We are building the operator layer for Indian D2C.

We started on the agency side, running ad accounts for D2C brands. The same problem kept surfacing on every account: the revenue the ad platforms reported never matched the money that actually reached the bank. Cancellations, COD failures, and returns quietly ate the difference, and no platform ever learned about any of it.

So we kept reconciling it by hand. Pulling ad spend from Meta and Google, delivered orders from the store, and actually-paid revenue from logistics, then joining them in spreadsheets to find the real number. That gap between reported and kept revenue was where every real decision lived. We called it contributional revenue reconciliation, and it became the thing we could not stop thinking about.

I have since spoken to over 100 D2C founders, and the story is always the same. They optimise against a number that was never real, because it is the only number they can see. We decided to build the layer that closes that gap for them, automatically, so they never have to touch a spreadsheet again.

That conviction is why we wound down the agency and went all in on the product. Adverti Chat is the reconciliation engine and operator playbook we wished we had when we were running accounts ourselves.