Hey Readers,

Welcome to the D2C Cents!

TLDR - We are your scroll-friendly, no-fluff download of what's shaping India's D2C brands.

September is not just another month on the retail calendar.

It’s India’s retail Olympics.

Flipkart just announced Big Billion Days 2025 will kick off on Sept 23rd (mark your Google Calendars, or Alexa will do it for you).

Amazon’s Great Indian Festival will be right on its heels. Together, these aren’t just sales—they’re the Super Bowl of Indian e-commerce.

But here’s the kicker: it’s not just about the insane GMV fireworks.

The real story is how brands play the discounting game without dimming through their festive glow.

Founders will hustle. Investors will track dashboards. Customers will chase deals.

But the real winners?

• Brands that treat festive sales as the start of relationships, not the end of transactions.
• Those who balance ambition with margins.
• Teams that build trust, not just traffic.

So stock up on inventory. And maybe sweets too.