In an exclusive interview with Indian Startup Times, Ashish Uniyal, CMD of Redcubical Systems, reveals how his company is transforming Amazon marketplace management for D2C brands.
Redcubical Systems isn’t just another name in digital commerce—it’s a company on a mission to reshape how D2C brands win on Amazon. At the helm is Ashish Uniyal, Chairman and Managing Director, whose vision blends deep marketplace expertise with a surprising twist: urban transformation through digital infrastructure.
In an engaging conversation with Indian Startup Times, Ashish takes us behind the scenes of Redcubical’s rapid growth, strategic clarity, and relentless focus on helping bootstrapped brands scale—without burning through their budgets.
Cracking the Amazon Code: Redcubical’s D2C-Centric Approach
Ashish saw a problem most agencies overlooked. “Small D2C brands were getting priced out of the Amazon ecosystem. High onboarding costs, unclear deliverables, and little hand-holding,” he explained.
Redcubical’s response? Flip the model.
Their onboarding costs are nearly 50% lower than market standards—and include premium services like Amazon Brand Store setup at no extra charge. “For us, onboarding isn’t a transaction. It’s about making the brand feel like they belong,” Ashish said.
This seller-first mindset runs deep. Every 15 days, Redcubical conducts internal skip-level meetings—ensuring the core team stays directly connected with sellers, bypassing hierarchy for faster insights and stronger relationships.
“We don’t just react to red flags—we prevent them,” he said. One success story? Punyahara, a homegrown brand that grew its profits from ₹2,000 to ₹50,000 per month under Redcubical’s guidance.
No Cookie-Cutter Playbooks: Data-Driven, Brand-Led Growth
What sets Redcubical apart is their tailored approach. For every brand, they identify 2–3 “hero products” with the most traction potential—and double down on promotions, listings, and visibility around them.
Their go-to-market (GTM) playbook is both structured and strategic:
First 15 days: Onboarding and brand positioning
Next 15 days: Deep-dive market research
Following weeks: Tactical refinement and scale-up
Ashish warns D2C founders against expecting overnight miracles. “It’s like opening a physical store. You don’t get 500 customers on Day 1. Digital retail needs patience and process.”
The Trident Strategy: Building Brands Across Channels
Redcubical champions a holistic approach to growth, known as the “Trident Strategy,” which focuses on three pillars:
Amazon Marketplace – for reach and visibility
Brand Website – for control and higher margins
Social Media – for engagement, trust, and direct commerce
“A product becomes a brand when it consistently shows up wherever your customer looks,” Ashish said. “Social media is no longer just about likes—it’s about buying intent.”
Marketplace Selection: Strategy Meets Science
Not every product belongs on every platform—and Redcubical uses a structured matrix to make the right match. Ashish asks a deceptively simple question: “Rate your product quality from 1 to 10.” That score, he says, determines 80% of the GTM direction.
His breakdown:
Amazon – High-quality, premium products for Tier 1 audiences
Flipkart – Mid-range, value-for-money items for Tier 2/3 cities
Meesho – Budget-friendly, mass-market offerings
Niche Platforms (e.g., Myntra, AJIO) – Fashion and category-specific SKUs
Future-Focused: AI, Quick Commerce, and Staying Ahead
As digital commerce evolves, so does Redcubical. The company is actively integrating AI across its workflows—from ad optimization to customer segmentation. And Ashish is bullish on quick commerce.
“Zepto and Blinkit have changed consumer expectations. Even the big players will have to adapt. We’re preparing our brands for that future today,” he said.
Beyond Commerce: Building Smarter Cities
Interestingly, Redcubical’s impact extends beyond e-commerce. In Uttarakhand, the company is working with municipalities in Mussoorie and Dehradun to replace cluttered print hoardings with sleek, tech-enabled LED billboards.
The initiative is 100% privately funded and includes value additions like municipal-branded golf carts for local mobility and power wheelchairs for senior citizens.
“This isn’t about our brand getting visibility—it’s about helping cities modernize,” Ashish emphasized. Municipalities also receive a fixed 20% revenue share from ad income, making it a win-win model.
Final Thoughts: Building More Than Campaigns—Building Platforms
As our conversation drew to a close, Ashish summed up the Redcubical philosophy in one sentence:
“We’re not just running ad campaigns or listing products—we’re building platforms. For sellers. For cities. And for India’s digital future.”
From Amazon dashboards to municipal LED screens, Redcubical Systems is engineering a new kind of impact—measurable, scalable, and deeply human.
