D2CX C9 Handbook

Impact Created By D2CX

Impact Created By D2CX

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D2CX

Fellowship Outcomes

40+ expert-led sessions

Learn proven strategies across growth, brand, marketing & ops from D2C specialists.

Personalized growth strategy

Leave with a tailored roadmap designed around your brand’s unique goals.

1:1 mentorship from top D2C founders

Get personalised advice directly from India’s top-performing D2C leaders.

Founder-only investor network

Connect with 250+ founders and investors inside a closed D2C community.

Core Sessions

Weekly, Live Sessions Taken By Instructors And Session Experts

Saturday 11:00 AM - 2:00 PM (IST)

Sunday 11:00 AM - 2:00 PM (IST)

Learning That Fits Your Schedule.

Working Sessions / Reviews

Weekly Assignments, Reviews and Feedback Sessions

Tuesday Assignment Briefing 8:00 PM - 9:00 PM (IST)

Thursday Working Sessions 8:00 PM - 10:00 PM (IST) APPLY NOW

D2CX Experts & Mentors

D2CX Experts & Mentors

D2CX Experts & Mentors

D2CX Experts & Mentors

D2CX

Week 1

Program Orientation, Product Moats, and NPD

Frameworks

Program Orientation: Understand the D2CX program's "why," structure, core values, and expectations to maximize participation benefits.

Product Moats: Learn what a product moat is, why it is critical for D2C brands, and the strategies (differentiation, innovation) to build and maintain sustainable competitive advantages.

NPD Frameworks: Gain insight into established New Product Development (NPD) frameworks, tailor them for D2C brands, and understand the step-by-step process from concept to commercialisation.

Strategic Expansion: Decode strategies for expanding product lines (vertical/horizontal), determining optimal launch timing, and applying TAM, SAM, SOM concepts for resource allocation.

Achieve PMF: Utilize first principles thinking to address consumer pain points, assess market dynamics, and use metrics like adoption/retention rates to gauge Product-Market Fit (PMF).

+30%

reduction in launch timeline

+50% improvement in PMF Success

Rajat Tuli

Ustraa

Deepak Aggarwal

Auric

Tarun Sharma

mCaffine

Malika Datt Sadani

The Moms Co

Shivani Soni

Beyoung

Siddhant Keshavani

Libas

+28% better product iteration loop

Week 2

Crafting Brand Identity and Building a Cult Brand

Brand DNA & Guidelines: Define core branding elements (design, communication), understand brand guidelines' significance for consistency (visual/verbal), and practice brand identity refinement.

Building a Brand Moat: Learn the fundamentals of brand marketing, measure its impact using KPIs, and identify suitable channels to amplify visibility and resonate with target audiences.

Creating a Cult Brand: Master methods for establishing trust, articulating the brand promise, and achieving holistic positioning covering pricing, packaging, design, and communication.

Visual and Verbal Branding: Delve into visual branding basics (logo, typography, imagery) and explore verbal techniques (messaging, tone, storytelling) for creating a distinctive brand identity.

AI for Brand Strategy: Utilize AI tools to expedite user research for NPD, craft brand strategy and communication, and decode core business models in the category.

+48% better alignment with Core ICP

+36% improvement in ROAS, improved creative communication

Umang Maheshwari

Schbang

Prakher Mathur

Conscious Chemist

Vedang Patel

Souled Store

Avnish Anand

CaratLane

Week 3

Website UI/UX and Conversion Rate Optimisation (CRO)

Website Setup & Automation: Select website platforms, customize themes/plugins, set up backend infrastructure (Shopify/WooCommerce), and implement automation for Email/WhatsApp/SMS.

Payments & Checkout Optimization: Configure seamless payment processes and optimize checkout experiences (e.g., one-page checkout) for improved conversion rates.

CRO Fundamentals: Decode Conversion Rate Optimisation (CRO), learn strategies to significantly improve conversion rates (e.g., 0.5% to 1.5%), and benchmark performance.

Optimizing the D2C Funnel: Identify top CRO levers, effectively track efforts, understand D2C funnel mechanics, and pinpoint specific optimization gaps.

AI for Visuals and SEO: Learn to create product shoots using AI tools (like Galaxy9) and leverage tools like ChatGPT to maximize SEO efficiency and content optimization.

