Article · ~15 min read (playbook intro)

Inside India's D2C Rush (Inc42+ Playbook)

Inc42 Team · Inc42 Freemium Intermediate India

A grounded look at how Indian D2C brands handle acquisition, rising CACs, social commerce and repeat purchase, with real examples like Pee Safe and Bewakoof.

  • Indian D2C growth relies on social, video, content and influencer channels, not just ads.
  • As CACs rise, brands build owned media to own attention instead of renting it.
  • Repeat purchase and AOV keep a customer profitable despite high acquisition cost.
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The question it answers

  1. How do Indian D2C brands keep paid acquisition sustainable as CACs rise?

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