3 in 4 D2C brands in India now rely on creators to boost growth

New Delhi: India’s consumer-brand ecosystem is entering a transformative period, shaped by a rise in digital-first D2C brands, growing consumption in Tier 2 and 3 cities, and evolving consumer expectations. 

While the movement initially centred on metropolitan markets, digital adoption, rising incomes and brand affinity have driven its spread nationwide. At the same time, consumer habits are being influenced by quick commerce, creator-led discovery, and Gen Z’s impact on purchasing decisions and brand trust.

In response to this changing landscape, DSG Consumer Partners (DSGCP), the first venture capital firm dedicated to consumer brands, and Meta, in collaboration with marketing agency ViralMint, have developed the Zero to Rs 100 cr Playbook. 

The report draws on the execution data of more than 100 founders and thousands of campaigns to identify patterns in acquisition, retention and scale. Among the findings, more than 70% of brands rely on Meta as their primary acquisition channel, 62% of founders cited creative fatigue as a major challenge, and 55% reported under-investing in CRM and retention.

The report highlights the increasing role of creators in brand growth. Currently, 54% of brands allocate 10–25% of their marketing budgets to influencers, with nano and micro-creators generating 5–6 times higher engagement than mega influencers. 

Brands are increasingly using creator-led pipelines to maintain continuous storytelling, social proof, and user-generated content, reinforcing both acquisition and retention.

The playbook outlines common operational and marketing bottlenecks, including gaps in analytics, retention, and profitability, and draws insights from brands across beauty, F&B, fashion, health, home and lifestyle sectors. Beauty and health brands accounted for nearly half of the dataset, reflecting the relevance of the findings for consumer-first categories.

India’s consumption potential is expanding rapidly, with Gen Z and Millennials expected to make up more than half of the population by 2030. The report notes that rising incomes and digital penetration are accelerating premiumisation and broadening the online consumer base. 

However, this growth also brings challenges in execution, such as creative fatigue, attribution issues and operational strain. The playbook identifies key factors for successful scaling, including validation of Product-Market Fit (PMF), creative velocity, early retention mechanisms, operational maturity and a focus on profitability.

Speaking on the report, Pooja Shirali, Vice President at DSG Consumer Partners, said, “Across 90+ consumer brands we’ve partnered with at DSGCP, one truth is clear: brands that master Meta’s ecosystem don’t just grow, they change their entire trajectory through strategic clarity and disciplined execution. This Playbook offers the operational compass every founder needs to scale confidently and sustainably. It’s the toolkit to allow founders to have clarity on day one. This playbook makes it clear that the real drivers of scale have less to do with viral moments, and everything to do with the long-term fundamentals that make milestones like the first Rs 100 cr predictable, not accidental.”

Gaurav Jeet Singh, Director of Agency and VC Partnerships (India) at Meta, added, “Digital discovery in India is today driven by new formats like Reels, creator-led influence and shifting consumer behaviour. In this environment, brands that build creative velocity and iterate quickly are the ones that continue to move efficiently.

At Meta, we see these patterns every day, and the Zero to Rs 100 cr Playbook translates those platform learnings into frameworks the wider ecosystem can apply. It offers a consolidated view of what actually improves efficiency over time, and reflects our commitment to supporting the next stage of maturity in India’s digital commerce landscape.”

Rohan Dighe, Founder of ViralMint, said, “India’s consumer landscape is transforming faster than most brands can adapt, and what founders need today isn’t more information, it’s direction. Our purpose at ViralMint has always been to bring that clarity to the ecosystem.

With DSGCP and Meta, we created this Playbook to give every founder a definitive operating system for scale: how to validate PMF with conviction, build creative engines that never slow down, strengthen retention early, and scale with profitability as a core principle. If founders follow these systems with discipline, they won’t just grow, they’ll build brands that endure for the next decade.”