India, Sept. 8 -- When a D2C brand is small, it is relatively easy to know what is working for it. A founder can see which products are selling, which customers are returning and where the money is being spent. But as the business grows, that visibility can start to fade.

This leaves D2C founders with a deceptively simple question: as the business gets bigger, how do you know what is actually working?

The question becomes harder to answer as brands expand across marketplaces, quick commerce, offline retail and their own channels. Each route to market brings a different set of customers, costs and operating challenges, making it increasingly important for founders to understand what is driving growth, and what is quietly eating into it....