Notes

Things I think about. Occasionally useful.

AUG 13, 20266 mins min read

D+2 COD Remittance for D2C Brands: What It Means and Why It Kills Your Cash Flow

What D+2 COD remittance actually means for Indian D2C cash flow, how to model the working capital gap, and what it costs you at ₹10L+ monthly revenue.

AUG 08, 20265 mins min read

COD vs Prepaid: What the Numbers Actually Look Like for Indian D2C Brands

COD vs prepaid for Indian D2C brands: the real cost breakdown, RTO impact on margins, and how to move your prepaid ratio without killing conversions.

AUG 04, 20266 mins min read

How to Run Your First Meta Ad for a D2C Product

A practical guide to running your first Meta ad without burning your budget. Objective, structure, landing pages, and what to actually read from the numbers.

AUG 01, 20266 mins min read

What is ROAS And Why a Good Number Can Still Mean You're Losing Money

What ROAS actually measures, how to calculate your break-even ROAS for a D2C brand, and why a 4x can still mean you're losing money on every order.

JUL 22, 20266 mins min read

Meta's Algorithm Just Got Smarter. Here's What That Means for New Campaigns

Meta quietly changed how it finds buyers and counts conversions in 2026. What it means when you're launching cold.

JUL 01, 20267 mins min read

Why Cheap Leads Are the Most Expensive Thing in Your Funnel

CPL going down feels like a win. It usually isn't. Here is what actually happens when you optimise for cheap leads and how to fix it.

JUN 18, 20266 mins min read

Meta Instant Forms vs Landing Pages: Which One Cuts Your Cost Per Acquired Customer

Your instant form CPL is ₹150. Your landing page CPL is ₹250. But your landing page leads are buying. Here's how to stop optimizing the wrong number.

JUN 02, 20266 mins min read

D2C Shipping Costs in India: What Courier Bills Actually Look Like at Scale

Forward shipping, COD remittance delays, return costs, weight discrepancies — most D2C founders model one of these. Here's what all four look like together.

MAY 21, 20268 mins min read

What is AI Marketing and How to Actually Use It

Everyone's talking about AI marketing. Here's what it actually means when you're running real campaigns with a real budget.