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Research notes · for the founder doing ₹1–50 crore

What’s moving in Indian D2C, read from both sides of the table.

Each note takes one thing that is trending, researches it properly, and ends with what a brand your size should do on Monday. Numbers with their sources. No hype. If the honest answer is “ignore this for a year”, that is what the note will say.

The notes

How a note is made

The way a good doctor reads a new drug.

Research the width first.Ten separate threads on one topic: the product, the Indian market and its rules, how people actually use it, the rivals, the economics, the risks, the categories.
Every number carries its source.Date and link in the same line. Estimates are labelled estimates. Where nothing reliable exists, the note says “not found” instead of guessing.
End with the prescription.What a founder doing ₹5 crore can do on Monday, what it would cost, when to stop, and when the right move is to wait.

Want a topic examined? Send it on WhatsApp. The ones that help the most founders get written first.

Reading is free. So is the first look.

Four questions, or a one-minute voice note. I look at your brand from the outside, by hand, and write you one page on what I see, inside 48 hours, whether or not you ever hire me.

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