FarziEngineer

Bhuvanesh Shashtri

The Landing Page Company

+63% improvement in website conversion +34% reduction in RTO +15% growth in prepaid users

Week 4

Social Media, SEO, and Influencer Marketing

D2C Social Media Marketing: Develop strategies for compelling storytelling, identifying target audiences, and creating high-quality, engaging content to maximize reach and engagement.

SEO for Organic Surge: Understand SEO fundamentals (on-page/offpage), optimize website content/structure for better ranking, and enhance authority through off-site strategies.

Influencer Marketing: Determine suitability for influencer marketing, find the right partners, establish fair pricing, and build playbooks for successful multi-channel campaigns.

Community Building: Strategies for fostering a loyal community through active engagement, utilizing user-generated content, and using analytics to optimize strategies.

Instagram Strategy: Explore foundational principles for crafting an Instagram content strategy for scale, including audience targeting, content formats, and production process optimization. +62% growth in brand followers on instagram

Week 5

Performance Marketing (Google & Meta Ecosystem)

Marketing Funnel Optimization: Master optimizing funnel stages for conversions and decode core performance metrics (CTR, CVR, ROAS) that drive success.

Mastering the Google Ecosystem: Understand Google's role in visibility, set up Search Console/Ads Manager/SEM Rush, and monitor performance using Google Analytics.

Advanced Google Ad Strategies: Gain insights into Google Shopping, Search, and Performance Max ad types, and implement best practices for high-performing, tailored strategies.

Guide to the Meta Ecosystem: Master Meta basics (Business Manager, ad accounts, pixels), explore advanced features, and implement best practices for high-performing creatives.

AI-Driven Social Marketing: Utilize AI tools to develop compelling stories and high-quality content, and use analytics to measure effectiveness and optimize strategies for better results.

Krishna Gupta BeyondAds

Chandra Bhanu BeyondAds

Week 6

Customer Loyalty, LTV, and Retention Frameworks

Customer Data and LTV: Understand methods for collecting customer data, scaling efforts, and calculating Customer Lifetime Value (CLV) using cohort analysis.

User Segmentation & Transition: Segment users (Power, Core, Casual) based on CLV and implement strategies to transition lowertier users to maximize customer returns.

Automated Retention Journeys: Orchestrate automated user journeys (post-purchase, cart abandonment, restock alerts) across Email, WhatsApp, and SMS channels.

Churn Analysis and Win-Backs: Analyze churn techniques, implement effective win-back campaigns, and continually refine multi-channel retention frameworks.

Short Video Content Strategy: Understand the mindset, strategies, tools, and frameworks for creating and editing effective short video content across various types (brand, product, testimonial).

+18% growth in LTV +22% Growth in 12 Month retention

Vanshikaa Oberoi

Fingerprint Labs

Ankit Dikshit

Meduit Umair Mohammed

Nitro Commerce

Week 7

Supply Chain, Logistics & Operations

Optimizing Delivery Experience: Enhance delivery speed and reliability through logistics optimization, WMS/automation/LMD, and transportation improvements.

Operational Efficiency & KPIs: Track essential KPIs (fulfilment rate, ontime delivery) to gauge operational efficiency and ensure transparent communication with customers.

Last-Mile Delivery (LMD) Optimization: Select reliable LMD partners, optimize packaging to minimize costs, and implement strategies for communication and delivery issue resolution.

Manufacturing & R&D Setup: Understand the end-to-end manufacturing process (ideation to QC), and learn how to set up R&D capabilities (budget, talent, technology).

Sourcing and Vendor Negotiation: Learn tips for sourcing raw materials, managing supply chain risks, and effectively negotiating with suppliers/ vendors for favorable terms.

Paras Batra

Shiprocket

Ankit Singhal

Shadowfax

Uday Singh

Zoff Foods

Srishti Tanwani

Indo Era

Anuj Nevatia

Baba Bucci

Week 8

Marketplace Scaling (Ecommerce and Quick Commerce

Growth Playbooks)

Navigating the Amazon Ecosystem: Understand the platform, listing procedures, tools for product research, and strategies to build brand awareness and visibility on Amazon.

Amazon Advertising & Logistics: Optimize product listings/sponsored ads, utilize advanced advertising (DSP), and implement efficient warehousing solutions (WH, MFN, Seller Flex).

