D2C Supplements: Why Supply Side Breaks Before Demand
D2C supplement brands in India face inverted network effects. Unlike marketplaces, they must hit 40-50k monthly active users before unit economics work. Supply-side liquidity—repeat purchase rate—matters more than customer acquisition.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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