Industry · D2C Brands
A Virtual CFO who already speaks D2C Brands.
D2C brands in India live and die on contribution margin. Healthy brands run 25–35% CM2 (after variable marketing) with 30–45% M3 repeat rates. Below those thresholds, every ₹1 of extra ad spend accelerates losses — a truth that only shows up when someone reads marketplace payouts weekly, not quarterly. We handle the whole stack: Shopify + Unicommerce + Tally reconciliation, marketplace settlement decoding across Amazon / Flipkart / Meesho / Nykaa / Blinkit (typical adjustments are 3–7% of gross monthly revenue), cohort repeat-purchase reporting, and CAC/payback tracked against LTV — in a monthly investor MIS the growth-stage funds actually recognise.
At a glance
- Industry
- D2C Brands
- Typical margin norm
- 25–35% CM2 (blended, healthy range)
- Working-capital cycle
- 45–75 days (marketplace payouts drive DSO)
- Funding routes we run
- Revenue-based finance · inventory finance · equity from D2C funds
- Response SLA
- 2 working hours
Deliverables that matter here
Sector-shaped, not stitched on.
Marketplace reconciliation
Weekly settlement matching across all channels. Every SPF, commission, storage, return, and Prime-day-fee decoded — recovers 3–7% of gross revenue in most brands' first quarter.
Cohort economics MIS
M2 / M3 / M6 repeat by acquisition month. Contribution margin at CM1, CM2, and post-fulfilment levels. CAC / payback / LTV in the format your board wants.
Funding readiness
RBF diligence packs (Klub, GetVantage, Velocity), inventory-financing files, and equity CIMs. Introductions to the right D2C-focused funds at the right stage.
Case · anonymised
₹18 Cr skincare brand, MMR — CM2 lifted from 11% to 28% in 5 months
Marketplace reconciliation was leaking 6.4% of monthly revenue (SPF disputes and unreceived FBA reimbursements). We rebuilt the reconciliation cadence, killed three unprofitable SKUs, and re-priced hero SKUs after cohort analysis showed M3 repeat was fine at higher AOV. CM2 went 11% → 28%, cash burn turned into cash generation, and the Series A was raised at a 40% higher valuation.
Answers
D2C Brands — questions we get most
Blended CM2 (contribution margin after variable marketing) of 25–35% is the healthy range. Below 15% blended CM2, more ad spend accelerates losses — not growth. We flag this the first month.
Next step
A 30-minute call, d2c brands on the whiteboard.
We'll show you the MIS pack we'd build for a company your size, before you commit to anything.