Cost-to-Serve Analysis
Breakdown of total cost to fulfill an order, by channel
Experience Centre · ₹/order
₹412
Dealer · ₹/order
₹286
Online · ₹/order
₹398
Cost stack · ₹ per order
Stacked by cost component across channels
Key findings
- • Online cost-to-serve runs +₹112/order vs Dealer, driven primarily by returns (+₹16) and last-mile (+₹16).
- • Experience Centre commands the highest manufacturing input mix (premium SKUs) — limit further discounts to protect margin.
- • Dealer channel's outbound freight is 39% lower per order because of bulk-load consolidation — opportunity to extend to Online via lockers in Tier-1 cities.
- • Switching Bhiwandi → Kolkata to multi-modal rail unlocks ~₹61L/year, reducing Online cost-to-serve by ₹14/order.