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FREE D2C GROWTH TOOL

D2C unit economics & break-even ROAS calculator.

Find out how much you can afford to spend acquiring orders, what ROAS your business needs, and how much contribution you’re making after advertising. Built for Indian D2C brands.

Calculate your numbers See the methodology
Core results are instant No spreadsheet required
01UNIT ECONOMICS
02PROFITABILITY
03SCALING SCENARIOS

LIVE CALCULATOR

Model the order.
Then model the business.

Start with what one dispatched order is worth. Then add your current revenue, ad spend and fixed costs to see the business-level break-even point.

YOUR INPUTS

Amounts are in INR.

01 Revenue & product
02 Fulfilment & payment
03 RTO, returns & target
04 Monthly business

UNLOCK THE NEXT LAYER

Run your scale test.

Share your details to reveal how the current model behaves as ad spend rises. We’ll also prepare a one-page diagnostic of your unit economics and biggest sensitivity.

HOW THE MODEL WORKS

Calculate D2C unit economics
from the P&L backwards.

A useful growth model connects the order, the acquisition decision and the operating result. That is why this calculator separates contribution break-even from business break-even.

  1. 01

    Remove tax from revenue

    The model converts GST-inclusive AOV into net revenue before comparing it with costs.

  2. 02

    Provision for failed orders

    RTO and returns reduce realised revenue and add reverse-logistics cost instead of disappearing from the model.

  3. 03

    Build contribution per order

    COGS, fulfilment, payment and other variable costs reveal what is available to fund acquisition.

  4. 04

    Set the acquisition ceiling

    Contribution determines break-even CAC; your desired post-ad margin determines the safer target CAC.

  5. 05

    Add the business layer

    Monthly ad spend and fixed costs show whether an efficient order is also creating an operating profit.

THE IMPORTANT DISTINCTION

One “break-even ROAS”
isn’t enough.

A campaign can clear contribution break-even and the business can still lose money. Fixed salaries, software, rent and other operating costs do not appear in the campaign ROAS, but they still have to be paid.

CONTRIBUTION BREAK-EVEN ROAS
1Pre-ad contribution margin

Use this to understand whether acquisition covers variable costs.

BUSINESS BREAK-EVEN ROAS
1 + fixed costs ÷ ad spendPre-ad contribution margin

Use this to understand the ROAS needed for the included business costs to break even at the current spend.

BUILT FOR INDIAN ECOMMERCE

GST, COD and RTO
change the answer.

GST

Revenue is not AOV.

The customer-paid value includes tax. The model removes GST before measuring the contribution available to fund acquisition.

COD

Payment mix has a cost.

COD can add collection fees and interact with delivery failure. Model the mix instead of using one payment-rate average.

RTO

Failed orders still cost money.

RTO removes revenue after fulfilment has begun and can create reverse-logistics cost. That drag belongs in the CAC ceiling.

FROM MODEL TO MARKET

See the growth system
in the real world.

The spreadsheet is only the starting point. Creative, media, conversion and measurement have to keep the economics intact as spend grows.

Wellness products moving through a connected commerce pathXOR / FIELD NOTES
HEALTH & WELLNESS01 / 06

HyugaLife

10×GROWTH IN FOUR MONTHS

Product-feed intelligence turned catalogue depth into demand.

Read case study

FAQ

Questions behind
the numbers.

This calculator is a decision aid, not accounting or financial advice. Use assumptions your finance and operations teams can defend.

01What is break-even ROAS for a D2C brand?

Break-even ROAS is the revenue-to-ad-spend ratio at which a brand covers a defined set of costs. Contribution break-even ROAS covers variable costs and advertising. Business break-even ROAS also covers the fixed operating costs included in the model.

02How do I calculate contribution margin?

Start with realised revenue excluding GST, then subtract product cost, shipping, packaging, payment and COD fees, expected reverse-logistics cost and other variable costs. Divide the remaining contribution by realised revenue to get the pre-ad contribution margin.

03What is a good CAC for a D2C brand?

A good CAC is one that leaves enough contribution to cover fixed costs and your target profit. The calculator shows both the absolute break-even CAC and a lower target CAC based on the post-ad margin you want to retain.

04Why is blended ROAS different from platform ROAS?

Ad platforms attribute revenue using their own windows and signals. Blended ROAS divides total realised net revenue by total advertising spend, so it is easier to reconcile with the P&L. The two numbers answer different questions and should not be treated as interchangeable.

05How do GST, COD and RTO affect D2C profitability?

GST reduces customer-paid order value to net revenue. COD adds collection cost and often changes RTO risk. RTO and returns reduce realised revenue while still creating fulfilment and reverse-logistics costs. Modelling all three prevents reported ROAS from overstating profitability.

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