I observed that the market has reached a point where every brand is using AI to scale ads and it appears to be working, but this uniformity is eroding brand distinctiveness.
Every brand is using AI to scale ads.
When every feed looks the same people stop clicking – ROAS drops.
If you rely only on AI and don’t build in‑house capabilities, you’ll get wiped out.
Therefore I decided not to rely exclusively on AI for ad creation and to invest in human‑centered brand work that creates connection, countering the homogenization risk. See also brand is trust and experience.
AI scales content but only humans create connection which leads to brand building.
I observed that many consumer‑product founders wrestle with CAC, which I call “the dreaded three letters that keep all consumer founders up at night.” I also see the ad duopoly of Google and Facebook as a barrier that few can break through, so I recommend early‑stage brands skip pricey agencies and meet customers where they already are, even using guerrilla tactics like a hawker‑van takeover that keeps CAC well within control.
Customer acquisition cost is described as “the dreaded three letters that keep all consumer founders up at night.”
Very few founders can break through the iron duopoly of Google and Facebook to build a direct relationship with the customer.
In the early days of a consumer product, there is no need for expensive agencies or crazy spending on these channels.
Masterchow’s founder Vidur Kataria took over a hawker van for the launch of their Desi ChowMein Sauce, keeping CAC well within their control.
Payment cycles have been reduced from 60–90 days to 10/15 days using Q‑commerce models.
Direct market reach now expands to 1,000+ pin codes without involving distributors.
CACs are through the roof.
Brand loyalty barely exists.
Everything’s riding on Quick Commerce placement.
D2C is dead unless you’re burning lakhs a month on ads.
Quote to brand = ₹1 lakh for a reel; direct creator cost = ₹30 k.
When we reached out to the creator directly, the real cost was ₹30k.
So the brand thinks: “We spent ₹1L and made only ₹1L: influencer marketing doesn’t work.”
If you’re a D2C brand today, you have two options: Build a small team and reach out to micro‑influencers directly (bypass the agents). Or list on Cherry and remove the middle completely.