What this playbook covers
The Dcrayons playbook for D2C brands scaling from Rs 25 crore ARR toward Rs 200 crore. It is the actual operating blueprint we use on engagements: not a marketing whitepaper, not a vendor pitch.
Inside the 68 pages
- Part 1: Architecture. Commerce platform decisions (Shopify vs Plus vs headless), CMS + content architecture, payment + checkout architecture, multi-region expansion shapes.
- Part 2: Stack. The integration spine -- accounting, logistics, marketing automation, analytics, returns, subscriptions, and how they wire together cleanly.
- Part 3: Paid media discipline. Multi-channel governance, CAPI architecture, conversion data integrity, the TACoS + MMM pattern, and quarterly budget allocation.
- Part 4: Lifecycle marketing. Identity resolution, segmentation, trigger architecture, the cadence that drives 20-40 percent of revenue.
- Part 5: Operational discipline. Sale event playbooks, customer service routing, reporting cadence, and the audit posture that scales past Rs 100 crore.
- Part 6: India-specific operating discipline. GST + e-invoicing automation, DPDP compliance, multi-marketplace pattern (Amazon + Flipkart + Myntra + Nykaa), regional language + locale.
- Appendix. A 90-day audit checklist + reference architecture diagrams + glossary of every term that appears.
Who this is for
D2C founders, CTOs, CMOs, and growth leads at brands operating between Rs 25-200 crore ARR. If you're scaling past the operational ceiling where ad-hoc decisions stop working and need the documented discipline that does work, this playbook is the starting point.
What it's not
This is not a beginner's guide. We assume you're past product-market fit, past the first Rs 5 crore ARR, and operating with at least one full-time growth team member. If you're earlier than that, our how-to content series is the right starting point.
How to use it
The playbook is structured so you can read it cover-to-cover OR pull individual sections when you're making a specific decision. Each section ends with a 5-10 item production checklist you can hand to your team.
