Neutral impactOrders & Deals
South Indian D2C food brands turn to Mumbai tastings as online customer acquisition costs rise
BusinessLine 2 hrs ago·9 Oct 2026, 3:55 am
Direct-to-consumer (D2C) food brands in South India are shifting their strategy to combat rising online customer acquisition costs. As digital advertising becomes more expensive, these companies are moving beyond the screen to host in-person tasting events in Mumbai. This approach allows them to showcase the quality and craftsmanship behind their products, helping to justify premium pricing to a wider audience.
For investors, this move highlights a significant trend in the consumer sector. It suggests that while the digital sales channel remains vital, companies are increasingly relying on experiential marketing to build brand loyalty and secure long-term growth. It also signals a potential shift in how premium consumer goods are marketed and sold in the future.
What to watch next is the effectiveness of these offline events in driving sales. Investors should monitor whether these tastings successfully convert interested consumers into repeat buyers and if this strategy helps stabilize customer acquisition costs in the long run.
Excerpt from BusinessLine
Rising online customer acquisition costs are pushing India’s regional direct-to-consumer (D2C) food brands towards physical marketplaces, where consumers can taste premium products before buying. Andhra Pradesh’s Bon Fiction, Kerala’s Paul & Mike, Coorg-based speciality coffee producer Maverick & Farmer, and Chennai…Read the original at BusinessLine
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