D2C lifestyle brand DailyObjects posts Rs 110 Cr revenue in FY25

DailyObjects, a Direct-to-Consumer (D2C) tech accessories and lifestyle brand, has crossed the Rs 100 crore milestone in the fiscal year ending March 2025. However, in order to achieve scale, the company’s losses surged by 60% in the period.

The company’s revenue from operations grew by 31% to Rs 110 crore in FY25 from Rs 84 crore in FY24, according to its financial statements sourced from the Registrar of Companies (RoC).

DailyObjects offers products such as bags, wallets, charging solutions and stationery, among others. The sale of products accounted for 99.6% of the total revenue which increased by 30.5% to Rs 109.6 crore in FY25. The rest of the income came from shipping and delivery charges.

In terms of expenses, the cost of procurement formed 41% of the total expense. This cost increased by 21% to Rs 51.5 crore in FY25 from Rs 42.5 crore in FY24.Advertising expenses increased by 40.5% to Rs 26 crore, while employee benefit expenses climbed sharply by 54.5% to Rs 17 crore during the same period.

Rent expenses doubled to Rs 4 crore, and legal and professional charges stood at Rs 2 crore in FY25. Overall, the company’s total expenses grew by 30% to Rs 124.5 crore in FY25 from Rs 96 crore in FY24.

DailyObjects’ net loss increased by 60% to Rs 16 crore in FY25 from Rs 10 crore in FY24. Its ROCE and EBITDA margin stood at -16.89% and -10.64% respectively.

On a unit basis, the company spent Rs 1.13 to earn a rupee during the fiscal year, compared to Rs 1.14 in FY24. As of March 2025, the firm reported cash and bank balances of Rs 8 crore, while its current assets stood at Rs 87 crore.

DailyObjects’ has raised around $14.5 million of funding till date, having Seedfund and 360 One Ventures as its lead investor. 

Daily Objects last raised funding in May 2024, when it raised $10 million.  The founders will be aware that the next round, if it takes place at all, will not come at any significant premium, unless something big changes at the firm, in how it does its business. The current template of advertising costs at just under 30%, or employee costs at 15%, with procurement at over 40%, is not appreciably different from the template we see in many D2C firms. Daily Objects’ key differentiator, a well curated collection of ‘objects’ (especially phone covers that it started with) on offer is also under threat over a period now, as social media allows more and more micro influencers to peddle curated lists based on their own interests. We checked out the suite after a long time today, and the collection remains interesting and offbeat enough to drive clicks towards purchases. However, comparisons will be made, and similar, cheaper options found now.

Now into its fourteenth year, the founders will also struggle to stay on top of shifting trends, unless they go for a significant shift in how the firm does it. The addition of corporate gifting segments et al are predictable efforts to expand revenues, but nothing like the possibilities the brand should be offering to its users. A real case for a business relook if ever there was one.