D2C â Startupsâ oxygen
IMC WEB DESK NEW DELHI: D2C brands are growing rigorously on India. This phenomenon of growing Q-commerce is paving a path for the upcoming brands in the country.
How is D2C helping in raising economy?
In terms of numbers, the Indian e-commerce market is projected to grow at a compounded annual growth rate of 19% between 2022-2030, while the D2C share of e-commerce funding in India for the same period is estimated to be 49%, this is according to data sourced from Kantar Internet.
MMA Global and Publicisâ toolkit says over 80% of D2C ventures are yet to achieve profitability, with the primary reasons being attributed to high customer acquisition costs, operational complexities and unclear returns on investments.
A statement put out by the two organisations mentions that while many traditional businesses have ventured into D2C, standalone D2C revenue remains modest, comprising less than 5% of overall ecommerce revenue for 50% of respondents.
D2C brands that are disrupting the market
It was founded in 2012 by Nitin Saluja and Raghav Verma, Chaayos sells a wide variety of tea and packaged food products.
It sells tea at its physical stores while other packaged food products are sold via ecommerce marketplaces and physical stores. In June 2022, it secured $53 Mn in its Series C funding round from investors including Elevation Capital, Think Investments, Tiger Global and Alpha Wave Ventures. It has raised $85.5M in funding to date.Â
Founded in 2013 by Chakradhar Gade and Nitin Kaushal, Country Delight sources milk and other food products such as ghee, cottage cheese, fruits and vegetables from farmers and delivers them to customersâ doorstep.
In May 2022, it secured $108 Mn in its Series D funding round from Venturi Partners, Temasek, SWC Global, Trifecta Capital and a slew of other investors. Prior to this, it had also raised $25 Mn in a Series C round led by Elevation Capital. So far, it has raised a total of $133 Mn in funding.
Founded in 2020 by Ankit Nagori, Curefoods is a cloud kitchen aggregator that houses several brandsâEatFit, Sharief Bhai, Aligarh House Biryani and CakeZone, to name a few.
It manages over 150 cloud kitchens in 15 Indian cities. In 2023, it raised  $37 Mn from Binny Bansalâs fund Three State Ventures.
In addition, Bollywood actress Nora Fatehi invested in Curefoods and, also, became the brand ambassador of its sub-brand CakeZone.Â
Set up in 2016 by Prateek Gupta and Sunil Shahi, D2C startup Desi Farms sells dairy products such as Malai Dahi, whole buffalo milk, Shrikhand, and Amrakhand, among others.Â
To eliminate intermediaries, the dairy startup partners with local farmers and procures fresh milk and milk products from them. Later, these products undergo rigorous quality checks at the processing unit, wherein the milk is treated without using chemical preservatives.Â
It delivers dairy products to customers without levying any charges and also provides customised subscription services to its users.
Founded by Vijender Reddy Muthyala and Manas Ranjan Hota in 2016, DrinkPrime offers subscription-based water purification services to households. The founders started their entrepreneurial journey by building a platform, called Waterwala, to deliver drinking water cans to people.Â
Later, the startup pivoted to a new model and began offering subscription-based customisable water purifiers to customers. The companyâs RO purifiers deploy Internet of Things (IoT) to offer customised offerings and cater to the water purification needs of families living in different localities.Â
Founded in 2020 by Rajat Jadhav, Rahul Krishnan, Harsh Singh, and Mohit Yadav, Bold Care is an end-to-end menâs health and wellness platform that centres around sexual health, hair care and daily nutrition.Â
It sells sexual wellness kits, complete hair care packs, and natural supplements to boost immunity, sleep, haircare, and sexual health. Accelerated by Huddle, the health and wellness D2C brand has so far catered to 2.3 Lakh men and sells its products on marketplaces and its own website. The startup has secured $3 Mn in funding to date.
Founded in October 2020 by Harini Sivakumar, Earth Rhythm is a beauty and personal care brand that sells a host of haircare, skincare and body care products. It also sells zero-waste products including toothbrushes, vanity bags, combs and soap dishes, among others.
The Delhi NCR-based claims to have 160 stock-keeping units (SKUs) and has served over 150K users to date. It has raised a total of $1.2 Mn in funding from Anicut Capital. It aims to reduce the carbon footprint and at the same time, use sustainable ingredients in making its products.Â
Foxtale is an omnichannel  beauty and personal care (BPC) brand that sells skincare products such as serums, masks, moisturisers, face washes, sunscreens, among others.Â
Founded in 2021 by former venture capitalist Romita Mazumdar, Foxtale primarily sells its products through its own website, online marketplaces as well as offline stores. It claims to have a presence across 1,050 offline retail stores and 50 modern trade chains.
Backed by marquee names such as Panthera Growth Partners, Matrix Partners India and Kae Capital, Foxtale has raised capital in excess of $18 Mn till date.Â
Good Health Company (GHC)
Founded in 2021 by Samarth Sindhi and Saurav Panda, Good Health Company (GHC) is a subsidiary of Raksha Health.Â
GHC sells a range of men-focussed wellness and personal care products, including anti-hair thinning kits, hair regrowth, beard care kit, and glowing skin kits, among others.Â
It also offers free consultations to customers regarding their skincare, haircare and sexual health problems.So far, it has raised $20.7 Mn funding from a number of investors.
Himalayan Organics is a D2C nutraceutical startup that was founded in 2018 by Vaibhav Raghuwanshi and Suditi Sharma. The company offers a variety of products across several categories, including beauty, skincare, immunity boosters, and haircare.
To provide the best service to its customers, Himalayan Organics collaborates with nutritionists and dieticians to offer free consultations.
The company mainly sources raw materials from the Himalayan region and uses natural ingredients such as fruits, vegetables, herbs, seeds, and nuts to manufacture its products.
Apparel and Footwear Startups
Founded in 2012 by Prabhkiran Singh and Siddharth Munot, Bewakoof sells a wide variety of clothes, stationery items, footwear and mobile accessories on its website.
The D2C brand also sells a host of merchandise clothes and accessories in partnership with Marvel, F.R.I.E.N.D.S, Star Wars, Disney, DC and Looney Tunes.
In August 2021, it secured $8.09 Mn in its Pre-Series B funding round and in December 2022, Aditya Birla Groupâs house of brands business TMRW invested INR 200 Cr in the D2C startup Bewakoof.Â
Set up in 2020 by Minu Margeret, BlissClub sells a host of womenâs activewear including bottom wear, sports bras, tops, tees and co-ords, among others. Under the BlissQueen Royalty Program, the D2C startup offers reward points to its loyal customers.Â
In May, the Bengaluru-based D2C startup secured $15 Mn in its Series A funding round. It has raised a total funding of $17.25 Mn to date.
The startup claims to have grown its sales by 25X over the last year. It aims to attain an annualised revenue of INR 100 Cr by the end of 2022.