10 Best RTO Reduction Tools for D2C Brands in India (2026)

TL;DR Summary Indian D2C brands typically run RTO rates of 20 to 35 percent, and 40 percent or higher in fashion and other high-risk categories. That is roughly three times the global benchmark. On cash-on-delivery orders alone, returns run near 26 percent against under 2 percent for prepaid, and every returned parcel costs ₹150 to ₹300 in direct logistics, before you count the ad spend written off to acquire that buyer.