D2C Supplements: Why Niche Fails Before Scale
India's D2C supplement market grew 45% YoY to $320M in 2023. Winners aren't starting broad or staying narrow—they're sequencing from hyperspecific verticals into adjacencies. Unit economics collapse at scale without this discipline.
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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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