This special episode of #ZeroToInfinity podcast takes you inside Z47’s experimental panel event with India’s leading consumer founders, including voices from Mamaearth, Urban Company, and Mosaic Wellness.
From CAC to contribution margin, & retention to revenue models, Kishan Kashyap, Avnish Bajaj & Chandrasekhar Venugopal, share insights on what it really takes to build a durable consumer business in India today.
Listen for a break down of the P&L as a series of strategic choices: It starts with revenue, where TAM is reframed as a lens on market creation vs. market share, and demand signals emerge from how India vs. Bharat actually spends.
Gross margin becomes a moat, shaped by what you build vs. buy. Contribution margin reveals the true cost of platforms, and why owning your channel matters. And finally at the bottomline, it’s about cash, control, and building a business that lasts beyond funding cycles.
Explore the full P&L rethink from an operator founder lens only on the #ZeroToInfinity podcast.
00:25 Introduction
02:32 Breaking Down the P&L of Building Consumer Brands
04:37 Reframing the P&L as Strategic Choices for Founders
04:58 The Revenue Rethink - What & Who are We Really Biulding for?
08:58 Market Creation or Market Share?
12:27 Revenue = Clear Articulation of the Opportunity You're Going After
12:39 Gross Margin Isn't Fixed - It's a Function of the Choices you make
18:43 Don't Just Hope COGS Will Fail - Design Margin from Day Zero
21:39 Contribution Margin: The True Cost of your Channels
25:13 Q-comm's Biggest Mistake: Chasing Scale, Not Sustainibility
28:44 Find the GTM Unlock: PLG, Word of Mouth & Retention
32:52 Bottom Line: Where your P&L becomes your Reality
34:14 RoCE Matters more than EBITDA
35:27 The ZIRP Era Skewed Founder Behaviour
41:20 Limit your Highs. Ground your Lows. Build with Zen Mode on
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