Vivek Mahajan

Lessons Learned as a Founder: Navigating Growth in D2C As the founder of BestBeans Coffee, my journey has revealed crucial insights into scaling within the D2C landscape. In 2020, D2C companies spent around 28% of their revenue on advertising and promotions. By 2023, this figure rose to 39%, and as of 2024, it has increased by another 7%. This doesn’t even account for commissions and channel partner margins. When we consider costs—approximately 30% for materials, 15% for deliveries, and 25% for commissions—some online-first D2C brands find themselves losing 9% on every sale. The primary issue? Advertising that often fails to cultivate customer loyalty. From my experiences, I recommend a shift in focus, especially for bootstrapped businesses: 1. Founder Marketing:Utilize your personal brand to build a community on social media. Share your journey and insights, and engage directly with your audience. Authenticity fosters deeper connections. 2. Offline WhatsApp Groups: Create a community of target customers where they can share tips and hacks. This not only adds value but also strengthens loyalty and encourages word-of-mouth referrals. 3. Local Presence:If listing on quick commerce isn’t feasible, aim for placements in your city’s top 100 offline retailers. Local visibility can significantly enhance brand recognition and customer engagement. In this evolving landscape, chasing growth at all costs may not be the solution. Sometimes, scaling down to build a stronger foundation is the most strategic path forward. Focus on community, authenticity, and local connections to drive sustainable growth. Let’s embrace these lessons and reshape our approach to building lasting brands #founder #D2C #brandmaking #startup #business #lessons

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As a founder of a startup, we all go through tons of action, fire fighting and stress...often more than what we bargained for. But then, that's how this world is and somewhere in the middle of all the hustle, numbers and timelines, there are moments which lighten you up. To keep things from getting too serious and managing pressure, I personally like to see the lighter side of these things so thought of starting this trend of sharing short startup stories.....my experiences that gave me a headache and a laughter at the same time... totally worth sharing. (please pardon the HINGLISH but that's how it works) Story 1 - The Genius Task: Hiring kitchen helpers for the base kitchen Mode: On call Interviewer: Do you have kitchen experience? Kitchen ka koi experience? Candidate Response: Kitchen experience kisko nahin hota hai. Har ghar mein kitchen hai. Toh humein aap experienced hi maan lo. Interviewer: 🙄 Interviewer: Base kitchen mein kaam kiya hai? Candidate Response: Humra base bahut strong hai. Kuch bhi kar valo aap. Interviewer: Humara matlab hai, kissi food company ke base kitchen mein kaam kiya hai. Candidate Response: Pichli company mein basement mein kaam kiye the. Interviewer: 🙄 somewhere I mustered the courage to ask one more- Interviewer: kitchen experience nahin hai toh fresher join karo. Candidate Response: Fresher nahin hain hum. Litti choka bana sakte hain hum. Aap bhi bechiye, bahut badiya kaam hai. Iske baad I said politely "sorry nahin hoga" , kept the phone, walked to the toilet, closed the door and screamed. 😩 Came back refreshed, picked up the phone and called another candidate. The hunt continues..... 😉 #perseverance #funnybones #startupstories #ziddi #startupjourney

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It's often said health is the biggest asset! And in today's fast-paced world, prioritizing it is more crucial than ever. As a startup founder, I find other founders also juggling numerous responsibilities – from marketing to sales, production to supply chain management and whatnot. It's easy to let our health take a backseat. I've embarked on a journey towards a healthier lifestyle, realizing the significance of nurturing our well-being. Today, I'm excited to introduce you to Swadeshi Farms' other variety of snacks – a range of natural, guilt-free snacks that redefine the concept of healthy munching. From nutrient-packed Makhana to wholesome Roasted Ragi Chips, our lineup promises deliciousness without compromise. Because at Swadeshi Farms, we believe that healthy should also mean tasty! Let's fuel our bodies with goodness and nourish our entrepreneurial spirits. Because when health meets innovation, incredible things happen. DM me to know how to order! #healthyliving #healthconcious #prioritizehealth #swadeshifarms

