The Jaipur edition of D2CX Converge, hosted by Inc42 and Shadowfax, brought together over 70 direct-to-consumer (D2C) founders to discuss the evolving landscape of India’s consumer market. This event highlighted the strategic shifts necessary for building ₹100 crore brands in a rapidly changing environment. As India’s ecommerce market is projected to exceed $300 billion by the decade’s end, the focus is shifting from mere digital presence to creating resilient, omnichannel brands.
### Blue Tokai’s Omnichannel Strategy
During a fireside chat, Shivam Shahi, cofounder and COO of Blue Tokai Coffee Roasters, shared insights into the brand’s growth journey. Blue Tokai has scaled to a ₹650 crore brand by prioritizing consistent, data-driven growth and maintaining a strong omnichannel presence. Shahi emphasized that sustainable growth stems from understanding customer needs rather than chasing rapid expansion. The brand’s strategy involves being accessible wherever customers wish to consume coffee, whether at home, in cafes, or through quick commerce channels. This approach has allowed Blue Tokai to increase volumes and profitability, particularly in at-home consumption.
### Building a ₹100 Cr D2C Brand
A panel discussion moderated by Karnika Bansal of Shadowfax explored the complexities of building a ₹100 crore D2C brand. Founders emphasized the importance of making strategic channel choices, maintaining strong fundamentals, and focusing on long-term growth. Ankush Goyal of Aramya highlighted the value of proprietary channels, with 80% of revenue coming from their D2C website. Ritish Garg of Longway discussed leveraging marketplaces for awareness while maintaining a smaller direct business. Anup Kumar Khandelwal of Kirana King stressed the importance of omnichannel strategies for scaling, especially in essential categories.
The conversation also addressed the significance of disciplined execution, particularly in hiring. Founders were urged to consider long-term talent needs early to ensure alignment with company systems and processes.
### Implications for India’s Startup Ecosystem
As India’s D2C ecosystem matures, founders are navigating a more nuanced playbook that balances growth with profitability. The insights shared at D2CX Converge underscore the importance of operational discipline and customer-centric strategies. For founders, engineers, and investors, this means focusing on sustainable growth models and understanding the diverse channels that can drive success. The evolving landscape requires a keen eye on consumer behavior, especially in emerging markets like Jaipur, which are becoming pivotal nodes in India’s consumption story.
