A lot of Indian D2C brands have hit scale. But their unit economics still don’t make sense. And it’s not a branding or marketing problem. It’s a supply-side reality. Most D2C brands started with the same promise: Low MOQ. Trend testing. Stock only hero products. And Make it in India. Sounds great. But low MOQ usually works only when you’re sourcing from China. The long-term plan is always: “Once we hit volume, we’ll manufacture in India.” In theory, feasible. In reality, extremely hard. Let's take Fast fashion as an example. Fabrics aren’t easily available. Complex pattern-making doesn’t scale locally. Electronics? Mostly assembled in India, not truly made here. So even at scale, economics struggle. And “Made in India” often becomes an illusion for impulse driven categories. Not a moral failure, just a supply chain limitation. That said, India does win in some categories. Artisanal products, leather goods, cotton & t-shirts Which is why many Gen Z & youth focused brands that started with T-shirts & other basic category have scaled sustainably. And then there’s one category that is end-to-end Made in India & is emerging. Right now the category is leaderless, unstructured. But about to hit its inflection point. So if you're a fashion category head, CXO, founder & want to enter a low CAC fast growing vertical, this category is for you. That is Gen Z ethnic wear. One of the early brands in the category have crossed 5 cr in revenue in just 8 months of launch. And the best part. From fabric to manufacturing to labour the entire value chain exists here. Competitive? Yes. But it’s also one of the few impulse categories where brands aren’t structurally handicapped by supply. Not a guaranteed win. But a real edge. That’s exactly why we’ve launched the Gen Z Ethnicwear Playbook (Paid) covering: - Why this market is relevant now - Why it’s structurally different from millennial ethnic - Pricing, product, and marketing strategies that actually work for Gen Z Comment "Gen Z ethnic" to get the playbook link. #genz #indianwear #ethnicwear #biba #libas #fashion #fastfashion #fashiondesign #marketing #mba #consumerinsight #wgsn