Scaling on Nykaa & Myntra: Deep dive into seller portals, optimize product listings for visibility, and utilize platform marketing tools and promotional campaigns.

Decoding Flipkart Marketplace: Leverage Flipkart's advantages, use advertising features, build attractive offers (discounts/bundles), and earn the Flipkart Assured badge.

Quick Commerce Strategy: Understand the role and impact of Q-commerce (instant gratification), leverage innovative marketing tactics, and optimize inventory/fulfilment processes for scaling.

Harshit Vijj Freecultr

Suyash Saraf Dot & Key

Krishna Gupta BeyondAds

Renu Bisht Commercify360 +29% growth in Marketplace Revenue +7% improvement in Marketplace CM2

Week 9

Offline Channel Strategy & Team Management

Scaling Offline Channels: Identify efficient strategies for scaling through distribution networks, optimizing logistics, and tapping into unconventional niche markets (airlines, army canteens).

Business Modeling Essentials: Understand what business modeling entails, why it is crucial for success, and identify and articulate its critical components.

HR Documentation & Compliance: Learn the role of documentation for clarity and consistency in HR practices, craft policies aligned with legal requirements, and utilize software to streamline processes.

Sustainable Profitability: Learn strategies for diversifying revenue streams, effectively managing costs, and iterating on the business model to build a sustainable D2C brand.

Team Building & Structure: Understand stages of team growth, design organizational structures, define key roles/expectations, and determine necessary budgetary needs for departments.

+31% growth in offline Revenue +22% growth in offline Margins

Week 10

Finance, Fundraising, and Personal Branding

D2C Finance Fundamentals: Master D2C Business Finance, including MIS for decision-making (P&L, forecasting), budgeting techniques, and navigating GST/taxes.

Margin and Cost Optimization: Optimize product margins (CM1, CM2, CM3), understand fixed/variable cost impact, and master D2C EBITDA/category analysis for efficient growth.

Personal Branding: Understand personal branding's influence on business/investor relations, identify strengths/values, and build a strong, authentic online and offline presence.

Term Sheet Mastery: Learn the importance and key components of term sheets (commercial/governance), understand investor negotiation lens, and decode cap tables and funding options.

Fundraising Strategy: Perfect the fundraising strategy, identifying key indicators for funding readiness, crafting a targeted investor list, and preparing for the due diligence process.

+15% growth in margin due to cost reduction

+45% improvement in Product P&L tracking

A 2-DAY IN PERSON EXPERIENCE

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Deals

Get exclusive access to Inc42Plus, Startup Deals, Inc42 Events and a lifelong community along with the D2CX Fellowship Program

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Summit + Other Inc42 Events

Inc42+ Membership- 1 year

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Shark Tank Brands In D2CX

Aayushi Agarwal

Aoba

“After five years of building Erotissch, I thought I had a clear roadmap for scaling. But the D2CX program opened up new ways of thinking about growth — from sharper market insights to smarter financial planning. It felt like hitting refresh on my founder’s mindset.”

Aashish Jawa

Personal Touch Skincare

“D2CX pushed me to go beyond surfacelevel tactics and truly understand my metrics, my consumer journey, and my distribution strategy. It helped me think more strategically about scaling and brand building — something I didn’t realize I was missing.”

Nishma Singhal

Zoivane Pets

“The biggest highlight of D2CX for me wasn’t just pitching to investors — it was meeting other founders who were doing incredible things. From brilliant websites to seamless backend operations, every conversation opened my eyes to new ways of growing my own brand.”

Prateek Kedia

Wiselife

“The sessions on UGC at D2CX were a turning point for me. They gave me practical frameworks to build authentic content that actually resonates with our customers — not just theory but steps I could implement right away.”

350+ Brands That Scaled With Us

OUR D2CX BRANDS

OUR D2CX BRANDS

OUR D2CX BRANDS

OUR D2CX BRANDS

OUR D2CX BRANDS

Application Process & Program Fee

Step 1

Submit Application

Complete your free application to get started. We follow an application process to carefully curate our fellow community.

Step 3

Step 2

Application Review

After a review by the D2CX curation team, shortlisted candidates will be invited for an interview call to understand their ambitions and fit for the program.

Enrolment Fee

If you are selected, you will have to pay the remaining fee to secure a spot in the D2CX cohort.

Connect with our team for free