Direct-to-consumer brands across India are fundamentally shifting how they grow. Rather than relying solely on their own websites, companies are using marketplace platforms like Flipkart to handle everything from regional distribution to product development.
Looking at customer data shared by Flipkart during a round table discussion, it becomes clear that demand for wellness, skincare, and healthy food extends well beyond India’s major metropolitan hubs. Take Ayurvedic brand Kapiva, for example—roughly 66% of its sales on the platform come directly from Tier III cities, with over 70% of its Gen Z shoppers living in Tier II and III markets. A similar story plays out in beauty: non-metro regions account for over half the total category demand on Flipkart and generate two-thirds of all beauty search queries. For skincare brand Plum and healthy snacking company Open Secret, tapping into this nationwide logistics network has made reaching smaller towns far more predictable.
Platform search behavior and customer demographics are also replacing traditional focus groups when it comes to product strategy. Gen Z now makes up nearly 60% of beauty buyers on Flipkart, and more than 60% of these young shoppers start their search with specific ingredients like vitamin C or niacinamide rather than looking for a brand name. That intent-focused browsing aligns with big year-over-year surges in targeted skincare, including a 123% jump in face wash sales, a 120% increase in gel moisturizers, and over 80% growth in face serums.
Over in wellness, Gen Z makes up half of all Apple Cider Vinegar buyers and over 40% of buyers for products like Virgin Coconut Oil and Amla juice.
When it comes to sales performance, brands balance two very different retail moments: massive holiday events and ultra-fast daily fulfillment. Open Secret, which now gets about 30% of its revenue through Flipkart and has grown 3x on the platform over four years, sees its daily order volume jump 5x to 7x during Big Billion Days. During the same event, Kapiva experiences up to a 9x spike in demand for Shilajit on opening day alone, pushing its overall festive revenue 50% above normal periods.
At the same time, immediate delivery options like Flipkart Minutes are changing how people buy everyday essentials. Most quick-commerce orders come from targeted searches rather than passive browsing, with top categories including snacks, dry fruits, cooking ghee, and daily skincare. Off the back of these quick-delivery options, Plum expects its festive sales in the category to double year-over-year.""
