Ep 12 | One in a Billion | How DeoDap Hit ₹150 Cr with Group Buying | DeoDap x Kapil Thirani

From failed products and credit card debt to targeting ₹150 crore in FY26, this episode reveals the real story behind DeoDap. In this episode of One in a Billion, Kapil Thirani sits down with Sameer Rajani, Founder of DeoDap, to unpack his journey inside the marketplace ecosystem. After burning capital on manufacturing experiments, Sameer realised he wasn’t meant to build factories; he was meant to build distribution.

He explains how simple margin math, Excel clarity, and trust helped him convince manufacturers to move online. Instead of chasing exclusivity or high profit per product, DeoDap built a rare group buying model powered by 25,000 active wholesale partners.

Today, the company runs 8,000+ unique products, employs 700 people directly, and is scaling toward a ₹150 crore target; all while staying asset-light and disciplined. A sharp, honest conversation about rejection, resilience, marketplace economics, and building scale the practical way.

00:00 Coming Up

01:17 Introduction

01:55 Business objective and how DeoDap started

06:09 The journey into e-commerce

10:12 Transitioning from a consultant to an entrepreneur in 2015–2016

16:09 The decision to start a business and overcoming initial challenges

20:48 Convincing manufacturers to embrace marketplaces

25:47 Implementing the group buying business strategy

30:57 Growing a seller’s community through marketplaces

32:59 Selecting the perfect category to sell in the marketplace

37:37 Testing products and innovating for customer value

42:05 Scaling the group buying network and evolving the business model

44:31 Product expansion: How many products does DeoDap offer today?

47:29 Expanding the business and strategising for growth

51:06 The impact of AI on SMEs

53:06 Leadership principles that drive business success

54:47 Does quick commerce disrupt the e-commerce seller ecosystem?

55:53 Future goals: What should DeoDap integrate and where will it be in 5 years?

01:00:01 Final thoughts

#SellonFlipkart #FlipkartSellerRegistrationProcess #FlipkartSellerHub