D2C Supplements: Why Indians Won't Pay ₹500/Month Yet
D2C supplement brands in India are trapped between pharmacy pricing (₹100-200) and global SaaS pricing logic. Real willingness-to-pay data shows ₹200-300 is the ceiling for most metros. Freemium models fail here because habit formation requires 60+ days.
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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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