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D2C Landscape in India and Overseas

By Aresh Mishra
As technological advances and supply chains have made it possible for retailers to reach consumers directly, the D2C landscape of India shows potential for future profits.

There's a paradigm shift in the eCommerce section. The Direct to Customer or D2C landscape of India has shown a lot of profit potential for the future. This potential comes from the 190 million online shoppers who prefer to buy authentic products directly from emerging brands. The growth of D2C reflects in the emergence of more than 800 homegrown D2C brands in the pandemic and post-pandemic years. These homegrown brands are here to stay and continue to make profits without much involvement from middlemen. As per an Inc42 report, the D2C market is expected to grow between 2021 and 2030 at a CAGR of 24% and will have a USD 300 billion market opportunity by that year.

These brands took a digital-first approach at the start of the pandemic. As digitisation continues to evolve, D2C brands make increasing profits by appealing to the customer on multiple platforms. Almost all D2C brands in India and abroad are functioning with the help of their omnichannel presence. Online shopping, the use of mobile devices, and digital literacy at the ground level have brought D2C brands closer to people. In this article, the evolving landscape of India and overseas becomes clear.

D2C Landscape in India

The current scenario of D2C in India is booming because more brands are taking the digital-first approach. The digital-first brands leverage the internet to sell to customers directly. This is profitable for brands because they do not have to sell through chains of middlemen and distributors, like outlets, third-party aggregators, etc.

A cell phone screen displaying an d2c/online store with a shopping cart icon next to it

The efficiency of supply chains and technology have made it possible to reach customers where they are. Retailers, especially e-retailers, are having the time of their life selling new innovative products to customers through the internet.

The success of the D2C industry is closely linked to internet use in India. More than 700 million people in India use the internet today. Moreover, social media platforms like Facebook and Instagram are supporting brands by turning them into online marketplaces. For example, Instagram rolled out the Instagram Checkout feature for D2C brands. On the other hand, Facebook provides personalized recommendations of ads and products based on their online activity.

According to the studies of Growth Jockey, the number is ever-increasing. Compared with the global overview of D2C, India is the third largest D2C market globally, with about 600 D2C brands.

The D2C landscape Abroad is led by the USA and China. However, with an annual revenue of 1.6 billion USD, India is a leading global stakeholder in the D2C landscape. Growth Jockey projects that the national D2C market will grow to a value of USD 22 billion in 2025.

By 2025–26, Indian brands will hold 10% of the global D2C market. This tremendous D2C market growth projection comes from India's tier II and tier III cities, where people want to experiment with new brands and products.

Global D2C market insights

When we look at the global market for D2C brands, the total customer base is 64% of all the customers in the world. The growth of the customer base for the D2C market has increased by 15% since 2019.

By 2027, the global D2C market will grow by 40%. The total valuation of the market will be $60 billion in valuation. The global D2C landscape is also evolving as new brands go towards the digital-first route. The rise of digitization has brought D2C brands to the fore.

Digital portals that work as online marketplaces offer a great platform for D2C brands to connect with consumers and start selling directly. With the D2C approach, brands keep the larger chunk of profits to themselves and become a success in the long run. At a time when customers want brands to be more relatable and personalized, the D2C approach is a hit.

In the Comparison Of D2C Nationally And Globally, it is clear that Indian brands like Plum Goodness and Mensa are going global. Like US brands slowly entering the Indian landscape, Indian brands are eyeing the international audience. With a brand message that is inclusive and global, Indian brands are trying to leave a global footprint.

Today, Indian brands are active in different segments of the D2C market. These include beauty, electronics, and even pet care brands. When global brands enter the Indian market, they Indianize products to make a greater impact on consumers. Similarly, Indian D2C brands are mastering the Indianisation of products with a global message.

When Growth Jockey studied demand in the D2C market, we found that the highest demand for D2C products comes from smaller tier III and tier II cities. D2C consumer products are more in demand in smaller cities where customers cannot go to supermarkets and luxury stores. The homegrown appeal of these products is why D2C brands are here to stay.

Tier II and tier III cities generate more than 50% of the revenue for such brands. The digital-first approach of such brands reaches anyone with a mobile phone or a laptop. As mobile phones and other accessories are becoming very popular in India, the growth of D2C brands is spearheaded by internet users.

