Building and growing India’s DTC brands into a scalable business

Sangeeta Tanwar

With many direct-to-consumer (DTC) brands struggling to scale up despite tasting early success, the two Indian entrepreneurs behind Slurrp Farm and Open Secret share their experiences building and growing their brands.

The early success of several DTC brands like Mamaearth and boAt Lifestyle shows that low operating costs and the ability to net new customers quickly are helping DTC brands reach revenue milestones faster. Many DTC brands in the Indian market have hit the US$30–40 million revenue targets much faster than established brands.

However, it seems the DTC landscape is changing. At a time when the global economy is headed for a downturn, there are fears that growing competition and the fragmented market are going to make it harder for younger DTC brands to scale...

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