Flipkart metrics reveal D2C brands scaling nationwide through non-metro demand
Direct-to-consumer brands across India are fundamentally shifting how they grow. Rather than relying solely on their own websites, companies are using marketplace platforms like Flipkart to handle everything from regional distribution to product development.
Via YourStory
Looking at customer data shared by Flipkart during a round table discussion, it becomes clear that demand for wellness, skincare, and healthy food extends well beyond India’s major metropolitan hubs. Take Ayurvedic brand Kapiva, for example—roughly 66% of its sales on the platform come directly from Tier III cities, with over 70% of its Gen Z shoppers living in Tier II and III markets. A similar story plays out in beauty: non-metro regions account for over half the total category…
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