Rishi Jain @rishijaincmo

Fractional CMO for Indian D2C (Rs 1-50 Cr). 18 yrs making things in factories, 10 yrs marketing them. I find the revenue leak before you scale spend. Agra, India Joined January 2022

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Rishi Jain @rishijaincmo

3 hours ago

The pattern: checkout vendors are quietly fixing what brand roadmaps never prioritised. Offer visibility is now a platform feature, and only the brands that switched got it. Check your own store today. Phone, one item in cart, count the taps until a discount field appears. If a code exists and the page does not show it, you are funding a new-tab detour on every single order.

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Rishi Jain @rishijaincmo

3 hours ago

Mobile is worse. At 375x812, all three native Shopify checkouts collapse the discount field behind an "Order summary" tap. Re-verified 24 August. On the device most buyers actually order from, the field does not exist until they go looking for it.

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Rishi Jain @rishijaincmo

3 hours ago

I opened five Indian coffee D2C checkouts on 29 July and opened the same five again on 24 August. Three still show an empty discount code box with no code anywhere on the page. The two that no longer do did not fix the box. They replaced the entire checkout.

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Rishi Jain @rishijaincmo

5 hours ago

@entrackr @manchanda_mukul Revenue up and losses widening 38% in the same year is almost always the quote, not the cost. Somewhere a rate card is doing charity. The cost sheet catches up in the annual report.

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Rishi Jain @rishijaincmo

5 hours ago

Two consumer rounds in one day. Asaya raised ₹88 Cr to enter offline retail. Third Wave raised ₹408 Cr for cafés and desserts. Nearly ₹500 Cr of fresh capital, and almost none of it is earmarked for digital spend. The money is buying shelves and floors. Offline runs on channel margin math, not CAC math. Distributor cut, retailer cut, fill rates. If your unit economics only work without a middleman, investors just told you what they think of that.

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Rishi Jain @rishijaincmo

6 hours ago

@Inc42 The 99X subscription is the headline, but the useful part starts next quarter. Brands finally get to read their logistics partner's margins in a public filing. Every rate card conversation changes when the vendor's gross margin is a published number.

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Rishi Jain @rishijaincmo

7 hours ago

Shiprocket listed at a 35% premium. Subscribed 99 times over, market cap past ₹10,000 Cr. The shipping line on every D2C P&L now answers to public shareholders. A take rate you could once negotiate over a call is now someone else's quarterly growth commitment. Budget for logistics cost to drift up, not down. Lock your annual rates before the first earnings call sets the tone.

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Rishi Jain @rishijaincmo

a day ago

Most D2C brands do not have a marketing problem. They have a pricing problem wearing a marketing costume. If the price only works when the discount is on, no amount of ad spend fixes it.

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Rishi Jain @rishijaincmo

a day ago

In the factory we never said bad timing. We said how many months of fixed cost the balance sheet can carry. Every marketing calendar I have seen since is that same question wearing better clothes.

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Rishi Jain @rishijaincmo

a day ago

A D2C brand pays rent three times on the same customer. Meta for the introduction. The marketplace for the sale. Quick commerce for the delivery. 35 to 45 paise of every rupee gone before product cost. Rented growth stops the day the card declines. Owned growth is slower. It is also yours.

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Rishi Jain @rishijaincmo

a day ago

@Inc42 Wakefit leading the week is worth sitting with. A brand built on sleep rather than discounting, outperforming in public markets. Slow categories with honest pricing keep proving they compound better than the ones that bought their growth.

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Rishi Jain @rishijaincmo

a day ago

@Inc42 @zetwerk Zetwerk at IPO scale is a bigger signal for consumer brands than it looks. A manufacturing marketplace going public means sourcing transparency arrives whether brands ask for it or not. The era of your vendor being the only one who knows the real cost is ending.

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Rishi Jain @rishijaincmo

a day ago

That chart is the whole quick commerce story. Discount-led platforms are renting demand, and the brands listed on them are renting it twice. Speed was a land grab funded by someone else's patience. The terms you get today were priced for growth, not profit. Model what happens when they are not.

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Rishi Jain @rishijaincmo

a day ago

Independence Day sale: e-commerce orders up 31%. FMCG nearly doubled. Read it as a dress rehearsal, not a win. The brands that clean up in November are asking what went out of stock, what sold only on discount, and what returns did. Diwali is 77 days out.