solutions@subhashchakrobortty.com
“The product you choose is the foundation of your entire D2C business. Choose right, and your brand can scale. Choose wrong, and no amount of marketing will save it.”
✅ Why Product Selection Matters
- It’s the core driver of sales, brand positioning, and margins.
- Everything else—your website, ads, packaging, even influencer strategy—depends on how good, useful, and unique your product is.
🔹 1. Solve a Real Problem or Desire
Ask: What problem am I solving? Or what desire am I fulfilling?
You’re not just selling a product—you’re selling an outcome.
📌 Examples:
- Silver Rakhi → Emotional tradition + long-lasting keepsake
- Organic Face Serum → Clearer skin without chemicals
🔹 2. Study Consumer Search Behavior (Real Data, Not Assumptions)
Use the tools real marketers use:
- Google Trends → Check search interest over time
- Amazon Best Sellers → See what’s selling in your niche
- Ubersuggest / Ahrefs → Check search volume and keyword difficulty
- YouTube & Instagram → What are creators showcasing organically?
🔍 Example Search:
“Handmade silver jewellery” — Rising trend in gifting categories
🔹 3. Validate with Competitor Research
Check:
- What are the top-selling SKUs in your category?
- Which products have high reviews but poor presentation? That’s your chance.
- Look at ads competitors are running (use Facebook Ad Library).
🧠 Tip: Avoid jumping into highly saturated items like generic T-shirts or mobile covers unless you have a strong USP.
🔹 4. Check Product Margins & Profitability
Use this simple formula:
Selling Price – (COGS + Packaging + Shipping + Ad Cost + Platform Fee) = Profit
Target Gross Margin: At least 60%
If you’re selling for ₹1000, your all-in cost ideally should be under ₹400.
💡 Add a 10% buffer for returns/damages when calculating cost.
🔹 5. Evaluate Product Viability on 4 Key Dimensions
| Criteria | Good Product Should Be… | Why It Matters |
|---|---|---|
| Demand | Increasing or stable | You’ll sell consistently |
| Differentiation | Unique or improved version | Stand out from clones |
| Logistics | Easy to ship, low breakage | Saves cost and returns |
| Margin | 60%+ | Sustain ad costs and still profit |
🔹 6. Test the Product Before Going All In
Instead of investing ₹2L in 1000 pieces, test 50–100 units:
- List on your website or Amazon
- Run WhatsApp/Instagram campaigns
- Track CTR, feedback, repeat buyers
📦 Consider running a beta launch with 20 early buyers and get reviews.
🔹 7. Think Beyond One Product (Is There a Line Possible?)
Ask: Can I build a product range from this?
You’re not just selling 1 item — you’re building a brand.
🧵 If you start with a silver rakhi, can you later sell silver rings, earrings, cufflinks?
✋ Common Mistakes to Avoid
❌ Choosing based on your taste, not customer need
❌ Selling something with poor margins
❌ Relying only on supplier suggestions without market proof
❌ Trying to be a cheaper version of someone already successful
✅ Final Checklist: Is This the Right Product?
- Solves a specific problem or desire
- Has increasing or steady demand
- Differentiates clearly from competition
- Gives 60%+ profit margin
- Easy to source and ship
- Fits into a larger product line
- Tested with at least 20–50 real people