India has a staggering 750m smartphone users. The figure is set to grow to 1 billion by 2026 according to a recent report by Deloitte. Small wonder that the Indian startup ecosystem is teeming with direct to consumer (D2C) businesses which will be a $100 billion opportunity by 2025 reckons yet another research report. The growth will be led by companies from non-metro geographies and from rural India.