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.

The Indian D2C Operator's Playbook: Architecture, Stack, and Discipline for Rs 25-200 Crore ARR

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