Ritesh D. Ritelin

Building new categories at the intersection of brand, growth, and storytelling. My core expertise lies in helping D2C brands create demand for things people don’t even know they need yet. This is category creation in its truest sense - not just launching products, but crafting narratives, educating the market, and scaling desire through a mix of performance, creative, technology, and retention. I run Porcellia, a growth marketing consultancy built specifically for brands trying to do something new. Not just grow fast, but grow different. We sit at the intersection of creative, media buying, technology, product, and retention. But we look at all of it through the lens of category creation and how education, story, and belief systems shape how people buy. When you build something genuinely new, the only playbook that works is the one you write yourself. That’s what we help founders do. Here are some of the brands we've helped build: -> The Cinnamon Kitchen, a plant-based, PCOS friendly bakery based out of Delhi NCR. -> Manzuri, my own D2C brand, on a mission to close the orgasm gap and normalize pleasure for womxn in India. -> Varalife, longevity supplements for the next-gen Indian consumer, led by cellular health and bioavailability -> Gully Labs, an Indian sneaker brand that builds on self expression and Indian heritage. Previously, I built and sold a startup to POPxo (India’s largest online community for women) in 2020. Working at the intersection of content and commerce at POPxo gave me a crash course in how women consume, engage, and buy digitally; learnings that have deeply influenced how I now build consumer brands today. Post that I was also head of performance & growth & Myglamm (GGG) which i helped scale from Rs.60L MRR to 12Cr+ in MRR in less than 18 months - at an MER of 3.5x compared to the initial 1.2x. If you're working on a new category or are rethinking how to grow in a noisy world, I’d love to brain-jam.