How do the big Indian brands actually split revenue across D2C, marketplace, quick commerce and offline?
The short answer
There's no single template, scaled Indian D2C brands increasingly run five channels at once (owned site, marketplaces, quick commerce, social commerce, offline retail) with each assigned a distinct job rather than competing for the same sale. Roughly two-thirds of Indian startups surveyed in a 2025 Meta x Alvarez & Marsal study reported having adopted some omnichannel model, which tells you single-channel is increasingly the exception, not the rule, once a brand scales past early stage. Don't copy another brand's exact channel split, sequence channels based on your own stage, category and capital, and resist adding a new channel just because a competitor did.
A quick summary to orient you. The real value is below: the resources worth your time, from people who've actually done it, not us.
Here are the resources
Hand-picked from around the web, each with a note on why it earns your time. India-specific ones carry a badge.
3 resources3 India-specific2 link-checked
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Why we picked it
A current-year survey of what channel sequencing Indian founders are actually choosing, useful to sanity-check your own plan against what peers are doing right now rather than a strategy written years ago.
Why we picked it
The most structured, report-style resource in this pool specifically decoding what 'omnichannel' means operationally for Indian D2C brands, worth the deeper read once you're actually planning a multi-channel rollout, not just weighing D2C vs marketplace.
Why we picked it
A current industry-wide benchmark report covering the metrics (RTO, CAC, retention) that actually determine whether an omnichannel channel mix is working, useful to calibrate your own numbers against the broader Indian D2C landscape.
