Low D2C repeat purchase rates in India are almost always a brand problem, not a product problem. Here's why Indian D2C brands lose customers after the first order and how to fix the underlying cause.

Founders entering crowded Indian categories almost always feel 'everything has been done.' The brands that succeed find whitespace through category mapping. Here's the framework.

The Indian D2C boom created a generation of founders who are excellent at marketing and underprepared for branding. This is not a criticism. It's a product of the environment. Between 2019 and 2022, performance marketing worked. Instagram worked. The playbook was clear: good product, Instagram-native visuals, performance campaigns, influencer at launch. Thousands of brands used it to get from zero to ₹1–5Cr. The problem is what happened next. Customer acquisition costs rose o