India is home to over 800 consumer brands with a whopping 66 billion U.S. dollars market size in 2023. The market is buzzing with potential, fueled by a rising consumer population and increased disposable income. With the increased competitiveness in the market, brands are going above and beyond when it comes to introducing more and more products that are a hit from the get-go. So we spoke to Sanmaya Biswal (D2C Growth and Retention, What's Up Wellness) to get understand some of his tried and tested strategies for cracking the code to successful product launches in this growing landscape.