DailyObjects Achieves Rs 100 Crore Milestone

DailyObjects, a prominent Direct-to-Consumer (D2C) brand in tech accessories and lifestyle products, has successfully reached the significant milestone of Rs 100 crore in revenue for the fiscal year ending March 2025. In pursuit of scaling up operations, the company experienced a 60% increase in losses during this period.

Financial Overview

The company’s operational revenue surged by 31%, rising from Rs 84 crore in FY24 to Rs 110 crore in FY25, as outlined in its financial statements obtained from the Registrar of Companies (RoC). A massive 99.6% of DailyObjects’ total revenue originated from product sales, which increased by 30.5% to Rs 109.6 crore in FY25. The remaining income was derived from shipping and delivery charges.

Expense Breakdown

Focusing on expenses, procurement cost accounted for 41% of total expenditures, escalating by 21% to Rs 51.5 crore in FY25 from Rs 42.5 crore in FY24. Advertising expenses rose by 40.5% to Rs 26 crore, while employee benefits costs soared by 54.5% to Rs 17 crore during the same timeframe. Additionally, rent expenses doubled to Rs 4 crore, and legal and professional fees reached Rs 2 crore in FY25. Overall, the total expenses of DailyObjects increased by 30%, climbing to Rs 124.5 crore in FY25 from Rs 96 crore in FY24.

Loss and Financial Ratios

DailyObjects’ net loss experienced a significant increase of 60%, rising to Rs 16 crore in FY25 from Rs 10 crore in FY24. The return on capital employed (ROCE) and EBITDA margin were reported at -16.89% and -10.64%, respectively. On a per-unit basis, the company invested Rs 1.13 to generate one rupee of revenue during the fiscal year, slightly down from Rs 1.14 in FY24. As of March 2025, the company reported a cash and bank balance of Rs 8 crore alongside current assets amounting to Rs 87 crore.

Funding and Investment Insights

DailyObjects has successfully raised approximately $14.5 million in funding to date, with Seedfund and 360 One Ventures being the lead investors. The last fundraising round occurred in May 2024, securing $10 million. The founders are aware that any subsequent funding rounds may not see significant premiums unless substantial changes occur within the company and its operational strategy.

Market Challenges and Opportunities

The current structure of advertising costs hovering just under 30%, employee costs at 15%, and procurement costs exceeding 40% mirrors that of many D2C entities. The unique selling proposition of DailyObjects, which initially thrived with a carefully selected range of items—particularly phone covers—is now being challenged as social media facilitates more micro-influencers promoting their curated selections.

Upon reviewing the product suite, it remains appealing and quirky enough to attract customer attention. However, consumers may start comparing options, particularly as cheaper alternatives become more accessible.

Future Strategies and Directions

Entering its fourteenth year, the founders may find it challenging to adapt to evolving trends unless a substantial shift in business approach occurs. While efforts to expand revenue through corporate gifting segments and similar initiatives are predictable, they do not represent the innovative potential the brand should be exploring for its users. This presents a compelling case for a thorough reevaluation of the business strategy.