Flipkart Data Shows D2C Brands Scaling Rapidly Across Non-Metro India

30 Sept 2026, 9:53 pm · 1d ago · 1 min read · YourStory

Direct-to-consumer (D2C) brands in India are increasingly leveraging Flipkart to expand distribution across non-metro regions, according to platform metrics. Ayurvedic brand Kapiva generates approximately 66% of its platform sales from Tier III cities, with over 70% of its Gen Z shoppers based in Tier II and III markets. Non-metro demand now drives over half of Flipkart's total beauty category volume. Brands such as Plum and Open Secret are using this marketplace infrastructure to penetrate smaller towns, while search behavior reveals Gen Z shoppers prioritize specific skincare ingredients over brand names, boosting category sales significantly.