Retention
Repeat Purchase Rate Benchmarks for Indian D2C 2026
Annual repeat-purchase rate for Indian D2C consumer brands is 28–42% in beauty, 35–55% in supplements, 18–28% in apparel. RPR is the single highest-leverage metric on LTV:CAC.
Why RPR moves LTV more than AOV
A 10pp lift in RPR moves LTV more than a 15% AOV lift, because RPR compounds across cohorts. Repeat customers also have lower CAC (organic + email) — so RPR moves CM2 too.
Diagnostic for low RPR
Is product satisfaction (M1 reviews) above 4.2? If not, fix product before retention.
Is there a 30–60 day re-engagement email sequence? Most low-RPR brands don't have one.
Is the product range wide enough for a second-buy? Single-SKU brands cap at low RPR by construction.
Frequently Asked Questions
How is RPR different from retention?
RPR is unconditional (% of all customers who buy again in 12 months). Retention is cohort-based (% remaining at month N). RPR is easier to track; cohort retention is more diagnostic.
What's the cheapest way to lift RPR?
A well-segmented 30-, 60-, and 90-day re-engagement email/WhatsApp sequence. Typical lift: 3–6pp in 90 days at near-zero marginal cost.
Does subscription move RPR?
Yes, structurally. Subscription RPR runs 60–80% for the first cycle. The challenge is keeping subscription churn below 8%/month.