Indian D2C brands put 90-day repeat purchases at the centre of festive marketing

The Bear House, Libas, Koskii and RENEE are shifting festive playbooks from acquisition-led discounting toward segmentation, cross-selling and personalised follow-ups. Koskii’s September bridal campaign generated about 10,000 registrations, 864 purchases and roughly ₹1.5 crore in attributable revenue.

— Source publishedTue, 8 Sept, 2026, 11:00 IST·First seen Tue, 8 Sept, 2026, 11:31 IST·Source Inc42

What happened

Indian D2C brands are shifting festive marketing toward retention, personalised communication and 90-day repeat-purchase measurement. The Bear House, Libas,

Key facts

  • ₹270 Cr operating revenue over nine years
  • 90-day repeat-purchase assessment
  • Koskii September 2025 bridal campaign: approximately 10,000 registrations and 864 purchases
  • Koskii campaign AOV: about ₹17,000
  • Koskii directly attributable revenue: roughly ₹1.5 Cr
  • Koskii previously allocated roughly 60% of media budget to non-digital channels
  • Japam: over 500 SKUs
  • Purple Style Labs IPO: ₹680 Cr issue; listed at ₹535 versus ₹575 IPO price; FY26 loss ₹285.4 Cr and operating revenue ₹557.8 Cr
  • Nua funding: $50 Mn
  • Mokobara funding: ₹170 Cr
  • Comet funding: $10.6 Mn
  • SUGAR Cosmetics funding: ₹145 Cr
  • RentoMojo IPO: ₹1,256 Cr; price band ₹384-₹404; FY26 revenue ₹387 Cr and profit ₹104 Cr

Why this matters

Retention, first-party customer data and lifecycle-marketing capabilities are becoming strategic assets for D2C partnerships or acquisitions, particularly in high-intent categories such as occasionwear and beauty.

What to watch

  • Reported 90-day repeat-purchase rates and second-order contribution margins for festive-acquired cohorts.
  • Changes in average discount depth, coupon redemption, return rates and CAC during the festive period.
  • Registration-to-purchase conversion and subsequent repeat behavior from bridal and occasion-led campaigns.
  • Growth in CRM, CDP, loyalty, WhatsApp and marketing-automation spending among Indian D2C brands.
  • Marketplace and quick-commerce festive discount intensity, especially in beauty, apparel and ethnicwear.
  • Inventory stockout rates in high-cross-sell categories and delivery experience metrics after peak festive demand.
  • Build 30-, 60- and 90-day customer cohorts by festive acquisition source, category, discount depth, geography and payment method.
  • Use bridal, ethnicwear and beauty purchase signals to trigger complementary-product recommendations rather than blanket coupon campaigns.
  • Tie influencer and performance-marketing compensation to first-to-second-order conversion or 90-day contribution, not only first-purchase ROAS.
  • Create post-festive retention calendars around weddings, gifting occasions, payday cycles and product replenishment windows.
  • Restrict deepest incentives to high-LTV or lapsed-customer segments while testing non-discount benefits such as early access, styling support, bundles and loyalty credits.
  • Align demand forecasts and assortment availability with CRM cross-sell campaigns so personalised outreach does not promote out-of-stock products.

Also reported by