Devi

I obsess over - founder branding(d2c specifically), community & influencer marketing | nerding out on AI currently |

[Devi @thedevification]

20 - preparing for UPSC while freelancing as a content writer

22 - writing for coaching institutes while still prepping

23 - gave up on the prep and interned at a creator economy startup for 2.5 months and then fired

23 - joined a watch company, left in 25 days

23 - became a community manager, met amazing folks, and built my online/offline presence

23 - started writing on LinkedIn

24 - got fired, went self-employed in July 2024
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.
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25 - Working with early-stage founders on founder branding & marketing,
from BTL campaigns and influencer collabs to community consultancy, emceeing, and social media strategy 👀

Wild ride so far but I’m obsessed with the trajectory.
The fun’s just getting started 🫰

(A few pictures from the day I said, “Yepp, self-employed it is.” )

[Devi @thedevification]

looking for a makeup artist from 12th to 17th for 8 hrs, Bangalore based

need on an immediate basis

[Devi @thedevification]

+ people who ask 10 questions before starting one task

[Devi @thedevification]

Incompetent people are the worst to work with

[Devi @thedevification]

@Anjxbee hehehhe 🙂‍↔️

[Devi @thedevification]

Serving lookss and work, all at once

- what a cringe caption 🙂‍↔️

[Devi @thedevification]

protein is the new "organic" if your product doesn't have a protein angle, marketers are finding one.

protein in granola
protein in chips
protein in ice cream

the consumer is buying into the lifestyle, not just the product.

[Devi @thedevification]

I see some people and feel their entire life is sucked out of their soul and then feel extremely empathetic about it

[Devi @thedevification]

Men become pookies when it comes to RCB

[Devi @thedevification]

@Anjxbee yesss :)

[Devi @thedevification]

@vivek_purswani_ 😂😂

[Devi @thedevification]

every d2c brand in india right now is either selling protein or putting it in something that never needed protein.

[Devi @thedevification]

@WisprFlow I see what you’re doing

[Devi @thedevification]

protein is the new "organic" if your product doesn't have a protein angle, marketers are finding one.

protein in granola
protein in chips
protein in ice cream

the consumer is buying into the lifestyle, not just the product.

[Devi @thedevification]

most d2c founders are still playing a 2020 playbook in a 2026 market.

here's what the last 5 years actually looked like and where the next 5 are going.

2019–21: everyone was chasing instagrampretty feed. cheap ads. easy wins. low competition, low CPMs.

2022–23: the micro influencer gold rushthe arbitrage was real. but it crowded fast.

2024: performance marketing got expensiveMeta stopped being the cheat code. CAC quietly doubled.

2025: community became the actual moatthe brands that survived had real people behind them. not just content.

[Devi @thedevification]

d2c is splitting into two camps.
brands with a community. and brands fighting for every click.
there is no middle ground anymore.

[Devi @thedevification]

I just wish someone would pay me to work on my own thing
What a dopamine hit it’s been, building your own stuff and systems

[Devi @thedevification]

my absolute favourite thing to do: go solo, enjoy a yum english breakfast, and jot down random thoughts 🫶🏻