India’s D2C market has moved to a stage where profitability matters as much as presence. In beauty and personal care, consumers now look for proof, guidance, and authentic storytelling rather than buying on impulse. Fixderma has stood out by combining dermatological science with a strong digital presence.
Chirag Jagwani, Head of eCommerce at Fixderma India Pvt. Ltd., brings over 13 years of experience across operations, marketing, and P&L ownership. He has built D2C websites and marketplace models on platforms like Amazon, Nykaa, Flipkart, and Qcom Channels like Blinkit, Zepto, and Swiggy, while scaling operations in the US, UK, Canada, and UAE.
At Fixderma, he leads performance marketing, CRM, brand communication, and influencer campaigns, focusing on smart spending and sustainable growth. In this conversation, he shares insights on D2C strategies, marketplaces, and the future of digital-first beauty.
1. You’ve worked across diverse categories, from ethnic apparel to beauty and skincare. How has this cross-industry experience shaped the way you approach building and scaling e-commerce businesses today?
Across every category I’ve worked in, the fundamentals of business and customer understanding have stayed constant. What’s evolved is how consumers behave — from impulsive buying in fashion to need-based buying in skincare.
“Adapting go-to-market strategies while staying anchored to a consumer-first mindset has helped me build scalable and profitable models across diverse consumer journeys.”
This cross-industry experience taught me how to evolve with changing behaviours while still focusing on the same P&L and growth fundamentals.
2. Managing P&L requires balancing growth with profitability. What’s your philosophy on ensuring sustainable growth in a competitive e-commerce landscape?
Sustainable growth in eCommerce comes from balancing brand building with unit economics. Profitability isn’t about cutting spends — it’s about spending smarter and ensuring every rupee adds to long-term brand equity. For me, the focus is always on identifying the right marketing avenues that deliver efficient acquisition while improving repeat rates and lifetime value.
3. Marketplaces and D2C websites often demand very different strategies. How do you decide where to prioritize investments and effort for a brand?
The balance between D2C and marketplaces depends on the product type, stage, and objective. D2C gives greater control over experience and data, while marketplaces deliver scale and visibility. For new or differentiated products, we often build early demand via D2C and then scale it through marketplaces once awareness sets in. The mix should flex as the brand matures.
4. You’ve been closely involved with both branding and performance marketing. In your view, what’s the right balance between storytelling and data-driven execution in e-commerce?
Branding and performance marketing are two sides of the same coin, storytelling creates desire, and data ensures delivery. Early-stage brands may lean 40:60 toward performance, but as awareness grows, the mix naturally shifts.
“The real power lies in integrating both — where creative storytelling directly fuels data-led conversion.”
5. The beauty and personal care space is highly competitive. What strategies do you find most effective in differentiating a brand and building long-term consumer loyalty?
In a crowded beauty space, the only real differentiation is authenticity and proof. At Fixderma, our edge lies in clinically backed formulas, dermatological trust, and patented innovations. When consumers see visible results and transparency, loyalty follows.
“Education and consistency then turn that trust into advocacy.”
6. With rapid changes in consumer behavior and technology, what opportunities do you see on the horizon for D2C and e-commerce brands to stay ahead?
The next phase of D2C growth lies in personalization, sustainability, and experience. Consumers today value brands that genuinely solve problems, for their skin, health, or the planet. Leveraging technology, data, and conscious innovation will separate brands that stay relevant from those that fade out.
