Dhruv Aggarwal, Chief Growth Officer at Emami, emphasized at the D2C & Retail Summit 2026 that influencer marketing can only amplify success once a product has proven demand, warning against relying on creators to fix product weaknesses.
- Influencer marketing should follow, not replace, product-market fit
- Brillare scaled influencer content from 15 to 2,000 videos monthly
- Brands must monitor acquisition costs and use relevant creators
What happened
Dhruv Aggarwal, Chief Growth Officer at Emami, shared key insights at Inc42’s D2C & Retail Summit 2026 regarding influencer marketing strategies for D2C brands in India. He advised that influencer marketing should be scaled only after brands are confident they have achieved product-market fit, as content creators cannot compensate for products that fail to meet consumer needs effectively.
Aggarwal illustrated this approach with Emami’s personal care brand Brillare, which expanded its influencer-generated video content from about 15 videos per month to 2,000 by collaborating with an equal number of influencers. This strategy helped double the revenue, proving the power of aligning marketing efforts with a well-established product.
Why it matters
The Indian D2C market is highly competitive, with consumers increasingly fragmented across geography, socioeconomic status, and digital behavior. Aggarwal’s cautionary note to monitor customer acquisition costs ensures that brands do not simply buy sales but create lasting consumer demand. This financial discipline is critical in sustaining growth beyond quick spikes driven by influencer hype.
Moreover, creating multiple narratives through diverse creators enables brands to connect authentically with various consumer segments, including Gen Z and buyers from Tier II and Tier III cities. Developing rapid-response campaigns that leverage cultural moments also strengthens brand relevance in a dynamic social media environment.
What to watch next
Expect D2C brands in India to increase focus on identifying and nurturing product-market fit before heavy investment in influencer marketing. Emami’s continuing acquisitions in the D2C space, such as the 60% stake purchase in IncNut Digital (parent of Vedix and SkinKraft), signal an ongoing commitment to scaling brands with solid product foundations supported by creator-led marketing.
Additionally, brands will likely continue experimenting with unconventional influencers like stand-up comedians to better engage younger demographics. With product discovery becoming more fragmented across social and community platforms, influencer content is evolving into a multifaceted tool for ongoing consumer education and trust-building rather than a short-term customer acquisition tactic.