2022年12月14日

D2C市场在印度将增长到3020亿美元,到2030年,与无数D2C品牌跨部门想利用市场机会并不是所有人可以扩展的高度D2C独角兽像Licious FirstCry或Lenskart,至少不是没有外部帮助Ananth时称,门萨俱乐部的创始人兼CEO,一个品牌,解码如何构建和新兴D2C品牌”有机会建立一个世界级的公司,印度卢比1000 Cr D2C品牌,从印度各地。未来10年是最好的时机，”门萨品牌的创始人兼首席执行官Ananth Narayanan说。考虑到笼罩印度初创企业生态系统的融资寒冬，人们可能会觉得这句话很大胆。但这并非毫无价值。根据Inc42的一份报告，印度的D2C市场将增长5.5倍，从2022年的550亿美元增长到2030年的3020亿美元。疫情爆发后，由于服务快捷、价格合理、更以客户为中心，大多数在线购物者纷纷涌向直接面对消费者的品牌，来自美容、时尚和食品等多个行业的无数公司试图利用这种加速增长。不幸的是，并不是所有的公司都能达到像boAt、Licious、FirstCry和Lenskart这样的D2C独角兽的高度，至少不是在没有外部帮助的情况下。这就是门萨品牌(Mensa Brands)等公司推出“品牌屋”商业模式的原因。Inc42的联合创始人兼首席执行官Vaibhav Vardhan与Mensa Brands的创始人兼首席执行官Ananth Narayanan的对话，讲述了Mensa Brands作为独角兽创始人的核心经验，度过初创公司融资寒冬的最佳方法，以及建立一支优秀团队、健康的公司文化和伟大的品牌故事的最佳实践。门萨跟踪快速增长的D2C品牌进行收购、融资和扩张，同时为其创始人提供利润丰厚的退出机会。 More than 20 D2C startups such as Karagiri, MyFitness and Pretty Krafts are currently associated with this ‘house of brands’ and experiencing exponential growth. Recommended For You: Narayanan described his long and varied entrepreneurial journey as ‘unusual’ (again, an understatement). Initially, he was an automotive consultant, working with McKinsey for 15 years. Next, he served as the CEO (B2B fashion) at Myntra and set up an e-pharmacy called Medlife with two other founders (merged with PharmEasy in May 2021). Post this, Mensa Brands was launched in May 2021 and grew to become India’s fastest unicorn . The road was fraught with challenges, but that made it all the more exciting. Narayanan believes where to play matters much more than how because if your startup is not playing in a large market, it is a problem. Mensa’s general thesis is that as GDP per capita increases in the next 10 years, there will be a higher demand for ‘distinctive’ brand assets deeply linked to social codes/values. But the brand value alone cannot take it off the ground. Although it is supposed to be easy to start a D2C brand in India, it is tough to scale the same. “In India, there are 4,000 brands worth INR 10 Cr to INR 100 Cr in the fashion, beauty and home decor space. But they all stagnate at that level for various reasons such as [the lack of] technology, people and capital. I felt it would be an interesting space where you could scale brands,” explained Narayanan. There can be other critical challenges. Despite D2C’s tremendous success online, adopting an omnichannel strategy is the future, as most Indians still prefer to shop offline. “If you want to build an INR 100 Cr+ brand, at least 30-50% of your business must come from offline. Only then can you build at scale, and I think that’s one important realisation,” said Narayanan. Google Cloud is offering technical training and business support. To get access to startup experts and other Google-wide offers, including Cloud cost coverage (up to $100,000 for each of the first two years), Click here .