Veddika's Substack
Veddika AgrawaalMy personal Substack
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 21 | Founded | 6 months ago | Last Issue | 6 days ago |
| Active | |||||
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veddikaagrawaal.substack.comLatest Issues
Are We Building to Scale, or Are We Building to Last?
A couple of days ago, I read that Wipro Consumer Care is acquiring a 60% stake in Dermatouch for ₹387.5 crore.
My first reaction was simple: another D2C acquisition.
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The Underdog I Got Wrong: How Flipkart Quietly Won the India That Actually Matters
Not consciously.
It’s just that the narrative does the underestimating for you.
In Tier 1 India, the default reflex is Amazon.
“I’m on Amazon.”
“I’ll check Amazon.”
The metros made Amazon the verb, and if you spend enough time building...
Convenience Is Replacing Loyalty
I belong to Gen Z.
And if there’s one thing older generations seem to agree on, it’s that we’re not very loyal.
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India Doesn’t Have A Women Entrepreneurship Problem. It Has A Women Scale Problem.
While reading Inc42’s recent D2C 3.0 report, one statistic stayed with me far longer than the headline ecommerce growth numbers did.
Women-led D2C startups in India have raised over $1.2 billion, accounting for nearly 12% of total D2C fund...
Ceramides, Q-Commerce, and Fake Weddings: The 2026 Indian Consumer in Three Searches
I read the Kantar India in Search 2026 report this week. And the more I sat with it, the more I realised — this isn’t really a search report.
It’s a generational document.
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Authors
The writers behind this newsletter.
Thinking out loud about Indian e-commerce — marketplaces, D2C, and how brands actually grow here. Founder, EcomBeyondDropship. Warwick Business School. Based in Surat.
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