S14 E7: The Truth About DTC and Distribution (with Gulshan Kumar, CEO + Co-founder of Swishables)

Limited Supply · with Gulshan Kumar · November 12, 2025 · 39 min

Summary

This episode challenges the conventional DTC-only approach, advocating for a distribution-first strategy to build scalable CPG brands. Gulshan Kumar, CEO of Swishables, reveals how to find market white space, build brand moats, and achieve massive growth by leveraging overlooked distribution channels. This is a must-listen for CPG founders aiming for sustainable success beyond advertising hype.

Key takeaways

• Prioritize distribution channels over a DTC-only mindset for true scalability, as "where you sell" often trumps "what you sell" for long-term growth.
• Identify untapped market white space and build a strong brand moat to differentiate and protect against copycats before they emerge.
• Transform basic products into emotional outcomes to create deeper consumer connections and drive demand beyond mere functionality.
• Master retail distribution without overspending by strategically navigating brick-and-mortar channels to achieve sustainable success.
• Focus on a key business health metric beyond ROAS to ensure sustainable growth and long-term viability for your CPG brand.

Themes

Topics covered

Episode description

What if the secret to building a billion-dollar CPG brand isn’t ads or influencers…but distribution? Nik sits down with Gulshan Kumar, CEO and Co-founder of Swishables, to break down how he turned a boring category like mouthwash into a confidence business. Gulshan shares how to find white space in crowded markets, build a brand moat before copycats show up, and scale through channels nobody else is looking at.  They get into: -How to think distribution-first instead of DTC-only -Why real scalability comes from where you sell, not what you sell -Turning a basic product into an emotional outcome people crave> How to win in retail without burning money - The metric founders should obsess over instead of ROAS This episode is a blueprint for founders who actually want to build a CPG business that scales, lasts, and makes consumers feel something. What’s Instant? They’re the secret weapon to triple your email revenue with AI-powered flows. Instead of blasting the same cart reminders to everyone, Instant ensure every shopper gets a unique email experience: -Copy, products, and offers that adapt to your shopper’s behavior in real time. -Emails sent at the exact moment that shopper is most likely to buy. -11+ abandonment flows live in minutes. Book a demo by Dec. 31 to get 50% off your first 60 days. Make this BFCM your biggest one yet: ⁠⁠⁠⁠⁠⁠instant.one/limited⁠ Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.   Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ   And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.   Follow Nik: Twitter: https://www.twitter.com/mrsharma

Frequently asked about this episode

What does this episode say about brand building?

Prioritize distribution channels over a DTC-only mindset for true scalability, as "where you sell" often trumps "what you sell" for long-term growth.

What does this episode say about cpg growth?

Identify untapped market white space and build a strong brand moat to differentiate and protect against copycats before they emerge.

What does this episode say about distribution strategy?

Transform basic products into emotional outcomes to create deeper consumer connections and drive demand beyond mere functionality.

What does this episode say about market expansion?

Master retail distribution without overspending by strategically navigating brick-and-mortar channels to achieve sustainable success.

What does this episode say about brand building?

Focus on a key business health metric beyond ROAS to ensure sustainable growth and long-term viability for your CPG brand.

Listen

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