Colour Cosmetics: unit economics benchmarks
Illustrative industry planning presets — not statutory rates.
Per-order figures in rupees, for planning only. The calculator also deducts GST at the rate you choose, and RTO costs. Your own costs will differ — open a channel in the calculator and replace the figures with yours.
Source: ECOMCA planning assumptions, prepared 31 October 2026 from public information: gross margins and advertising spend reported by listed Indian consumer brands, marketplaces’ published fee schedules, and industry reports on RTO and returns. A typical single order, not measured data for any brand or platform. Where a channel shows no figures, it is not typical for this category.
Own D2C website
| Selling price (incl. GST) | ₹649 |
|---|---|
| − Product cost | ₹176 |
| − Packaging | ₹30 |
| − Platform & payment fees | ₹16 |
| − Shipping | ₹70 |
| − Marketing | ₹176 |
| Left after these costs (GST not yet deducted) | ₹181 |
RTO rate: 18% of orders (not in the waterfall above).
Open these numbers in the calculatorMarketplaces (Amazon, Flipkart)
| Selling price (incl. GST) | ₹519 |
|---|---|
| − Product cost | ₹148 |
| − Packaging | ₹24 |
| − Platform & payment fees | ₹47 |
| − Shipping | ₹55 |
| − Marketing | ₹52 |
| Left after these costs (GST not yet deducted) | ₹193 |
RTO rate: 4% of orders (not in the waterfall above).
Open these numbers in the calculatorVertical portals (Myntra, Nykaa)
| Selling price (incl. GST) | ₹584 |
|---|---|
| − Product cost | ₹167 |
| − Packaging | ₹24 |
| − Platform & payment fees | ₹128 |
| − Shipping | ₹61 |
| − Marketing | ₹47 |
| Left after these costs (GST not yet deducted) | ₹157 |
RTO rate: 6% of orders (not in the waterfall above).
Open these numbers in the calculatorQuick commerce (Blinkit, Zepto, Instamart)
| Selling price (incl. GST) | ₹349 |
|---|---|
| − Product cost | ₹100 |
| − Packaging | ₹10 |
| − Platform & payment fees | ₹70 |
| − Shipping | ₹15 |
| − Marketing | ₹35 |
| Left after these costs (GST not yet deducted) | ₹119 |
RTO rate: 2% of orders (not in the waterfall above).
Open these numbers in the calculatorWant to see how your own numbers compare?
We prepare channel-wise MIS and contribution-margin reports for D2C and marketplace sellers.
Illustrative estimates for planning only, not professional advice and not statutory rates. They are not measured data for any brand or platform; check your own settlement reports before you act.