Daybreak
The D2C boom is over. Mamaearth's IPO is proof
Nov 19, 2023
Varun Alagh, CEO and co-founder of skincare company, Mamaearth, discusses the challenges faced by D2C startups in the current market. The podcast explores the rise and fall of D2C brands, the unsustainability of the D2C boom, the shifting landscape of digital-first D2C brands, and the contrasting narratives regarding the future of Indian D2Cs.
16:03
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Quick takeaways
- D2C brands need to explore offline sales and distribution channels to grow beyond a certain point.
- Equity funding for D2C beauty brands is on a decline, signaling a challenging market.
Deep dives
D2C brands face challenges in the post-pandemic market
The post-pandemic market has brought challenges for digital first direct to consumer (D2C) brands, both in India and globally. Consumer goods sales in brick and mortar stores have rebounded, leading to decreased reliance on online shopping. To grow beyond a certain point, D2C brands need to explore offline sales and distribution channels. Mama Earth, a prominent D2C beauty brand, has shifted its focus towards offline sales and plans to open physical stores. This shift indicates a need for D2C brands to adapt their models to remain relevant in the market.
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