BRAT

Business plan · back end

For Pawan and Virat · 23 Oct 2026 · every number sourced

Go after the 62 lakh, not the 800.

India has about 62 lakh FSSAI-registered or licensed food businesses (all kinds, not only makers) and only 9,000 to 11,000 D2C brands, of which about 800 are funded. Small makers are growing their value at 20.4% while the leaders do 8.8%. Only 129 of 64,000+ brands won on volume. Most small brands have a good product and no shelf. That is Brat's whole job.

India FMCGUS$289bnFY25 · 17% CAGR to FY30
India D2C brands9–11k≈800 funded
UAE FMCG online11.9%to Sep 2025
UK grocery£255bn2025 · 3% CAGR

India

Now

Biggest base, fastest growth, and small makers are growing about 2.3× faster than the leaders.

MetricValueYearSource
FMCG marketUS$289bn, to US$643bn by FY30 (forecast)FY25IBEF, May 2026
FMCG growth17% CAGR FY25–30 (forecast)FY25–30KPMG, Jun 2026
FMCG value growth, quarterly+11% Q1, +13.9% Q2, +7.8% Q42025NIQ, 13 Mar 2026
Small makers vs leaders+20.4% value for makers under ₹100 cr, vs +8.8% for leadersQ3 2025NIQ via ICE
Brands tracked64,000+ brands; only 129 were volume winnersMAT 2025NIQ via ICE
D2C marketUS$10–12bn (narrow, McKinsey) to US$65bn GMV (broad, Inc42); US$55–60bn to US$310bn by 2030–312025McKinsey Feb 2026; Inc42 2026
D2C brands≈9,000 (Redseer) to 11,000+ (Tracxn); ≈800 funded2023–24Redseer; Tracxn
New D2C brands a yearUNKNOWN. Proxy: 307–380 funding rounds a year; US$898m raised in 20252021–26Tracxn via TechNode, Aug 2026
Food businesses (FSSAI)51.2 lakh registrations + 10.8 lakh state + 73,516 central licences; 1.7–2.2 lakh new a month2025FSSAI
FMCG sold online6% of urban, 14% metros, 18% top-8 metros; quick commerce is 75%+ of FMCG e-commerceDec 2025NIQ, Mar 2026
Quick commerceUS$10–11bn GMV, to US$65–70bn by 20302025Bain, Apr 2026
Gen Z43% of consumer spend (US$860bn), US$2tn by 20352024Snap × BCG, Oct 2024

UAE / Dubai

Next

Smaller but rich, 11.9% of FMCG already online, and a premium, curated catalogue fits.

MetricValueYearSource
FMCG growth+6.8% value (+4.9% volume); +7.3% Q1 20262025NIQ via Communicate, Feb 2026
FMCG marketEstimate ≈US$8.5–9.2bn a year (4 × NIQ quarterly US$2.1–2.3bn)2024NIQ barometer
Packaged foodUS$7.68bn, 5.4% CAGR to 20302025Dubai Intl Chamber, Jan 2026
Online foodUS$1.2bn, 8.5% CAGR to 20292025Dubai Intl Chamber, Jan 2026
E-commerce, allAED 42.2bn (US$11.5bn), to AED 67.2bn by 2030; 15.7% of retail2025EZDubai / Euromonitor, Sep 2026
FMCG sold online11.9%to Sep 2025NIQ
Food & beverage factories568 in the UAE, 315 in DubaiundatedEmirates Food Security Council via Zawya
D2C size, brand count, launches a yearUNKNOWNNo reputable source found

UK

Later

Mature and slow (about 3% a year). Best as an export lane for Indian craft brands, not a launch market.

MetricValueYearSource
Grocery market (FMCG proxy)£255bn (+4.3%), to £297bn by 2030 (3.0% CAGR)2025IGD, Jun 2025
Food & drink manufacturers12,130 businesses; £42bn GVA; £25.6bn exports2025Food and Drink Federation
Online grocery£23.4bn (−0.9%); ≈12% of grocery; £31.7bn by 2029 (forecast)2025IBISWorld; Kantar; Mintel
Challenger brandsGrew unit sales faster than category leaders (qualitative)2024–25NIQ via Retail Times
D2C size, brand count, launches a yearUNKNOWN (Mintel D2C report is paywalled)Mintel, Sep 2025

Who we go after, in order

  1. Now, India, Delhi NCR first (Oct–Dec 2026). The 17-brand launch lineup, then small food and drink makers already selling on Instagram, their own sites, Amazon or Flipkart, who are under ₹100 cr turnover and want a Gen Z shelf. SuperNode's warehouse is near Gurugram, so NCR is the cheapest place to start.
  2. Next, India's top-8 metros (2027). 18% of FMCG is already bought online there, and quick commerce is 75%+ of FMCG e-commerce. Brat sits alongside quick-commerce listings, not against them.
  3. Then UAE / Dubai. A curated, premium Indian craft catalogue for a market that already buys 11.9% of FMCG online. Needs an importer and local food registration first. D2C market size there is UNKNOWN, so we test before we spend.
  4. Later, UK. An export lane for brands that work in India and the UAE. Growth is slow and won through retail listings, so it is not a launch market.

Where the brands come from

What we track every Monday

MeasureTargetActual
Brands live in the machine15 on 1 Nov (lineup)0 (pre-launch)
Brands plugged in free by 30 OctPROPOSED: set by Pawan and Virat–
Founder forms received a weekPROPOSED–
Orders and net sales a weekPROPOSED–
Repeat customers (30 days)PROPOSED–
Brat's take after logistics, gateway and marketing (of the 49%)PROPOSED–

Targets are left for Pawan and Virat to set. Nothing on this page is a forecast for Brat; market numbers are third-party figures with their sources.

What we still don't know

Go-live checklist, 1 November

  1. Brat entity, GSTIN and FSSAI licence (trading / e-commerce). Owner: Pawan and Virat. Needs a CA.
  2. SuperNode onboarding: warehouse near Gurugram, inbound, SKU master, dispatch. Owner: Pawan.
  3. Supply terms with each brand: 51% of MRP before GST, settled every Monday at 5 pm (Virat, 23 Oct; time zone, cut-off, returns holdback and payout rail to confirm), a dashboard for every brand to see its own analytics, returns, shelf life, NDA, and a warranty and indemnity for the brand's own claims. Owner: Virat approves, BR-01 drafts.
  4. Product data per SKU: from the founder form (read from each brand's site) plus FSSAI number and shelf life.
  5. Shelf life on delivery: at least 30% or 45 days before expiry (FSSAI).
  6. Payments: UPI and cards only, COD off, gateway in Brat's name. Owner: Virat.
  7. Free entry closes 30 October, 11:59 pm; then the listing fee applies (amounts in org_decisions).
  8. Domain: bratstore.online bought; connect it in Vercel and Namecheap. Owner: Virat.
  9. Instagram: kit ready at /preview/brat/social; posts only after Virat lifts the posting freeze.
  10. Brand book: v1.0 signed off by Virat, 23 Oct 2026.

Brand book, v1.0