Consumer / D2C brands

What this thesis means

Consumer and D2C investors back products that win on brand, distribution, and repeat purchase — apps, marketplaces, and digitally native brands. In India the thesis spans metro digital consumers and Bharat-facing commerce, often mixing online acquisition with offline retail.

These investors scrutinise contribution margins, repeat rates, channel mix, and whether brand equity survives CAC inflation. Pure paid-social growth without retention is a red flag. Strong founders show category insight, creative craft, and a path to distribution leverage (marketplaces, modern trade, kirana, or community).

Pitch the consumer insight first, then the economics. Show what happens after the first order, and why your brand or experience compounds instead of resetting every campaign.