision reduces the burden of unsold items and markdowns, boosting cash flow by 10-15%. It’s a delicate balance of art and science that ensures shelves are always stocked with what customers actually want.
Rare Rabbit makes every square foot of its stores count. The brand’s smaller, thoughtfully designed stores are curated to perfection, keeping overheads low while delivering maximum impact. By avoiding large, sprawling retail spaces, Rare Rabbit optimises costs without compromising on the shopping experience.
And speaking of experiences, stepping into a Rare Rabbit store is nothing short of delightful. Every detail is designed to captivate:
🔥 Fragrances from Spain fill the air, making every visit a sensory pleasure.
🔥 Playlists from New York create the perfect vibe, reflecting the brand’s global inspiration.
🔥 Exclusive product curation includes high-fashion eyewear, artistic sculptures, and more, with price tags that can range up to INR 45,000
Rare Rabbit’s meteoric rise is no accident—it’s perfectly timed with India’s premiumisation boom. As disposable incomes grow and younger Indians embrace global trends, the demand for accessible luxury has skyrocketed.
And if you ask us, what works for Rare Rabbit, we would say boldness. Rare Rabbit doesn’t cut corners while exploring new business avenues.
Whether it’s launching a women’s line (Rareism), entering kids’ fashion (Rare Ones), or venturing into streetwear (Rare’z), the brand is building an empire that caters to every demographic.
It will be interesting to see how Manish takes advantage of the shift in consumption pattern of Indian audiences. Will he switch up the styles?
What do you think?
What a journey it’s been so far!
Over the last 49 editions, we’ve dissected, analysed, and celebrated some of the most groundbreaking trends, strategies, and growth stories in the D2C ecosystem.
From covering the rise of quirky brands to diving deep into market trends and emerging sectors, our newsletter has been your trusted companion in navigating the ever-evolving world of D2C brands.
As we toast to 50 editions of The D2CX Newsletter, let’s revisit the 5 most engaging topics we’ve covered—and give you a sneak-peek of what’s ahead.
Our deep dive into why and how Colorbar expanded horizons from pureplay offline to D2C—leveraging SEO optimisation and enriching customer experience by integrating AI-powered features on the website—garnered rave reviews. Readers showed interest in learning about how Colorbar is now generating 20% of its revenue from online channels. Read More
Our deep dive into the emerging pet supplements sector struck a chord with our audience – why the sector is on the rise, market trends and analysis, and lastly the opportunity that the sector has to offer D2C brands. Read More
The jewelry industry witnessed a landmark moment with the Titan-CaratLane acquisition, and in this edition of The D2CX Newsletter we had shed light on why this partnership was welcomed by both the parties. Also, there were insights on how CaratLane solved for trust deficit in online jewelry. Read More
From superhero-themed tees to minimalist staples, The Souled Store nailed the art of adaptability. Their omnichannel transition wasn’t just a pivot—it was a playbook for staying relevant and expanding product lines. Today, 40% of its sales are from non-fandom collections. Read More
This one, again, was another deep dive, but into the fast fashion industry – we had covered why ‘speed to market’ is the holy grail for D2C companies operating in this sector, and also highlighted the growth playbook of Snitch, a shark-tank fame D2C brand that’s growing leaps and bounds every quarter. Read More
As we step into the next 50 editions, you can expect:
🔥 Deeper dives into lesser-known but fast-growing (niche) D2C brands
🔥 More tactical advice on how to crack specific D2C sectors
🔥 Data-backed insights into emerging trends in the D2C landscape
Here’s to many more stories, strategies, and successes in the ever-dynamic D2C space.
Keep reading, keep growing with The D2CX Newsletter!
Let us know which topics you’d like us to explore next. We’re listening, always! 🚀
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