D2C

Insights, strategies, and founder stories from India’s fastest-growing direct-to-consumer brands, covering growth hacks, funding journeys, and customer acquisition tips.

5 Articles

Eluxier founders Praveen and Priyanka Singh with their natural sunscreen helioSHEAR

Eluxier: Can pharmacists beat Big Beauty?

Eluxier began when founders Praveen Singh and Priyanka couldn’t find a sunscreen safe enough for Priyanka’s sun allergy. Today, Eluxier’s “sun care beyond SPF” philosophy is redefining how India thinks about healthy skin. From identifying 581 harmful chemicals to creating their “Dirty 30” exclusion list, Eluxier is proving that beauty rooted in acceptance can also be deeply scientific.

By Georgy V Cyriac 5 min read 21 days ago

Petzify founder Abhijit MR with AI pet consultant Pawdoc for smarter pet care

Petcare D2C Podcast The First Brick

Petzify: Can AI Fix Pet Parenting in India?

Petzify founder Abhijit MR realised most Indian pet parents lacked awareness about nutrition and healthcare. His first leap was creating Pawdoc, an AI-powered 24/7 pet consultant that guides owners on everything from deworming to late-night emergencies. Today, Petzify is helping hundreds of pet parents make smarter, kinder choices for their furry family members.

By Georgy V Cyriac 4 min read October 2, 2025

D2C Apparels Podcast The First Brick

Feet Picks unveils the button that ends lost socks

Feet Picks, led by marketer-turned-founder Jyothika Mary, began with a cheeky brand name and zero designs. After 1.5 years of testing and a self-filed patent, her SockLock button system is ready to make missing socks a thing of the past. The brand is now rolling out on Amazon, Myntra, and quick-commerce platforms.

By Georgy V Cyriac 4 min read August 11, 2025

From Pilot to Entrepreneur: Mythreyee's Skincare Journey

Podcast D2C Skincare The First Brick

Vriksha Essentials wins loyalty with zero-synthetic skincare

Mythreyee Venkatesh flies jets at 6 AM and ships her skincare orders by 6 PM. A pilot’s calm meets a founder’s chaos. The story of how Vriksha Essentials came to be.

By Georgy V Cyriac 4 min read August 6, 2025

India’s Gaming Chair Gambit: A Founder that is Betting Big on Quality

Podcast D2C Gaming The First Brick

Lethal Black helps gamers choose chairs built to last

Most don’t leave a decade-long job at Goldman to sell chairs, but most don’t spend weekends obsessing over foam density either. Saeem Samad, founder of Lethal Black did just that.

By Georgy V Cyriac 3 min read July 28, 2025