A PROPOSAL FOR INDIA'S QUICK-COMMERCE LEADERS
The one ad impression your platform can't sell yet
From: Rajat Gupta, Founder — Vybd (vybd.in) · For: Retail Media / Brand Partnerships
You've built one of India's fastest-growing ad businesses — but every format lives inside the app. The most
valuable impression you create, you give away for free: the delivery bag that lands in a customer's
hands, at home, with their full attention. No one has productised it. I think it's the best untapped at-home
ad inventory in the country — and I'd like to be your customer zero.
₹1,600 cr+
q-commerce ad revenue in a year — 100% in-app~0
self-serve ways for a small D2C founder to reach the household1 bag
= the only physical, in-home, undistracted impression you own
The gap
Your ad stack — sponsored search, banners, brand stores — is brilliant at one job: helping a brand win the
moment a shopper is already deciding inside your app. But there's a whole segment it can't serve: the
100,000+ Indian D2C founders and local brands who don't want to win an in-app auction — they want to land a
physical, memorable touchpoint in the home. Today that's locked to a handful of giant brands via manual,
top-down sampling deals. There is no self-serve "put my flyer in the bag" path. I found this out the slow way —
every dark store I visited said the same thing: "first time anyone's asked; there's no process; it comes from the top."
The product: "Local Inserts"
A self-serve physical-insert format — think Brand Central / your retail-media stack, extended from the screen to the bag:
- Upload a print-ready flyer (fixed size/weight spec) → auto-moderation (brand-safety + category rules; no private-label competitors).
- Target by city → locality (dark-store catchment / pincode). Basket-signal targeting later (e.g. a kids' product flyer into family-grocery baskets).
- Pick volume + dates → see price (CPM, e.g. ₹/1,000 inserts) → pay online.
- Fulfil: flyers arrive pre-sorted per dark store; packers add max one insert per bag during the window — one motion, no decision at pack time, no speed hit.
- Measure: a unique QR / short-URL per campaign → scans + sign-ups → advertisers see ROI and re-spend.
You've already solved the hard parts — here are the guardrails baked in
Speed is sacred
Pre-sorted inserts, one motion, no pack-time decision, campaign-windowed. Your 10-minute promise is untouched.
Experience first
Max 1 insert/bag, size & weight cap, per-customer frequency cap, premium-tier opt-out. No clutter, no "junk mail."
Brand safety
Content moderation + category exclusivity. You never carry a competitor of your own private labels.
Clean attribution
QR/UTM per campaign so advertisers can prove ROI — which is what turns a pilot into recurring spend.
Why it's worth your time
- Near-pure-margin revenue on inventory you already produce and deliver — the bag is a sunk cost.
- A new advertiser segment your in-app formats can't reach: the long tail of D2C/SMB founders. Your digital
ad business serves brands on your app; this serves everyone who wants to reach your customers. Additive, not cannibal.
- A physical brand-building objective (not just in-app conversion) — a different budget line you don't compete for today.
- First-mover: whoever productises this owns the category and the long-tail relationships before anyone else.
My ask: let me be customer zero
I'm not asking you to build a product. I'm asking for the smallest possible test: one dark-store cluster,
one week. I bring the print-ready flyers and cover the print cost; your team adds one per bag; we both watch
the QR scans. If it works, you have a live proof-of-concept for a new revenue line — built and measured on a real
advertiser — for almost nothing.
Why me: I run Vybd — AI-personalised, print-ready study worksheets for
school children (CBSE/ICSE, zero screen time). My customers are the urban parents you deliver to every
single day. A worksheet flyer in a grocery bag is about as on-target as physical advertising gets.