Case Arena: TAPRI is growing 18% a month and losing money.
A hypothetical D2C brand with realistic Indian D2C economics. TAPRI sells a masala chai premix at ₹799 for a month’s supply and just crossed ₹4.2 crore annualised. It loses ₹186 on every new customer, and only one customer in five ever orders again. Fix it.
Clear both targets: lifetime value at least 3 times acquisition cost, and ₹10 lakh in monthly contribution profit. Then explain your calls and get on the solvers wall.
Solvers wall
Approved solutions, ranked by monthly profit. There is more than one way to crack it, so the reasoning matters more than the number.
Loading solutions.
Why this case
Fast growth that hides a broken unit is the most common story in Indian D2C. The fix is never one lever.
How the numbers work
Each choice moves price, margin, returns, acquisition cost, repeat rate or volume. The server recalculates every submission, so scores on the wall are real.
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