D2C Unlocked Chapter 5 : Namaste Dilli


The COVID-19 pandemic has contributed to a change in consumer behavior and a surge in D2C brands in India. With more people using the internet and smartphones, the country is now witnessing a rise in online buying despite previously being skeptical about eCommerce.


We were back in Delhi for Chapter 5 of D2C Unlocked, following four successful previous events. At this Delhi Chapter, D2C founders had the opportunity to connect with their peers and other industry leaders, as well as gain valuable insights from experienced professionals in the industry.


This time around, our speaker panel featured industry leaders, including Bharat Sethi, the founder of Rage Coffee, Anshuk Aggarwal, the co-founder of ADYogi and Jayant Rajan, the Agency Partner Manager at Meta – moderated by Nitya Sharma, the CEO of Simpl, who shared their experiences and knowledge on building a successful D2C brand. They discussed the strategies and insights that helped them stand out among other brands and attract customers.


The Rage Journey


Bharat Sethi, the founder of Rage Coffee, discussed his entrepreneurial journey and the mistakes he made as a founder. He explained how coffee, although not a traditional or ancient beverage in Indian culture, has become a staple part of many morning routines. 


Bharat also mentioned that India is the world’s 6th largest coffee producer. He emphasized the importance of branding in product recognition and how the name “Rage” was chosen for their coffee brand. 


When asked what sets Rage Coffee apart from other brands in the market, Bharat explained that they focused on tackling bigger problems in the market such as sourcing, ingredients, and manufacturing techniques, and made difficult decisions about production and distribution rather than aiming for quick wins. This, along with the fundamental differentiation of their product, helps set Rage Coffee apart.


AdYogi’s Growth


Anshuk Aggarwal, Co-Founder of ADYogi, shared his experience of building a business from scratch and how it differs from scaling an existing one. He acknowledged that it can be challenging to acquire the first 100 customers in the early stages of a business, but that utilizing effective marketing strategies can help to increase the customer base. 


He also mentioned how paid marketing channels such as Meta helped in getting the products recognized among customers. Anshuk also highlighted the importance of the quality of content and products in building a strong brand and competing with both local and global players.


He also emphasized that content is the driving force that can push the product forward, and a business becomes stronger when customers speak positively about it.


Meta’s Thoughts


Jayant Rajan, Agency Partner Manager at Meta, discussed the competitive nature of the market and emphasized that different strategies work for different products – emphasizing that it is important to understand the unique features and characteristics of the product you are launching and not to try to replicate the success of other brands. 


He also suggested that new brands should focus on both short-term profit and customer loyalty. While the customer acquisition cost (CAC) may be higher initially, the lifetime value of the customer will be higher, which leads to increased margins and cost-cutting in return on investment (ROI) and marketing. Jayant also talks about the importance of targeted marketing efforts to the right TG.


Key Takeaways:


  • Sometimes, having a well-designed product may not be enough, in such cases, branding plays a crucial role in making the product stand out in a crowded marketplace.
  • When scaling a business, it’s important to focus on solving real problems in the market related to sourcing, production, and distribution to make the product unique.
  • To be cost-effective and efficient, it’s important to use the right marketing channels and places to reach potential customers and avoid wasting resources on channels that don’t yield results.
  • The product’s content is the primary driver of its success, other factors come later.
  • Rather than trying to replicate the strategies of other successful brands, it’s important to understand the unique features and characteristics of your product and tailor your strategies accordingly.


Register for Chapter 6 in Bangalore, this Febrauary here…