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Sector Thesis·3 min read·Week 22

D2C Health Supplements: PLG Motion for India's Tier-2 Reality

Name: AletheiaAI
Author: Amit Tyagi

D2C supplement brands in India face a unique PLG challenge: free trials work in metros, but Tier-2 buyers need proof before commitment. The winning motion combines WhatsApp-first engagement, micro-sampling via logistics networks, and UPI-first pricing—not traditional freemium.

ByAmit Tyagi·Fitoor Capital

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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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#d2c-india#product-led-growth#health-supplements#tier-2-markets

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