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The Art of Angel Investing in India: Lessons from “The Power Law” Angel investing is more than just a financial transaction; it’s an art, a blend of vision, intuition, and strategy. 1. Understanding the Power Law in Angel Investing The essence of The Power Law lies in the idea that in venture investing, a small percentage of investments drive the majority of returns. As an angel investor, this means you’re not looking for consistent small wins but a few transformative successes. 2. Embrace High-Risk, High-Reward Investments In traditional investing, diversification minimizes risk. However, angel investing is inherently high-risk and operates differently. It’s about betting on bold ideas with the potential to redefine industries. India’s dynamic market offers unique opportunities in sectors like fintech, edtech, healthcare, and sustainability. The vast and growing youth population, combined with a burgeoning digital economy, makes it fertile ground for disruptive ideas. As an angel investor, understanding these trends and being willing to take calculated risks is essential. 3. Building Relationships, Not Just Portfolios Angel investing in India isn’t just about funding; it’s about mentorship. Entrepreneurs often need more than just money—they need guidance, connections, and support. This resonates deeply with Indian culture, where relationships often trump transactions. By actively engaging with founders, offering strategic advice, and connecting them with resources, angel investors can add immense value, increasing the likelihood of the startup’s success. 4. Evaluating Founders, Not Just Ideas The Power Law highlights the importance of visionary founders. In India, where startups often operate in volatile and resource-constrained environments, the resilience, adaptability, and passion of the founder are critical.When evaluating investment opportunities, look beyond the pitch deck. Assess the founder’s grit, clarity of purpose, and ability to inspire a team. Often, it’s the founder’s drive that determines whether an idea can be scaled successfully. 5. Leveraging India’s Ecosystem India’s startup ecosystem has grown significantly, with government initiatives like Startup India, access to global capital, and an increasing number of accelerators and incubators. Angel investors can tap into this ecosystem, co-invest with established networks, and leverage resources to de-risk their investments. Closing Thoughts For me, the excitement isn’t just in the returns but in empowering the next generation of entrepreneurs to shape India’s future. It’s not about how many investments you make, but about finding that one extraordinary idea that changes everything. What’s your take on angel investing in India? Have you come across any potential game-changers? I’d love to hear your thoughts in the comments!

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5 MOVIES THAT START-UP FOUNDERS SHOULD WATCH! I usually don’t get the time to watch a lot of content. But on the recommendation of a few friends, I watched these amazing movies and learned from each one of them. Here are my learnings- 1️⃣ THE SOCIAL NETWORK Lesson: No idea is small. Every dorm room has the power to give birth to a multi-billion-dollar startup. All you need is the right vision, the right strategy, and the right team. 2️⃣ STEVE JOBS Lesson: Challenge everything from the minutest process in your company to the biggest decisions. That’s the only recipe to revolutionize the industry that you’re a part of. 3️⃣ THE FOUNDER Lesson: Age is just a number. If there is hunger for growth, one can even start in his 50s and build a global brand. 4️⃣ AIR Lesson: You’ll never know which product/brand has the potential to go big. Hence your only responsibility is to keep trying! 5️⃣ BLACKBERRY Lesson: Nothing is permanent, not even success. Your business must be anti-fragile enough to constantly change with time. If not, it’ll be obsolete in no time. WHICH ONE IS YOUR FAVORITE OF ALL? #startup #movies #branding #casestudy #lifelessons #work #mcdonalds #michaeljordan #apple #facebook #blackberry #startupfounder #entrepreneurship #edutainment

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If you're an entrepreneur or just eager about everything related to startup issues, then read 'Zero to One' by Peter Thiel. Actually, this is the book that gives perfect insights into innovation and competition on how to shape a future. Thiel also explains here why it is only truly possible to differentiate yourself in the business world by the creation of something completely new and how monopolies can actually be good for society.  This book will challenge conventional thinking and challenge you afresh to think big, rather than incremental.  A highly recommended read for those who want to make a difference. #kamrohra #zerotoone #book

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Optimising for survival vs valaution During my previous startup journey My Dream Store we grew from 3cr annualRevenue to 30cr annual Revenue in 24 months and we were on look out for series A of 5Mn usd , Talked to almost every VC in town by that time we have only raise an angel round of 300k usd only. Everything was green we were super ambitious , stayed in market for 3 months could not close . During this time there were few Angel groups who could write 500k to 1mn cheques but we thought it would be too small for our ambitions. We went back to building again - our growth began to drop and became flattish at 2cr monthly revenue , we went back to market to raise 2Mn after 1yr to market to a different set of VCs - very hard to raise on back of degrowth, we were willing to dilute more but yes could not close. Lesson learnt always raise when you are going to peak in the next 3-6 months. As founders we would be focused on growth during that cycle but it’s better to put more money in war chest. Back to story one more year passed on flattish growth, we did some working capital solves , cut expenses we de grew to 1.5cr monthly revenue . Was again out in market this time looking for Angels founder angels or syndicates to raise 500k to 2Mn to build back. I was almost on verge of giving up but then Sujayath Ali wrote a small cheque gave us hope to rethink and started building Nobero. Only a founder can truly understand the grit and struggle. Now Nobero is a rocket ship we are super excited along side strong partner like TMRW House of Brands . From my journey of fundraising failures here are something’s that other founders / people who want to start can pick up 1. Always raise when you are on the raise 2. Do not be finicky about valuation pick best of what you are getting and go back to building 3. Like you see in my essay I moved down from 5Mn to 2Mn to 500k , very foolish . In hindsight had I picked the 500k to 1Mn cheque when we were at 30cr the story would have been totally different . Pick whatever you can at best price you can close fast. The art is to close deal fast and move from position to position strongly on back of good metrics 4. Small cheques get large cheques , you are no longer alone in journey. It’s in interest of all parties to protect org and do what is right for org to grow 5. Fundraising is sales , be very strategic of what you offer -if you are degrowing offer a larger share, create phased offers milestone led - 500k to x size and if I hit X follow on with 2Mn if I do not grow to X be willing to take more hit on equity. Always offer what others cannot 6. Have some founders on your cap table who have been part of these , it’s millions saved #fundraising #startup #lessonsbuildingnobero

