In August 2026 I posted a series of LinkedIn updates about Indian consumer businesses, covering dual market trends, the D2C‑omnichannel shift, quick‑commerce data, founder patience, brand strength, depth versus breadth, startup geography, luxury evolution, timing risk, and founder resilience.
A ₹20 product and a ₹2,000 product can both become very large businesses in India, but they require completely different thinking around product, distribution, margins and brand.
D2C brands accounted for around 28% of retail leasing in India during the first half of 2026, compared with 23% during the same period last year.
India now has more than 200,000 recognised startups.
53% are emerging from Tier 2 and Tier 3 cities.
The first purchase tells you that you have someone's attention.
The repeat purchase tells you that you may have earned their trust.
Breadth can create the appearance of growth, while depth reveals whether the brand has actually earned it.
Timing does not get as much attention as team, product or TAM, but it can decide the outcome just as much as all three.
The biggest shift in my thinking happened when I stopped asking, "Can this business become big?" and started asking, "Can this founder keep building when things stop going according to plan?"
Officine Universelle Buly 1803 is a great example.