Advisory · Consumer & Lifestyle
Strategy for consumer brands, health and wellness, consumer apps and marketplaces, and creative and media ventures. We work on the channel, pricing and margin decisions that decide whether growth makes money.
01
Early brands in India have spent 30–40% of revenue on digital ads, while rising acquisition costs squeezed contribution margins. Forbes India, Feb 2026
What we do
Build a contribution-margin view by channel, so spend is judged on payback, not on revenue.
02
Early D2C brands in India can take 70–80% of revenue from quick-commerce apps, with stockouts when volume outruns demand. Inc42, Dec 2025
What we do
Set a channel mix with a margin floor for each channel, and a path to owned and offline sales.
03
Distributor and retailer margins of 20–35% compress profitability when digital brands move offline. Forbes India, Feb 2026
What we do
Rework pricing and trade terms before signing the first retail or distribution deal.
04
Lasting consumer brands need repeat purchase above 35–40%. For subscription apps, the first days of a trial decide most cancellations. Forbes India, Feb 2026; RevenueCat 2026
What we do
Design the repeat-purchase or retention plan first, then pricing, paywall and trial length to match.
Before you sign a retail or quick-commerce deal · one of our four forcing functions
A first retail listing or quick-commerce launch is a pilot. In our advisory work we apply the same test to the deal before you sign: a margin floor after trade terms, a success measure, a time limit and an exit. If those cannot be answered, renegotiate before you ship.
How the four checks workConsumer brands fund · Cross-border
Restructured a planned $10M equity raise: equity for core capability, venture debt for inventory and sales.
Outcome
$1M equity and $9M venture debt, protecting founder ownership.
Outcomes reflect each company's own work and circumstances. They are not a prediction of results for any other company.
Start from your own numbers. We work out the margin floor for each channel first, so you know which terms to accept, which to push back on and when to walk away.
No. We set the strategy, the channel economics and the targets. Your team or agency runs the campaigns.
Yes. The questions differ (retention and paywalls rather than inventory), but the method is the same.
A two-week diagnostic of channels, pricing and repeat purchase, ending in a 90-day plan.
