‘The Indian environment is evolving, creating significant room for disruption’

At the e4m D2C Revolution 3.0 conference, in a fireside chat with Nawal Ahuja, Co-Founder of exchange4media, VS Kannan Sitaram, Co-founder and Partner from Fireside Ventures, delved into the  transformative world of digital commerce. The conversation explored the evolving landscape of digital commerce and how emerging consumer brands are transforming the market.

Sitaram shared his perspective on how consumer brands are adapting to a rapidly changing landscape characterized by increasing affluence and the rise of quick commerce. With a portfolio that includes standout brands like Mamaearth and Boat, he illustrated the key factors driving success in the D2C space. 

Sitaram’s experience at Hindustan Unilever (HUL) provided a backdrop for discussing leadership development and talent acquisition. He articulated HUL’s rigorous approach to identifying and nurturing talent, which has produced many successful leaders in various sectors. He said, “There is always this constant challenge of having to reinvent how you create value and I think all of this together is what creates outstanding leadership.” 

When discussing the future of D2C brands, he noted that the rise of quick commerce is a significant game-changer, as companies like Zepto and Blinkit redefine consumer expectations for speed and convenience. “... We believe that affluence will continue to rise in the coming years, and as people become more affluent, they will seek products that better meet their needs. This indicates there will be more opportunities for new brands.”

He further added, “The way digital commerce is morphing—with the emergence of not just Flipkart and Amazon, but also various vertical e-commerce players, alongside the rise of quick commerce—creates numerous opportunities. A significant advantage for startups is that they don't have to compete on the same playing field as larger companies. They can leverage these changes in the digital commerce landscape to their advantage. We view these factors—demographics and the shaping of the digital economy—as fundamental In the conversation, he also spoke about Mamaearth and attributed its rapid growth to a keen understanding of consumer insights and a commitment to brand building. He outlined critical lessons for entrepreneurs, emphasizing the importance of product-market fit, financial sustainability, and a strong brand identity. He also underscored the necessity for companies to balance performance marketing with long-term brand development, cautioning against over-reliance on customer acquisition tactics that don’t foster lasting brand loyalty.

As the discussion shifted toward omnichannel strategies, Sitaram highlighted the challenges D2C brands face when transitioning from digital-first models to retail presence. He advised on the need for careful selection of retail channels, understanding local market dynamics, and ensuring that the right product assortments are available to enhance consumer discovery.

Concluding that chat, Sitaram said, “…Lastly, we consider whether they want a partnership or just money. We offer a partnership. We are willing to roll up our sleeves and work closely with companies to develop an ecosystem that supports them. If that's the kind of relationship founders are interested in, we would be very, very happy to invest."