India’s D2C: Building The Differentiator In Niche Segments

The sectors across are witnessing emerging players competing with established giants in the capacity of scaling faster, comparatively. Addressing a niche segment is not a limiting factor instead the degree of the specific unique proposition. 

India is a huge market, D2Cs are ranging from apparel to pet food, from skincare to customised furniture and whatnot.

The Differentiators

Only words can’t help the brands to become big, it is extremely critical to have differentiating factors functioning and evident leading to gradual big successes, especially, in the early stage.  

‘What kind of chai do you drink?’ was a trial inducer and a differentiator for Nitin Saluja, Co-founder, Chaayos. 

Country Delight remained bootstrapped for the first four years of its existence but the Co-founder, Chakradhar Gade continues to be highly focused on what the customer wants, since the early stages and even till now.  

Experiment and Expand

To wisely utilise the capital raised, founders need to pay attention and ruthlessly prioritise. To successfully capture the expected market when the brand expands to the new geography, the dynamics change along with the kind of customers you acquire and their further expectations. 

Shivani Poddar, Co-founder and CEO, FabAlley mentions that around 50 per cent of the brand’s D2C business comes from international markets and FabAlley has reached a certain place in the country to decode the complex codes of reaching the depths of the consumer base.