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Gururam-based angel investment platform Inflection Point Ventures has announced a full exit from Jaipur-based D2C fashion brand Fashor with a 33% IRR. The firm said it has achieved 3.75X MoM (Money over money) from this exit within 54 months of investing in the startup. Read the full story here: 👇 https://lnkd.in/djhTrmvS #funding #investors #angelinvestors #d2c #fashion #entrepreneur #indianstartupnews

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As we work towards raising capital to grow Fungible Chocolates in the next 12-18 months, I’m constantly reminded of the importance of building a solid foundation. BetterBrand™ journey serves as a cautionary tale that is unfortunately all too common in the world of startups. They raised substantial funds by overpromising but ultimately fell short of delivering on those promises, leaving investors and customers feeling disappointed and cheated. Raising capital is not just about securing funds, it’s about maintaining trust, transparency, and building a solid long term relationship with your investors and community. I believe wholeheartedly in the future of our mushroom infused chocolates, but before scaling to the next level, it’s essential that I feel secure in our foundations, processes, and products. This way, when we're ready to expand, we'll be doing so responsibly and sustainably, ensuring that we can commit for the long haul. Raising capital is about trust. It’s about building something real, and that’s the journey we’re committed to. ❤️ #fundraisingcpg #betterbrand #angelinvestors #cpgfounders #fungiblechocolates #chocolate

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PLG by GrowthX®completely changed my perspective on how to approach partnerships. From thinking of cracking partnerships as a set of ad-hoc activities to finding a structured process, I have come a long way. I now have a structured outreach process for every partnership opportunity I want. From figuring out the right partner to finding the right person to take it forward and more importantly, having the right outreach, conversion and, GTM plan, the process has now become a playbook that can be replicated quickly. The outcome? Shortened partnership cycle, improved process efficiency and most importantly, direct impact on revenue (for both, us and the partner). Shout out to folks Bharatsure, Anuj Parekh Sanil Basutkar to have supported in doing this. Also, special mention to GrowthX®, Abhishek Patil Udayan Walvekar for creating this awesome community. If you are looking for a plug-and-play stack to power insurance for your users/customers with a quick turnaround time, reach out to me at [email protected] to understand how we can help you generate additional revenues while providing value add to your clients.

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A founder's life passes by in waves of emotions. The highest one is immense gratitude. 💰 The thrill when you hear that Shopify order  notification or see your products at a store.The ch - ching always makes me smile. 😍 The joy when you meet a customer or they get in touch to say how much they LOVE your product. ✨️The freedom to set your own schedule 💜It’s when someone asks, “What do you do?” And you proudly say: “I’m building my own brand.” These moments make all the tough times worth it. It’s the dream—and the grind ( all mashed up together) But every small victory adds up. And that’s what keeps you going. What’s your proudest moment as a founder? #FounderLife #Entrepreneur #Success

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As a start-up, I fell in love with any revenue. I felt like a hero watching that top-line revenue number increase after being broke. And I couldn't imagine saying no if someone called and wanted to buy something from us. The result was, we did it all. - Cafes - Events - Markets - Catering - Wholesale - Custom products - Bespoke services But then we learned that not all revenue is equal. In fact, some of it can send you backward. For me, that top-line number said nothing about profitability. As we grew to over $10 million a year, I scrolled to the bottom and there was nothing left. The other 100 line items had gobbled it up before it got to our savings account. I remember being so frustrated. All that work, investment and risk just for a salary. So we threw everything under the microscope. Labour Equipment Cost of goods Types of products Even whole revenue streams It was a game-changer. And this weekend I want to share the steps we took to turn our business around. It's too long for Linkedin so you can read it by jumping on my weekly newsletter. I really hope to see you there. --- Find it by clicking the link in my bio. Or type into your browser. www (dot) jarroddeaton (dot) com (dot) au

