impuls8 reports
Reports
Measured data on the Indian D2C market, free to download and free to quote. Every figure is read from public listings rather than modelled from panels — and every report states its method and its limits, including where we have been wrong.
Shelf reports
One category, measured product by product: who holds it, what they charge per 100ml, how deeply they discount, and how much is actually moving.
Safari Sells More Luggage on Amazon India Than Every Other Brand Put Together
Every suitcase, cabin bag and luggage set Amazon India shows for five searches, 592 listings, with every one that shows sales opened. At least ₹202.0 crore a year. Safari takes 51.7%, more than every other brand together; Indian legacy brands take 75.3%, multinationals 12.7% and Indian D2C 8.4%. Checked against each company’s reported revenue, so you can see what share of its sales the shelf is. Blue is 28% of pieces sold, green outsells black, and cabin size is 41%. Read in the week before Amazon’s festive sale.
PDF · 6 pages · 87 KB · Oct 2026
Indian Brands Win 34% of Body Lotion Sales on Amazon India. In the Gulf, Under 2%.
Body lotion read in nine markets on one day: Amazon in India, the UAE and Saudi Arabia, plus Flipkart, Nykaa, Blinkit, Watsons in six countries, and Sociolla. Amazon India sells at least ₹98.9 crore a year and Nivea and Vaseline take 40% of it; Indian D2C brands take 17.7%. On Amazon UAE and Saudi Arabia, Indian-owned brands take 1.6% and 1.7%, at two to three and a half times the multinational price, and the largest is Wipro’s Enchanteur, made in Malaysia. Blinkit cut 158 of 198 changed prices in the three weeks before winter. South-East Asian body lotion is built to brighten. Read during a festive sale.
PDF · 6 pages · 87 KB · Oct 2026
Seven of 18 Indian Categories Peak in the Same Month
Five years of weekly search demand for 18 Indian consumer categories, with one test applied to each: does it peak in the same month every year? Fourteen do, and seven of those peak in November. Sunscreen is the exception at March, when almost everything else is near its low. Relative interest, never volume.
PDF · 5 pages · 90 KB · Sept 2026
If You Are Not in ChatGPT’s Answer, You Are Not Being Discovered
Buyers now ask ChatGPT what to buy, and OpenAI has announced ads for its free tier in India. We asked the free ChatGPT the ten questions an Indian sunscreen buyer types, five times each, and set the 50 answers beside the Amazon shelf where sales can be measured. Two brands with 13% of Amazon revenue are in six of every ten answers; the Amazon leader is in one of four. Brand-owned product pages are 40 of 132 citations. Includes the six predictions we recorded before the read. Measures what the model says on one day, not demand.
PDF · 9 pages · 126 KB · Sept 2026
Reliance Built India’s Fourth Largest Cola Business. It Is Missing From Most of the Shelf.
Reliance relaunched Campa in 2023 and booked ₹4,700 crore last year. We read the carbonated soft drinks shelf on Blinkit, Zepto and Swiggy Instamart across six dark stores in four cities: Blinkit stocks Campa in Bengaluru and nowhere else, Instamart stocks it everywhere except Bengaluru, and Zepto nowhere at all. A separate brand-by-name search proves that is a stocking gap and not a search result. Not one Indian challenger sells a cola; they sell prebiotic soda and mixers at twice the multinational price, while the Indian corporate group has zero products in the premium band. Quick commerce publishes no units, so this is distribution and price, never market size.
PDF · 7 pages · 86 KB · Sept 2026
Ice Cream on Quick Commerce, Across Three Apps
Reliance launched an ice cream brand on 1 September. Nine days later we read the ice cream shelf on Zepto, Blinkit and Swiggy Instamart — 17 dark store reads in four cities, 55 brands. Small Indian challenger brands are the largest group on all three apps, at 28.4% to 40.9% of products, while Amul holds 11.5% to 20.6% against the 35–45% national share the research houses give it. They also charge 2.4× what Amul charges. Quick commerce publishes no units, so this is distribution and price, never market size.
PDF · 10 pages · 109 KB · Sept 2026
Pet Food on Quick Commerce, Store by Store
Our first quick-commerce shelf, and the first non-beauty category we have measured: 652 products and 55 brands read across six Zepto dark stores in four cities on one day. The deepest store carries 215% more than the shallowest, 36% of products in more than one store are priced differently, and Indian D2C challengers hold at least 22.4% of the shelf. Quick commerce publishes no units, so this is distribution and price — never market size.
PDF · 6 pages · 81 KB · Sept 2026
The South-East Asia UV Filter Map
The first ingredient-level study we have published. UV filters read from published INCI across six South-East Asian markets on one retailer’s shelf — 1,923 products, 330 brands, 83–99% ingredient coverage. Singapore leads on next-generation filters and the Philippines trails; 75% of brands appear in exactly one market. No demand data: this is a shelf, not a market.
