Scale, fund & exit
Distributors & channel partners
Add feet on the street without hiring them.
Should I even bother with offline distribution, or stay D2C-only?
If your CAC on paid digital channels keeps climbing, offline is no longer optional - over 800 D2C brands in India now have some offline presence, a...
What's the difference between modern trade and general trade, and which should I start with?
Modern trade (organised retail chains, supermarkets) is the easier entry point - it works like ecommerce, chains buy direct, absorb some cost, and ...
How do I actually find and vet a distributor in India?
Distributors come through market visits, trade shows, referrals from other brand founders, and increasingly B2B platforms that shortcut months of g...
What is ONDC and should my brand list on it?
ONDC is India's open, government-backed digital commerce network - already connecting 370,000+ sellers across 800+ cities - that lets brands and di...
Is quick commerce killing traditional distributors, or do I need both?
Quick commerce and ONDC are eroding the distribution advantage that big FMCG players built over decades, but for most D2C brands they're a compleme...
What terms should I negotiate with a distributor (margins, credit, exclusivity)?
Nail down distributor margin (typically layered on top of retailer margin, so know your full trade margin stack before you agree to anything), cred...
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Every founder hits these, so they sit in the wider founder hub.
Co-founder dynamics, equity splits and conflict
eChai Partner Brands
