Limited Supply S14 E7: The Truth About DTC and Distribution (with Gulshan Kumar, CEO + Co-founder of Swishables)
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Nov 12, 2025 Gulshan Kumar, CEO and co-founder of Swishables, transforms the mundane world of mouthwash into a brand that resonates. He discusses the importance of distribution-first thinking for scaling products, revealing that true growth stems from selling channels rather than just the product itself. Gulshan emphasizes finding unique markets like hotels and restaurants and creating a brand moat against competition. He highlights the value of selling emotional outcomes, like confidence, and urges founders to focus on meaningful metrics over typical returns.
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Distribution Defines Scalability
- Swishables was built distribution-first, not DTC-first, because distribution defines scalability for Gulshan.
- He measures scalability by how many distribution points a product can have, not just manufacturing ease.
Validate Unit Economics Early
- Evaluate unit economics before committing; logistics and input costs can break a business fast.
- If shipping or materials make the margins impossible, don't proceed until the economics work.
Find White Space Outside The Shelf
- White space isn't just a gap on a grocery shelf; it's channels outside traditional retail or DTC.
- Create distribution in low-competition places (blue oceans) like hotels, golf courses, and other discovery points.