Press · Inc42
The End Of The ROAS Era In D2C?
Inc42 on why the Meta/Google paid-acquisition playbook is fraying for Indian D2C - with our founder on the disruption nobody can attribute yet.
What the piece covers
Inc42 argues the ROAS-first playbook is breaking down for Indian D2C: CAC keeps rising while attention fragments across creators, marketplaces, and quick commerce. Brands like Renée Cosmetics now optimise retention, offline channels, and real profitability over headline ROAS.
The piece positions AI-assistant recommendations as the next attribution shock: purchases influenced by conversations that never produce a trackable click.
On the record
“Consumers are now getting recommendations without even visiting a brand's website, which has made marketing much harder to measure.”
Viren Inaniyan, founder, on the shift already visible in the US