Channel Architecture
The strategic shape of D2C, marketplace, modern trade, general trade, and quick commerce. Designed to maximise the Brand OS™ Profitability score, not just revenue.
Solutions · Growth
The compounding engine — distribution, pricing, retention, expansion.
Growth is what most founders ask us about first. It's almost never what's actually broken. The Growth practice fixes the parts of the business where brand decisions become P&L decisions — channel architecture, pricing, retention systems, and expansion sequencing.
What we do
The services this practice runs.
Pricing & Premium Strategy
Price ladders, premiumisation paths, promo discipline. Built to protect margin while growing volume — the hardest brief in Indian consumer business.
Retention Architecture
Cohort design, lifecycle systems, loyalty programs, repeat economics. Where the LTV side of the CAC:LTV equation is actually engineered.
Expansion Strategy
Geographic expansion, category extension, format expansion. Sequenced to protect equity in core markets while opening new ones.
Distribution & Trade Strategy
The unglamorous, decisive layer. Trade margin design, distributor management, retail visibility. The reason brands win or lose in India.
Sales Capability & Org Design
The structural changes that turn a marketing-led organisation into a transaction-velocity organisation. The Three-Layer Transformation Model in practice.
Field note
From the practice.
Most brand strategies fail at the trade margin conversation. We've learned to put that conversation first.
Recent work
Engagements where this practice led.
Story · FMCG
How a regional spices brand recaptured nine points of trade margin in eight months.
Re-engineered distribution architecture and trade incentives — without raising shelf price.
Growth · Marketing · 8 months · 52 → 71
Story · D2C Consumer
How a D2C wellness brand turned a collapsing cohort into a compounding one.
Diagnosed retention as a positioning problem, not a discount problem. Rebuilt the post-purchase experience.
Growth · Experience · 10 months · 41 → 69