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D2C market in India - statistics & facts

In India, with roughly over 600 million internet users and 185 million online shoppers, the country has the third-largest digital shopping base after the United States and China. This means that D2C, or digital-first brands, which use the online platform to sell directly to the consumers without the traditional distribution network of wholesalers, stockists, and retailers, are experiencing an upsurge. Currently, India is home to 600 or more direct-to-consumer brands with estimated market size of over 66 billion U.S. dollars in 2023. D2C brands experience more freedom relative to realigning, and launching new products, and give an opportunity to change since the operations and supply chains are simpler and more efficient in this segment. Companies using the direct-to-consumer (D2C) channel inevitably develop an emotional connection with their customers, informed through a distinctive brand identity and an apparent value offering.

D2C brands in India

D2C brands are available across a wide range of segments such as grocery and gourmet, beauty and personal care, health care, consumer electronics, and many more. A great combination of major and mid-sized investors has supported India's D2C initiative. As a result, there was an increasing amount of funding in the D2C brands in the early stages. About 105 deals were invested worth 2.14 billion U.S. dollars in D2C brands in 2021. In three or five years following their start, several D2C brands in India have surpassed the one million Indian rupees revenue threshold. Lenskart, Licious, BoAt, and Mamaearth are D2C brands filling niches, building aspirational brands, and adding remarkable value to their respective industries. Generation Z consumers who heavily rely on digital platforms for updates and trends have a stronger readiness to try out new brands and shop online. This has resulted in expanding personal buying trends that are ideal for D2C's targeted and customized purchasing proposal.

Growth in D2C sector

One factor contributing to the D2C boom is the convenience of establishing online stores. This has been, made possible by start-ups and new-age companies involved in developing a blockchain that was better able to fill in logistical gaps and affording them the possibility of creating online storefronts. Despite this, D2C companies lack the capacity to compete with established e-commerce sites like Flipkart and Amazon. In fact, a majority of them sell on online marketplaces. Some companies even profit more from marketplaces than from their own channels. In contrast, the marketplaces saw a growth of 59.6 percent while branded websites grew by over 80 percent in the fiscal year 2022. Moreover, selling via brand websites by large offline retailers is gaining momentum. Therefore, product and marketing innovation based on customer feedback is essential in building a successful brand relationship.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by A. Minhas, Dec 19, 2023

Key insights

D2C market size 2022
55m USD
Investment value of D2C brands
2.1bn USD
Largest segment in D2C sector
Fashion and accessories
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Editor’s Picks Current statistics on this topic

Total addressable direct-to-consumer (D2C) market in India from 2015 to 2025 (in billion U.S. dollars)

D2C E-Commerce

D2C market size in India 2015-2025

Direct-to-consumer (D2C) market size in India in 2025, by segment (in billion U.S. dollars)

D2C E-Commerce

D2C market size in India 2025, by segment

Online fashion market size in direct to consumer (D2C) sector in India from 2015 to 2020, with estimates until 2025 (in billion U.S. dollars)

D2C E-Commerce

Online fashion market size in D2C sector in India 2015-2025

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D2C e-commerce in Europe
D2C e-commerce in Europe
B2C e-commerce in India
B2C e-commerce in India

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