Funding for D2C brands is at its highest in the past three years. In the financial year 2021-22 (FY22), Indian D2C firms collectively saw funding worth ₹41.23 lakh crores ($543 Million). What does this mean for your eCommerce business in FY23? Let’s explore.
Funding for D2C brands: Trends in FY22
Traxn, a market intelligence provider released reports that suggest that – on average, more than 2 Indian D2C companies raised funds every week in FY22. Here are some other observations that they made:
- The D2C ecosystem saw the most funding this year compared to the last two fiscal years put together
- Even though the amount is at its highest, the pace of D2C adoption has slowed down with only 134 new registered D2C brands in FY22
- Out of all the 600 D2C brands in India, 5% achieved the 100cr revenue milestone
What do investors want when funding D2C brands?
Despite lesser D2C brands starting their ventures in 2021-22, it is evident that D2C brands are enjoying more favour from investors. Here are some reasons why investors are putting their money (and faith) in DTC brands:
- D2C markets have quicker revenue cycles than traditional FMCG brands
- These consumer-facing brands can promise a cohesive vision and a strong brand identity
- New-age companies that promise disruption are going to attract an estimated 10% higher valuation and funds compared to traditional FMCG companies
- Companies that can adapt quickly to changing consumer preferences will attract more funding in the longer term
“From an investment point of view, investors would be interested in brands that have a mobile-frist appraoch with personalsied offerings as it creates a repeat and loyal customer base”- As told by Gaurav VK Singhi, Founder of Founder Circle and serial startup investor, to Economic Times.
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3 reasons this best time to start your own D2C eCommerce business
- Sell online: Accelerated during the pandemic but with no end in sight, consumers are today shopping online more than ever. Shifting to online or omnichannel commerce should be a priority for all Indian sellers.
- Consumer preferences: Indian shopping trends for 2022 suggest that Indian consumers are increasingly supporting and buying from brands they believe in. Consumers are evaluating brands based on the story they tell, the experience they create and the ethics they follow.
- Direct-to-consumer mindset: According to a study, 55% of consumers prefer buying products directly from a brand or manufacturer’s eCommerce website rather than buying from distributors or aggregators.
Related read: See our detailed guides on how to sell online in India
Here are some expert opinions:
“D2C brands enjoyed a price multiple of 15-48 times of their respective revenue while conventional FMCG companies like ITC, Bajaj Consumer, Britannia enjoyed a multiple of 3-7 times,” said Ankur Bisen, Senior Partner and Head, Retail & Consumer, Technopak Advisors.
“D2C disruptors which launched their business in the early formative years of this segment have taken pole positions. However, capital infusion in the sector will continue unabated as market leaders and even niche players will need more capital to grow” said Prabhkiran Singh, founder of Bewakoof to the Economic Times.
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