How Indian D2C Brands Are Rewriting Their Playbook For Profitable Growth

Indian direct-to-consumer (D2C) brands are re-evaluating their strategies, store formats, and customer acquisition models, moving away from top-line growth to focus on contribution margins and long-term profitability, according to industry leaders speaking at Inc42’s D2C & Retail Summit in Gurugram. Neeru’s MD Avnish Kumar, Elements Wellness founder Rajesh Chandan, and The Bear House cofounder Harsh Somaiya shared insights on how their respective brands are adapting to evolving consumer preferences while scaling.

The Bear House founder Somaiya highlighted the importance of determining the optimal mix of sales channels. The brand began as a marketplace-first entity, grew its D2C platform, and is now expanding into retail, while also fine-tuning its channel strategy. Kumar explained that the company initially leveraged online marketplaces for customer acquisition, utilized its D2C channel to gather consumer insights, and employed physical stores to enhance brand experience.

For Neeru’s, a shift in consumer behavior prompted a reevaluation of store formats. The ethnicwear brand returned to larger, 5,000-6,000 sq ft experiential outlets following a trial period of smaller, 1,000-1,500 sq ft outlets. Kumar cautioned against the practice of aggressive discounting and rushing new products to market, emphasizing that sustainable profitability hinges on maintaining robust gross margins.

He likened the ideal product launch to a factory outlet strategy, where brands ensure products are well-positioned for sale periods.

Elements Wellness, an Ayurvedic brand, has achieved a ₹1,300 Cr revenue top line without heavy reliance on conventional digital influencer marketing. Chandan stated that the brand's growth strategy focuses on alternative customer acquisition models. Neeru’s also adopted a regional marketing approach, executing a successful campaign in Andhra Pradesh and Telangana featuring actor Sreeleela and a regional song released during Dussehra.

The campaign led to a significant surge in new customers within just 30 days, a feat Kumar attributed to the brand's targeted regional marketing efforts.

Across all three brands, a shared emphasis is evident in the pivot away from unchecked growth at any cost. Instead, channel economics, customer acquisition efficiency, and gross margins have become critical factors guiding the scaling of D2C companies.