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Influencer Marketing Strategies: Swiggy and Cred Two notable examples of this strategy are Swiggy's IPO shares allotment to celebrities and Cred's influencer-driven advertising campaigns led by Kunal Shah. Swiggy's IPO Shares Allotment: Swiggy's decision to allocate IPO shares to celebrities was a strategic move aimed at generating significant buzz and attracting retail investors. By associating the company with well-known personalities, Swiggy sought to create a sense of credibility, trust, and excitement. Celebrities, with their vast social media followings and cultural influence, can serve as powerful advocates, encouraging their fans to invest in the company. This strategy is particularly effective for startups or emerging brands that need to establish a strong public image and attract investor attention. Cred's Influencer-Driven Advertising: Cred, on the other hand, has adopted a more direct approach to influencer marketing. The company has partnered with a wide range of influencers, from actors and comedians to social media celebrities, to create engaging and entertaining advertising content. These influencers often showcase their personal experiences with Cred, highlighting the benefits and perks of using the platform. By tapping into the authenticity and relatability of influencers, Cred has been able to connect with a diverse target audience and drive user acquisition. 1️⃣ Comparative Analysis: While both strategies involve the use of influential individuals to promote a brand, they differ in their approach and objectives. Swiggy's strategy focuses on creating a sense of credibility and excitement, while Cred's strategy aims to engage the target audience through entertaining and relatable content. 2️⃣ Effectiveness: Both strategies can be highly effective, but their success depends on several factors. Swiggy's strategy relies on the celebrity's credibility and influence. If the celebrity's actions or statements are perceived negatively, it could have a negative impact on the brand. Cred's strategy, on the other hand, is more dependent on the quality of the content and the relevance of the influencers to the target audience. 3️⃣ Target Audience: Swiggy's strategy is likely to appeal to a wider audience, as celebrities have a broad reach and can attract investors from various demographics. Cred's strategy, however, is more targeted, focusing on a specific demographic of credit card users. 4️⃣ Implications: Both strategies have implications for the future of influencer marketing. Swiggy's strategy highlights the potential of leveraging celebrities to generate buzz and attract investors. Cred's strategy demonstrates the importance of creating engaging and relatable content that resonates with the target audience. As influencer marketing continues to evolve, brands will need to adapt their strategies to stay relevant and effective. #swiggy #swiggyipo #ipo #cred #statrup #cred Kunal Shah

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Once PMF is established for a product , next step in revenue growth is category expansion and often founders struggle with their second product . One conversation I had with a founder, the founder confessed that the opportunity arose and they kept on creating products that made sense from supply pov and now their brand is lost because the products are from diverse categories and the consumer doesn't understand what they stand for. When it comes to innovation there is a 70:20:10 rule , 70% of portfolio should be core where consumers imagery of the brand matches the brand's identity , generate opportunities to cross-sell and up-sell to the same consumer 20% should be in the adjacent categories which help get newer customers to the brand and 10% can be moonshots which don't derail the brand , while they appear like a sore thumb in the portfolio they generate revenue. If your portfolio however is full of the moonshots the consumer disassociates with the brand . Often founders make the mistake of believing they own the brand , a founder owns the organization , the brand is co-owned by customers - one must listen to them. #Innovation #CategoryExpansion #Moonshots

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Dear Arindam - for VCs - learning from their portfolios or learning of founders who have executed successfully are key.. I have been gaining a lot of perspective from your detailed “execution” of several “first of its own” kind of experiments and how they have fared.. This consolidated summary post should be used, researched as a goldmine resource by young & aspiring founders and VC firms portfolio teams equally :-) There is always room for doing better everyday and we look forward to continued learning & sharing by you - our best !! Lets #SucSEEDtogether !!

