Direct-to-consumer (D2C) brands are bracing for a challenging period as analysts predict a 5-6% decline in consumer spending over the next three months. Rising input costs, particularly for packaging materials such as aluminum cans and glass bottles, have already increased prices for many brands. Companies like Hindustan Unilever Limited (HUL) have raised prices by 8-10%, and the depreciation of the Indian rupee is further pressuring consumers to cut back on discretionary spending. Founders of various D2C brands, including Suta and Bombay Shaving Company, report a noticeable shift in consumer behavior, with customers opting for fewer purchases in offline stores. To cope with rising costs, brands are contemplating price hikes or changing packaging to maintain margins. While upcoming ecommerce sales events like Amazon Prime Day might drive short-term demand, experts caution that consumers are becoming more strategic about their spending, potentially dampening overall excitement for these sales.