Direct Food Brands Hit a Wall. Embedded Wins.
Direct-to-consumer food brands in India are burning cash on unit economics that don't close. The winners are embedding themselves into existing platforms—quick commerce, D2C grocers, restaurant networks—where distribution already exists. Brand equity without distribution is inventory.
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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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