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Who exactly is losing market share in the hotly contest grocery commerce? I thought it must be the now-not-so modern retail, but I'm not so sure. Zepto raised $665 Mn at a valuation of $3.6 Bn, and is in talks to raise $250 Mn more. And their cofounder and CEO Aadit Palicha recently commented that they can beat DMart - Avenue Supermarts Ltd on GMV in the next 12-18 months. Swiggy Instamart also is growing, and Blinkit is likely to be more valuable than their owner Zomato itself - so they are all doing well, even if Dunzo isn't. Sure, no idea what JioMart Digital is doing, but deep pockets. Same with Tata Digital and their weird assortment forced to converge on Neu. bigbasket.com is trying to unlearn and relearn, and it just might. And Flipkart Grocery and Amazon Fresh are also upping their game - launching faster deliveries, discounts, improved fill rates, and selection. So I wonder if it is the modern-trade players? The likes of More Retail Private Limited, Spencer's Retail, STAR BAZAR, and SPAR Retail that are suffering? The nearest Spencer's to me is definitely a sore sight, now reduced to a shell of it's former glory - I think they aren't even replenishing inventory now. And we all know what happened to Big Bazaar - Future Retail. But Dmart itself isn't doing half bad - with pareto presence in just 23 cities, and no presence in UP (except NCR), Bihar, and West Bengal, they have considerable headroom, still. And they haven't yet quite solved for ecommerce, so while The Ken says that they are lost, they may find their way, eventually? I also don't think that the real consumption is growing, if at all, it may even shrink with the K-growth. Thus, some one _is_ losing share. And if it is not modern trade, then is it the regional chains? The single kiranas? The corner-store? The hand-cart? I'm not entirely sure because this data is hard to organize, and get. Would you know? Image created by AI in Microsoft Bing Copilot.

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You'll always question if the market is overvalued. And that's okay. Let me explain. I felt this deeply when analyzing the Indian markets recently. The numbers were clear, but doubts lingered. I started to think: - Are investors paying too much? - What does this mean for future growth? - Should I be cautious or optimistic? I wish I could tell every investor; It's a complex picture. I took a deep dive into the data and found some insights. Often, markets are a mix of signals. Not always clear, but often. These are the steps I took to understand the valuation: → I looked at the P/E ratio. The SENSEX's P/E ratio of 23.88 is high. Investors are paying a premium compared to historical levels. → I checked the Buffett Indicator. India's market cap to GDP ratio is 102.75%. This is above the 10-year average, suggesting overvaluation. → I analyzed foreign investor activity. In October 2024, foreign investors sold $8 billion in Indian stocks. This was the largest outflow since March 2020. → I reviewed expert opinions. Some experts, like Mark Matthews, express caution. Others point to strong GDP growth as a justification for high valuations. So, while some indicators suggest overvaluation, the economic fundamentals offer a different story. On one hand: - NIFTY trades at ~20x forward earnings vs historical average of ~17x - Small/mid-cap valuations are significantly stretched - FII ownership remains high, risking potential outflows - GDP numbers warrant scrutiny given base effects However: - Corporate earnings growth remains robust (15%+ YoY) - Banking sector NPAs at decadal lows - Domestic retail participation provides valuation support - India's consumption story and demographic dividend remain intact According to me, the key is bottom-up stock selection rather than index-level calls.

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#InvestmentUpdate I am thrilled about our investment in MatchLog Solutions Pvt. Ltd.! 💯 I am excited to work along with Abhishek Baheti, Dhruv Taneja and other team members to make this big in the EXIM space! ✨ MatchLog is an optimization Platform for EXIM containers for eliminating dry runs - making the supply chain more efficient. #Investment #SupplyChain #JulyPortfolio

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It is good that meat delivery is doing well. It solves a significant public health issue as well. The meat (red meat and fowl) and fish supply chain in India is very poor and unhygienic. Hygiene issues are further complicated by the near-ubiquitous absence of a cold chain. Quite a few meat delivery companies have emerged and are doing well. They are helping to clean up the unorganized sector and introduce basic hygiene and safety standards. Their consumers can now get safe food and hold these companies accountable. In addition, I also hope they can exercise control over suppliers and ensure humane slaughter and transportation of animals. Animal cruelty is also rampant in India, and we must adopt the same regulations that the developed world is increasingly moving towards. Additionally, animal husbandry is one of the best ways to enhance the incomes of small farmers. This profession has always had the problem of a lack of assured markets and organized support. Maybe businesses will emerge that can create and support farmer clusters and link them up to assured purchase from these emerging organized sector players. Another important issue is the funny obsession of Indian meat eaters with "fresh meat," and a lack of preference for frozen meat, although almost all of them are cooking and eating meat that has been outside the cold chain for too long, and there is nothing fresh about it. People must be educated that frozen produce, which is frozen almost immediately after slaughter/catch, is probably the healthiest and "freshest" meat. A successful education campaign will create a market, reducing wastage at the supplier's end by giving longer shelf life to stuff. Also, I am willing to bet that many purchases from these vendors are not cooked immediately and go into the home freezer anyway, to be thawed and cooked later.

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