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Direct To Consumer (D2C) Brands in India - The Complete List (2021)
Direct To Consumer (D2C) Brands in India - The Complete List (2021)
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11/10/2021, 12:46 Direct to Consumer (D2C) Brands In India: The Complete List [2021]
In past few years, More than 800 new-age brands from India gone Direct-
to-Consumer, by eliminating the middlemen.
We've curated a list of these new-age D2C startups that had the greatest
market impact in this space.
Here are the top D2C brands we're going to cover in this post:
MyGlamm
Mama Earth
SUGAR Cosmetics
BoAT
Go Noise
Licious
Country Delight
HealthKart
Sleepy Owl
Wakefit
Pepper Fry
Lenskart
Melorra
Flathead
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The company generates 99 per cent of its sales through its own platforms,
unlike other brands relying on e-commerce platforms.
MyGlamm also operates its own training academies besides its beauty
services.
Its training academy offers courses in beauty, hair, and makeup,
generating extra revenue.
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This training course costs between 5,000 and 1.2 lakh rupees for periods
ranging from two days to six months.
During the pandemic, My Glamm increased its offline presence from 500
to 10,000 POS in Tier-2,3 markets.
By increasing the size of its distribution team, the venture able to reach
chemists and other mom-and-pop stores in this market.
By the end of this year, the beauty products start-up intends to increase its
point of sale from 10,000 to 35,000. It is also expanding its product
portfolio by entering the hair care market.
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Arvind and Ashwin Sokke; Manish and Karan Chowdhary are two pairs of
brothers who made their dreams come true through this company.
To date, WOW, is a hit in both the Indian and international markets. The
company has grown to be a $50 million (Rs 350 crore) enterprise, and its
brand,
It sells over 200 personal care and wellness products through its own
website, app and platforms like Amazon, Flipkart, and Nykaa.
One of their best selling drugs in Indian and the United States is Wow's
Apple cider vinegar shampoo.
Data analytics revealed that customers were using Apple cider on hair and
skin.
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Wow sold this 200ml product for Rs 399, whereas other competitors
charged up to Rs 1299 for the same product. Thus, pricing was an
important factor in the products' success.
Online advertisements were shown to users once they visit their website or
Video.
With revenue increasing 18 times in the last four years to Rs 340 crore,
the brand has experienced phenomenal growth.
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The company started with only 6 products and has since expanded to over
100 SKUs. They introduced 12 new products with ingredients Vitamin C &
Bhring Amla during lockdown.
The company used to sell baby products but now it's grown to become a
household name in the personal care industry.
Mamaearth products are being sold in 40 towns and over 2000 stores
across India.
Their products are also available on eCommerce platforms such as
Flipkart, Nykaa, Amazon etc.
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The brand has managed to sixfold its revenue to Rs 112 Cr in the fiscal year
2020 from Rs 17.9 Cr FY19, But despite a strong performance in FY20,
their expenses grew at almost the same rate to Rs 117.9 Cr from Rs 21.6 Cr.
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The brand launched in 2015 with products aimed at young Indian women
aged 18 to 25.
The brand products last long in all weather conditions and are compatible
with Indian skin tones.
Its products are available at Shoppers Stop, Lifestyle, Central, Health &
Glow, and NewU.
With 2,500 + retail locations in more than 130 cities, It builds a massive
distribution network.
The company established its presence in Russia and in the United States
And they plan to expand their retail presence in other countries, apart
from India.
The brand began by launching a line of matte crayon lipsticks and matte
liquid eyeliner.
Then expanding its product line by adding high pigment, long-lasting and
matte finish lipsticks and kajal.
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The growth of the Indian electronics industry has been rapid for the past
10 years.
Rising disposable income, easy access to credit and work from home
culture will be responsible for this growth.
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Listening to good music is the best way to treat yourself, and if you're
listening on a boAt device, it's the icing on the cake.
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The aim was to bring affordable, durable, and fashionable audio products
and accessories to millennials.
At the moment, its offline business accounts for 20% of its sales (worth Rs
100 crore).
It sells 10,000 units per day, 4 million units per year and served more than
20 million Indians to date.
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In 2019, boAt audio was the leading brand in the ear-wear category,
accounting for 27.3% of the market. There are two major reasons behind
their success:
1. All millennial buyers who buy any boAt accessory are referred to as
‘boAtheads'. Hence, the company is maintaining a happy
community of its customers.
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108.8 % from Rs 239.44 crore in FY 2019, and the best part: the company
has been profitable for five years in a row.
GoNoise began by selling smartphone cases after the founder sae the
smartphone revolution.
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They were one of the first brands in India to offer wireless earbuds called
NOISE SHOTS.
The brand is expanding into Tier II and Tier III markets through small
scale shops and stores.
The company is looking to partner with large retail stores with aims to
reach Rs 500 crore in annual net sales by 2022.
Licious is a meat and seafood brand offering the cleanest fish, chicken,
beef, and eggs.
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Ensuring that highest quality and fresh until it reaches the end customer.
With over 3500 employees, the company claims to deliver orders within
90-120 minutes. And it handles over a million orders per month.
Licious reported steady growth in the fiscal year 2020 by cutting its losses
by 66% to Rs 146.3 Cr. Whereas, the company's revenue FY20 increased to
Rs 138 Cr, while expenses increased to Rs 283.8 Cr.
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The concept of getting fresh milk is ingrained in our Indian culture, Yet it
has the quality of milk delivered to homes is far below what we expect.
Country Delight engages with the farmer, paying a premium for their milk.
This system improves the farmer's working capital cycle by paying them
earlier than others competitors.
Consumers can set their daily/alternate day milk subscription plans on the
mobile app as per their requirements.
