Inc42, Rukam Capital Roll Out D2CX Runway For D2C Winners To Take Flight

It’s not just the size that has exponentially grown over the years; what characterises online shopping in India is the evolving shape of the demand, as the world’s third-largest market sees consumers increasingly looking out for categories that were once barely noticed.

In step with the country’s $2.4 Tn consumer economy’s rapid strides to become the world’s second-largest at $4.3 Tn by 2030, India has emerged as a critical consumption engine, ready to corner one in every eight incremental dollars to be spent over the next five years.

And, what’s fuelling this is an army of over 190 Mn shoppers going online for their everyday needs. Traditional snacking, fashion, eyewear, beauty, every segment has seen brands coming up with sharper products or a more cohesive brand identity to create their space in a crowded market.

In the last five years, digital-first brands didn’t merely survive the post-pandemic shake-out; many went on to beat the incumbents they were once compared to. Brands like boAt, Lenskart, Nykaa, and Snitch have grown beyond being challenger brands to become industry reference points.

The rise of direct-to-consumer (D2C) business is a result of this growing trend. At Inc42, we’ve been at the epicentre of this D2C revolution, tracking its unprecedented growth and impact on India’s consumer economy. Through platforms like FAST42, D2C & Retail Summit, D2CX Cohorts, and D2C Retreat, we’ve spent time with the founders, operators, and investors building the next generation of consumer brands. 

Our estimates show that India’s D2C space is on course to become a $300 Bn market by 2030, powered by rising digital adoption, evolving consumer demand, and relentless brand innovation.

Not to mention, there is a sea of opportunity. Modern brands need to stay rooted in strong fundamentals, balance growth with profitability, and innovate constantly to meet evolving consumer expectations. We believe the next phase of India’s consumer internet story will be defined not by how many brands are launched, but by how many of them manage to scale sustainably. 

Against this backdrop, Inc42 has rolled out D2C accelerator programme, D2CX Runway, in collaboration with early stage consumer internet investor Rukam Capital. The four-week accelerator programme will identify, mentor and back some of India’s most promising D2C startups as they transition from early traction to scalable, investment-ready businesses.

From a pool of applicants, 15 startups will be shortlisted through a deeper evaluation process to join a four-week, high-intensity hybrid accelerator programme designed specifically for D2C brands.

Interested D2C founders can apply for this accelerator programme till May 31st, 2026.  Apply Now

Along The 4-Week D2CX Runway

The four-week programme has been designed to balance learning with execution. In the first three weeks of virtual sessions, the selected founders will engage with leading D2C operators, founders, and ecosystem experts. These sessions focus on breaking down real growth challenges and providing practical playbooks that can be applied immediately.

A five-day, in-person residency follows this in Delhi NCR. The residency is designed to foster working closely with peers and mentors through intensive workshops, candid discussions, and hands-on problem-solving. It is also where most cross-founder collaboration and operator access will take place.

The programme culminates in a Demo Day, where selected startups will pitch for real investments and gain access to a broader network of capital and strategic partners. Through structured guidance on metrics, governance and narrative-building, the programme will open the gates for a ₹10 Cr investment pool from Rukam Capital. 

Over the years, Rukam Capital has backed brands like BECO, GoDesi, Upliance.ai, SleepyOwl, Burger Singh, and Mila Beaute. “By combining Inc42’s ecosystem reach with Rukam Capital’s deep consumer investment expertise, D2CX Runway aims to create a structured pathway for the next generation of breakout consumer brands in India,” said Rukam Capital’s founder & managing partner, Archana Jahagirdar.

Across these four weeks, the programme is anchored around three core pillars:

• Brand Building: Sharpen positioning and build retention-led growth
• Operational Excellence: Strengthen supply chains, inventory planning, and multi-channel distribution
• Capital Readiness: Prepare for institutional fundraising with stronger metrics, storytelling, and governance

The idea is to compress months of learning and iteration into a focused, high-impact experience. Apply Now

For founders at the ₹1-8 Cr revenue mark, the challenge is no longer proving the product works, it’s building the systems that allow it to scale without breaking.

D2CX Runway offers a rare combination of operational mentorship from people who have actually built scale, and direct access to capital. 

If you are ready to move beyond surviving the marketplace and want to build a legacy consumer brand, this is your chance. Apply Now

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