₹1 Lakh Store — 90-Day D2C Playbook for Indian Founders

08 — Operations

Reverse Logistics Flow

Returns cost Indian D2C brands 10-15% of revenue. A smooth return process turns unhappy customers into loyal ones.

10-15%

Return Rate

Industry average for D2C

₹150-250

Return Cost

Per return including shipping

<48 hrs

Resolution Time

From return request to refund

30%

Exchange Rate

Returns converted to exchange

Return Flow Process

Return Requested

Customer initiates via WhatsApp/website

Return Approved/Rejected

Verify within 4 hours, approve if valid

Reverse Pickup Scheduled

Courier scheduled within 24 hours

Product Received & Inspected

Check condition, match reason

Refund/Exchange Processed

Refund within 48 hours or exchange shipped

Feedback Collected

Ask for reason, improve product/process

Return Reason Breakdown

Return Reason	% of Returns	Prevention	Priority
Size/Fit Issue	35%	Better size guide, measurements	High
Product Different from Image	25%	Accurate photos, honest descriptions	High
Damaged Product	15%	Better packaging, QC check	Critical
Wrong Item Delivered	10%	SKU verification at pack stage	Critical
Changed Mind	10%	Set expectations, product videos	Low
Duplicate/Fraud	5%	Verify COD, track suspicious orders	Low

Return Policy Template

Customer-Friendly

Include These

7-10 day return window

Free return pickup (prepaid orders)

₹0 return fee for product issues

Exchange option with free shipping

Instant refund to store credit

WhatsApp-based return process

Avoid These

Red Flags in Policy

No "no questions asked" returns

Don't make customers pay return shipping for your mistake

Don't delay refunds beyond 48 hours

Don't offer 30-day returns (too long for D2C)

Don't ignore return reasons (data is gold)

Don't auto-reject without investigation

RTO Reality: COD orders have 3-4x higher RTO (Return to Origin) than prepaid. Offer a 10-15% discount for prepaid payments to reduce RTO. Every ₹1 spent on prepaid incentives saves ₹3-5 in RTO costs.