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So far, Country Delight's milk sourced from 500 farmers within a 150-
200-kilometre radius.
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Before healthkart, the duo tried their hands in different sub-sectors within
healthcare.
From public healthcare to selling clinics SaaS software, both of them tried
two to three different business models.
After trials and errors, the two also realized that they wanted to be in the
consumer healthcare space.
Healthkart stock items in-store display & allow customers to place orders
online.
Third-party vendors such as Blue Dart, Shadowfax, DTDC, FedEx etc help
the brand with logistics.
The platform primary acquisition tool is its 110 offline stores across 40
cities.
Healthkart sells 10,000+ fitness, personal care and health products across
various categories.
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Sleepy Owl is a cold-brew coffee brand catering to the rise in demand for
brewed & gourmet coffee in India.
Its ground coffee beans steeped in room temperature water rather than
exposed to heat as in a traditional brewing process.
It takes at least 12 hours for the taste and flavour to filter, after which it's
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brewed for another 30 minutes in cold water. The brand source their
coffee beans from Chikmagalur, Karnataka.
Sleepy owl first product in the market was a 1.5 litre and a 600ml super
smooth black coffee box. The product is being sold at various trade outlets
and online channels at a price point of Rs 300-600.
They did their first trial launch at the Sports Fest at Jindal Global Law
School Sports Fest in March 2016.
The home has emerged as a place to live, work, unwind, work out,
educate the children and everything between
Due to the pandemic, The money spent on vacations has now spent
on home-related spending.
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This Bengaluru-based startups imports raw materials from Europe and the
Middle East & manufactures in India.
Wakefit delivered 4.5 lakh units to over 30,000 pin codes across the
country.
Founders did used video interviews of their first 100 customers during
early stages.
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The company delivers PAN India, including small towns and difficult
terrains such as Jammu and Kashmir.
For delivery, it has partnered with BlueDart, FedEx, and local companies
such as City Xfer.
Word-of-mouth has been the most effective tool in helping Wakefit grow.
Also, the company does content marketing on the importance of sound
sleep and health.
The brand also gone viral for its Sleep Internship initiative in 2020.
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The company drived the message home of the importance of sleep and
how it can be both satisfying and rewarding when done right.
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Pepperfry has over 3.5 million registered users and 5 million monthly
visitors to date.
They collaborates with the sellers and after verification, they get specific
items from the sellers.
The company owns 500+ vehicles used for order fulfilment. With over 20
Studio locations across the country, Pepperfry provides the best customer
service and products.
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To promote its products, the brand uses digital marketing, print media,
and television.
They collaborated with Satchi and Satchi on its first television commercial,
"Happy Furniture to You," to promote the brand.
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Among all the segments in D2C, fashion has the second-highest growth
potential to reach $43.2 Bn by 2025. Whereas, e-commerce to grow $ 188
Bn by 2025.
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Because of Work from home and fitness culture, Comfort wear category
athleisure seeing a significant growth.
Launched as an online portal for contact lenses, the company expanded its
product line to prescription and sunglasses as well.
Lenskart offers more than 5,000 styles of frames and 45 types of quality
lenses to its customers.
The designs are in line with the latest trends, thanks to team of designers
and stylists staying up to date on latest trends.
The brand gained traction by offering free eye check-ups and trials of
frames at home itself.
They used to send employees to connect with consumers who were either
hesitant to meet doctors or were lazy to go for an eye check-up.
As a result, one out of every two visits converted to a sale for the company.
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As of now, the venture has about 600 stores in over 66 cities including
Agartala. Raipur, Haridwar etc.
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But, Modern young woman wishes for contemporary jewellery that can be
worn daily from office outings to daily workwear. Unfortunately, several
old brands only make traditional jewellery for special occasions.
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With 75% of the brand's consumers under the age of 35 and 30%
under the age of 25, younger women of this generation are bound to be
interested in gold Jewellery.
The team hire from colleges as they realized that experienced jewellery
designers wouldn’t work well for their brand.
The startup sends fashion experts to the cover of Paris and Milan Fashion
weeks for keeping an eye on global trends.
The startup claims to have clocked a revenue run rate of Rs 160 crore in
3.5 years and a 400% Y-o-Y growth in FY 2019. The target is to
meet breakeven by the fiscal year 2023.
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The Indian footwear market is worth Rs. 73,000 crores ($10 billion+) and
is growing at a rate of 15% per year. The premium casual footwear segment
(prices ranging from Rs. 2000 to Rs. 6000) is estimated to be worth Rs.
8,000 crore ($1.2 billion).
Flatheads offers stylish and comfortable footwear for both work and fun
environments.
And wanted to offer people everyday wear everyday shoes matching their
personality & affordable.
The team took four months for consumer research to understand the use
case for the shoes they plan to build. For learning how shoes are made,
they visited Chinese factories, trade shows and met with suppliers as well.
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The founders received their first 100-150 orders from their family and
friends.
Major of their manufacturing is been sourced to china but with time, the
company has started manufacturing small volumes in India as well.
So far, Flathead had sold around 5200 pairs of shoes with 15-20% of their
customer buy again from them in 2-3 months. The company is growing at
20-25% M-o-M and clocking monthly recurring revenue of around Rs 30-
40 Lakh.
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Here are a few emerging trends we may expect to flourish going ahead:
D2C brands will be able to reach Tier 2-3 cities due to increasing
internet penetration.
Flexible payments options such as no-cost EMI, Buy now pay later
will enable people with a lower income to avail e-commerce
purchases.
space.
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Asking for feedback the right way might be stopping your newsletter from getting bigger.
Before the internet, consumers only had two options for buying goods: Order them and wait
for them to be shipped by post.Buy them from the nearest physical store at
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