D2C brands are reaching out to diverse sections of the Indian population and creating products with an Indian appeal. Another aspect brands are targeting is the affordability of such products. D2C brands are looking towards making products accessible and affordable so that the larger population at the grassroots level can buy them.

Furthermore, D2C brands are opting for omnichannel marketing to reach audience segments. They are not restricted to only a single marketing space and are experimenting with the possibilities.

D2C brands are trying different approaches like floating online and offline stores. For example, Nykaa has offline stores and an online app for marketing products. Nykaa carries its products as well as other brands' products in such stores.

The trends of the Indian D2C market

D2C brands are tying up with grassroots-level retailers to reach more offline stores for direct purchases. The combined targeting of offline and online marketing is a good way of improving sales for D2C brands. Now that we know how the D2C landscape of India is evolving, let us look at future market trends.

1. Cause-driven brands

According to surveys by Growth Jockey, people prefer cause-driven brands that are more sustainable than legacy brands. The D2C market today caters to millennials and Gen Z. Consumers are looking for brands that show accountability and sustainability.

In an oversaturated market, the right way to do business is to start a brand with a strong message and stick to it for marketing strategies. More than 70% of the customer base wants to buy sustainable and climate-conscious products.

2. Personalization

Another variation In the landscape of D2C is the personalization of products. There are already many products in the D2C landscape from many brands. Most users look for personalized aspects that make them stand out from the crowd of generic products.

Products customized according to the customer and sold uniquely offer a better proposition than generic products. Customers are looking for unique products, and personalization offers them exactly that. Even in the digital landscape, products and services aim for better personalization.

eCommerce platforms offer personalized recommendations, and chatbots offer personalized communication and efforts from brands. Personalization across services and brands helps users connect with and engage with the brand story.

People want to connect with brands instead of buying whatever they see on the shelf. With an array of choices, comparison parameters are becoming more personalized and minute. Personalized products show that the brand puts effort into knowing its customer base profile.

3. Omnichannel marketing

No D2C brand isolates efforts from a single marketing channel. With extensive internet use, brands have multiple channels of interaction with customers.

D2C brands are targeting all these channels and driving omnichannel marketing strategies. Omnichannel marketing helps reach a wider audience range. As India has a huge population with diverse demographics, omnichannel marketing makes more sense than singular marketing.

From social media to short video platforms, influencer marketing to email marketing, there are many fronts on which D2C brands can be active. The advent of marketing technologies and other branding aspects helps carry out D2C sales with omnichannel marketing.

4. Voice-Based Search

Customers of the D2C landscape are big on intelligent technology. The use of assistive voice technology in different ways through a mobile phone is a major development.

People are doing online shopping on the go whenever they need it. The use of voice-based search technology supports this trend. Voice-based technology is used to search for exact products to order on eCommerce platforms.

Amazon has enabled the Alexa voice search option for customers. The convenience and utility factor of voice-based search offers a huge advantage to D2C brands. According to data gathered by Growth Jockey, more than 4 out of 10millennials use voice-based search for searching and ordering products from eCommerce platforms.


The future of D2C brands in India is very bright. India's large population, its diverse market, and its customer base are like an endless well of opportunities for D2C brands. D2C brands in the current Indian market are not afraid to reinvent themselves to target audience segments effectively. On the other hand, Indian D2C brands are not only aiming for the national audience but also setting their sights on the international market. With huge growth prospects, D2C brands from India are set to command a major chunk of the global D2C landscape.

At Growth Jockey, we're dedicated to helping D2C businesses overcome the unique challenges they face in today's competitive landscape. Our customized solutions are designed to address these challenges and drive growth for your brand, whether you're a small-scale enterprise or a large corporation.
We understand that growing your D2C business can be a daunting task, but with our expertise and commitment to delivering results, you can take the next step towards unlocking your brand's potential.

Get in touch with us today to scale your D2C business!

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3rd Floor, GJPL, Time Square Building, Sushant Lok, Gurugram, 120009
Ward No. 06, Prevejabad, Sonpur Nitar Chand Wari, Sonpur, Saran, Bihar, 841101
Shreeji Tower, 3rd Floor, Guwahati, Assam, 781005
25/23, Karpaga Vinayagar Kovil St, Kandhanchanvadi Perungudi, Kancheepuram, Chennai, Tamil Nadu, 600096
19 Graham Street, Irvine, CA - 92617, US