India's burgeoning direct-to-consumer (D2C) market, poised to hit $100 billion by 2025, has experienced exponential growth in recent years, fueled by factors such as the Covid pandemic, increased internet penetration, digital infrastructure expansion, and the rise of millennials.

Fashion startups lead the D2C segment, projected to reach $43.2 billion by 2025, tapping into the nation's fashion industry with the highest potential. With over 190 million digital shoppers, India boasts the world's third-largest online shopping base, providing a robust ecosystem for D2C brands. These brands strategically target the growing appetite of Indian consumers for innovation, leveraging a shift away from traditional players as loyalty wanes in favor of fresh, innovative offerings in the D2C realm.