Social Commerce: D2C Beats Channels in India Today
D2C social commerce in India now outpaces traditional channel distribution on three metrics: unit economics, inventory control, and speed to customer. Infrastructure maturity—Aadhaar, UPI, logistics—has shifted the risk calculus. Channels still work but require 40% higher margins.
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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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