Thank you so much, Netra. Am doing fine. Let’s catch up!

Thank you so much, Shruti. How have you been? Lets catch up when in Mumbai

There’s a lot of noise around 'UPI charges', but the actual change is far narrower. P2P UPI remains FREE. UPI payments to merchants up to ₹2,000 remain FREE. Only specified P2M transactions above ₹2,000 attract 0.4% MDR, capped at ₹300. Also, about 96% of P2M transactions remain unaffected. For perspective: merchants have long paid MDR on card networks, often at rates higher than this. The real story isn’t 'UPI is no longer free'. It’s whether a sustainable payment ecosystem can be built without making consumers pay. As a founder, I would rather see us debate the economics honestly than create fear around a change that is much narrower than the headlines suggest. @UPI_NPCI @NPCI_NPCI @FinMinIndia

7. Would I actually use this? Every other question is secondary to this one. The filter is personal. The standard has to be, otherwise curation is just curation-shaped marketing. #d2cbrands #indiand2c #d2cindia

6. Has the product changed since launch, and did they tell their customers? Change is not a problem. Silence is. The brands that communicate ingredient or formula changes before customers notice them are the ones with something real to protect.

5. What would a disappointed customer say and how would the brand respond? Every brand has disappointed a customer. The ones worth trusting have a process for it. The ones that don't leave their most vocal critics unanswered.

4. What does the founder know about this category that an outsider doesn't? This is the question that reveals unfair advantage. Founders who have worked in the category, or been the customer for a decade, almost always build better than those who spotted a trend.

3. Where does the core material or ingredient come from? This question separates brands that know their supply chain from brands that describe it. Both can sound the same until you ask for the name of the farm.

2. Who specifically is this built for? Not 'health-conscious millennials.' Not 'premium consumer segment.' A person. With a specific problem. Who lives somewhere specific. And buys for a specific reason.

1. What makes this product different from the closest alternative? Not in the founder's words rather in the product's facts. If the answer is 'better quality' without a specific proof point, the answer is actually 'nothing yet.'

The seven questions I would ask before listing an Indian D2C brand. This is what 'curated' actually means in practice. 🧵

And no easy service for such an installation!

Only if I can get one on one with @ClaudeDevs, so much to share!

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Indian wellness D2C has two very different consumer bases. One is educated, label-reading, evidence-seeking. Will wait three months for results if the product is honest. One is result-seeking, comparison-shopping, skeptical. Will switch brands after one purchase if underwhelmed. The brands that know which customer they're building for build better products. The ones that try to serve both usually serve neither. #d2cbrands #wellness

Fish

I've seen brands spend lakhs acquiring customers while overlooking the small moments that bring them back. Repeat purchases are rarely won by one big thing. They are earned through dozens of small decisions. #d2cbrands #indiand2c

5. Ingredient or material changes without communication. This one costs the most loyal customers. The customer who read the ingredient list before buying is the customer who will notice the change. Tell them before they discover it. It's that simple.

4. Training customers to wait for discounts. Intro offers make sense. Seasonal sales make sense. But if your existing customers know another 30% off is always around the corner, they'll simply wait. The goal isn't to avoid discounts. It's to avoid making them your retention strategy.