FOMO Fever!😯
Barbie, Fashion Fumble and Jeans On.
Hi There! 👋
D2C Pulse is a newsletter written by the team at GlobalBees, curating happenings in the direct-to-consumer ecosystem of India.
Make way for another FOMO fever (and more headaches for D2C social media managers). Meta's Threads app which looks almost exactly like Twitter, with short text, photo, and video posts that you can like, repost, comment on, or share was launched on Wednesday (ahead of schedule), and it shook up the social media scene with a fresh twist for public conversations online.
Through this strategic positioning, Meta hopes to carve out a niche for Threads, offering a distinct value proposition that sets it apart from its competitors. Meanwhile brand managers are thinking up of ideas on how to ‘leverage; the new platform before ads kick in.
🗞️Marketplace Updates
Mo’ Loans Mo’ Shopping: Flipkart is diving into the lending pool. The company has partnered with Axis Bank to offer personal loans to its 450 million customers, providing access to amounts up to ₹ 5 lakh with flexible repayment options. The approval process for loans is expected to take just 30 seconds, offering convenience and accessibility to customers.
Thsi is not the first time that Flipkart has flexed its fintech muscle. The company has made substantial commitments to create an extensive lineup of credit offerings and comprehensive financial solutions, including Pay Later, Product Financing, Seller Financing, Credit Cards, and an expansion into Personal Loans.
The Fashion Fumble: Nykaa is facing a bumpy road in the fashion realm. Tough competition from established players like Myntra and Ajio and a loyal customer base of international giants like Zara and H&M are the supposed speed breakers in the growth of the platform. In addition to this, Nykaa is gradually moving away from the discount-based model causing a decline in GMV (fashion is still a price-sensitive market).
With fashion becoming the leading category in online retail, there sure is a glimmer of hope. Additionally, with innovative strategies like introducing private labels and exclusive partnerships, the platform can still turn the tide in its favour.
Myntra’s marketing chops are top notch. The company took to Twitter to share a collaboration you never imagined you needed! Rekha as Barbie. The results are beyond amazing! The release of the movie Barbie has managed to pose itself as a cultural event on the back of its extensive and loud marketing campaign. More on this later…
The Export Expedition: Amazon aims to achieve exports worth $8 billion from India in the current year, as the e-commerce giant continues to expand its operations in the country. This move is in line with Amazon's commitment to support and promote Indian exporters and manufacturers through its global marketplace. The company has been actively working towards enabling small and medium-sized businesses (SMBs) in India to reach international markets and has set up various programs and initiatives to facilitate this process.
🍕D2C Bites
The Disrupters: The infographic showcasing the future of D2C in India is a sight to behold, brimming with innovation and potential. India's D2C market is conituing its skyrocketing trajectory (despite the troubles that a number of players are in) and is set to reach $100 billion by 2025. Factors like the pandemic, digital growth, and millennial influence have propelled this boom. Fashion and clothing startups have the highest potential and are expected to grow to $43.2 Bn by 2025, according to an Inc42 report. Check out the 80 D2C Brands That Are Disrupting India’s Consumer Market as per Inc42.
Shine On: In a dazzling funding round led by Premji Invest, Giva has successfully raised Rs 270 crore. Giva is gearing up to strengthen its omnichannel presence and solidify its standing as the ultimate destination for minimalistic jewellery and budget-friendly gift choices. The funding will fuel Giva's expansion plans, cementing its position in the market. GIVA competes with Tata-backed Caratlane, which claims to have crossed the Rs 2,000 crore revenue mark during FY23. Another competitor, BlueStone, posted a revenue of Rs 461 crore during FY22.
Just Dada: Sourav Ganguly has recently joined forces with a delectable food delivery startup called JustMyRoots, creating a tantalizing partnership that promises to revolutionize the culinary landscape. JustMyRoots, with its mission to bring authentic and traditional regional cuisines to your doorstep, has already won the hearts and taste buds of food enthusiasts across the country. Now, with Ganguly's strategic investment, the startup is all set to bowl over food lovers with an irresistible combination of flavours and sporting charm.
Honey and Wine: Pune-based Ronin Wines Private Limited, the makers of Moonshine Meads raised $675k in a pre-Series A funding round. The company plans to use the funds to improve its sales and distribution for Moonshine Meads along with expanding the Moonshine Honey Project. Started in 2021, Moonshine Honey Project sells honey through both B2C and B2B channels and has recently taken up bee conservation. Established in 2018 by Nitin Vishwas and Rohan Rehani, Moonshine is India's pioneering mead brand. Made by fermenting pure honey with various fruits and spices, Moonshine's meads are low in alcohol, carbonated, and part of the rapidly growing Ready-To-Drink segment in India.
Jeans On: D2C denimwear brand Freakins raised $4 million. Starting with women’s denimwear, the brand expanded into men’s denim in March this year. According to the company, there is a distinct lack of good denim options for women - that major brands were often slow in catching up to trends and that they often designed jeans not keeping Indian body types in mind. Freakins aims to plug this gap.
The startup, founded by Puneet Sehgal, Shaan Shah and Sachin Shah, will utilise the funds to enhance its supply chain capabilities by tying up with factories specialising in denim, knits, and woven fabrics.
Reads and Recommendations 📚
Take a look at the innovative marketing strategies that Team Barbie is pulling off. Plans include a real-life Malibu Barbie DreamHouse in California. You surely can be anything! Meanwhile Vietnam has banned the Barbie movie.
There’s been a “surge” of brands working to address consumers’ hormonal life stage needs, particularly with products marketed to people experiencing menopause. Besides this, here are top trends that have defined the beauty industry in 2023
In 1915, Coca-Cola had many imitators. Then it designed a patented bottle nobody could copy.
That’s all for this week! Bye!
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