Khatri: Selling ₹500 products via D2C breaks unit economics
Amit Khatri · From Selling Mobile Covers To Building a 1000Crore Revenue D2C Brand ft. Amit Khatri, Founder-Noise · May 16, 2022 · at 7:08
Amit Khatri, co-founder of Noise, explains why selling low-ticket smartphone cases through their website forced them to pivot to higher-ASP categories.
0:00 / 0:10exact quote · 10.4s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“So, so we realized that if you have to sell from our website, a 500 crore, a 500 rupees product cannot do justice because there is a customer acquisition cost, logistics, payment gateways you need to handle.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Amit Khatri
Khatri: Early Indian gadget market lacked mid-tier options before homegrown brands
“I got exposed to international market in the West, where I could see that there are a lot of products which are there in the market, which India never had. I mean, India, it was all just super expensive brands like Apple or Fitbit, or you call cheap Chinese kn…”
Khatri: 20% of Noise's revenue comes directly from its D2C website
“We are one of the largest DTC websites where 20% of the business come from there.”
Khatri: Noise scaled revenue to ₹800 crore after wearables pivot
“And then on, we pivoted ourselves to a category which was smartwatches and hearable. And from then on, it started, we grew first year, then to one 50 crores. Next year, we more than doubled. From one 50, we moved to three fifty-odd crores. And last year, we wo…”
Khatri: Wired earphones were a high-volume but zero-profit market
“If we had to go for a wired earphone market, then we had to fight with big giants like JBL, Sony, Philips, and we realized that Amit, it is not, me and Gaurav realized that it's not easy for us to do, and if we go at, It's, what do you call it? It's a red ocea…”