PDF · 5 pages · 110 KB · Aug 2026
The Colour Cosmetics Shelf, Measured
₹287.5 crore a year across 700 listings and 70 brands, read listing by listing. Multinationals hold 43.5% and Indian D2C 33.3%. SUGAR Cosmetics and SUGAR POP hold 1.3% between them, and 12,800 of their 13,400 monthly units are kajal and eyeliner — the lipstick business the company was built on does not reach the top 700 listings by revenue.
PDF · 7 pages · 140 KB · Sept 2026
The Men's Innerwear Shelf, Measured
₹187.5 crore a year across 584 listings and 25 brands, read listing by listing. Jockey holds 48.2% and barely discounts. The twelve legacy Indian brands below it hold 5.4% between them, and XYXX alone out-earns all twelve combined at more than twice the price per piece. Our first apparel shelf.
PDF · 6 pages · 123 KB · Sept 2026
The Indian Sunscreen Shelf, Measured
₹197.3 crore a year across 150 products and 64 brands, read listing by listing. Indian D2C holds 51.5% of it across 22 brands — the least concentrated shelf we have measured, with the top three taking only 22.1%. Per-unit pricing, discount depth and published sales velocity.
PDF · 7 pages · 142 KB · Sept 2026
The Sunscreen Shelf, Across Four Platforms
The same category read on Amazon, Zepto, Blinkit and Swiggy Instamart. 126 brands compete and only 22 are on all four. Amazon holds a pharma and dermatology tail quick commerce never stocks; Blinkit holds a new-D2C tail Amazon never surfaced. A brand’s competitive set is different on every platform, and no platform shows it to them.
PDF · 4 pages · 118 KB · Aug 2026
The Baby Skincare Shelf, Measured
₹97.9 crore a year across 25 brands, read product by product. Dermatology and multinational brands hold 72.7% of it; Indian D2C holds 9.8%. Per-unit pricing, discount posture and published sales velocity.
PDF · 4 pages · 99 KB · Aug 2026
The Indian Serum Shelf, Measured
Every product 13 Indian D2C serum brands sell on Amazon — 637 SKUs, ₹159.0 crore a year, with price against MRP, discount depth, per-100ml pricing and growth trajectory. Includes the correction we published against ourselves.
PDF · 6 pages · 151 KB · Aug 2026
Market and niche reports
Korea → India: Ingredient & Format Diffusion
"What Korea does today, India does tomorrow" — measured across 224 Indian and 10 Korean skincare catalogues. The median ingredient takes 50 months to go from the first Indian brand to the tenth. Collagen is on 113 brands and returns ₹0.013 crore per product; rice returns ₹0.461. Includes the watchlist, and a full account of what it cannot yet claim.
PDF · 4 pages · 99 KB · Aug 2026
The Least Competitive D2C Niches in India
411 micro-niches analysed. 233 come back with three brands or fewer — and the overlap between an empty shelf and rising demand is zero niches.
PDF · 8 pages · 380 KB · Sept 2026
The Premium Pricing Gap
Two-thirds of products in the median Indian D2C niche sell below ₹1,000, and in 84 niches nobody occupies the premium end at all.
PDF · 6 pages · 367 KB · Sept 2026
The D2C Retailer Footprint
54,863 listings across 5,525 retailers. Where Indian D2C brands actually sell, and how many shelves the median brand stands on.
PDF · 8 pages · 388 KB · Sept 2026
Instagram Reach Across Indian D2C
Nobody has crossed a million. The full follower distribution, and what a realistic benchmark looks like for a brand at your stage.
PDF · 6 pages · 355 KB · Sept 2026
Face Serum Brands in India
The competitive map for face serums — who is on the shelf, the price spread, and where the gaps sit.
PDF · 6 pages · 411 KB · Sept 2026
Multivitamin Brands in India
Who competes in Indian multivitamins, at what price, and which positions are unoccupied.
PDF · 7 pages · 407 KB · Sept 2026
Hair Growth Serum Brands in India
Traya and Vedix each hold 500K+ followers — and neither really competes on serums. The full map and the 8× price spread.
PDF · 6 pages · 389 KB · Sept 2026
Sulphate-Free Shampoo Brands in India
The natural haircare shelf: who holds it, how it is priced, and what the claims actually say.
PDF · 6 pages · 396 KB · Sept 2026
Want this run on your category?
We measure a category the same way for brands, agencies and investors — every competitor on the shelf, every product they sell, price against MRP, per-unit pricing, discount posture, review themes and what is actually moving. Before anything is quoted we run a free coverage assessment: which of your competitors we can observe, which fields come back populated for them, and precisely what we would be able to tell you.
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