Sarthak Ahuja on Instagram: "The North East Indian is the hottest consumer category that startup founders wish to go after... The average online spend on D2C brands by consumers from the North Eastern states is almost 30% higher than the average spend for the Indian consumer as a whole. In fact, out of all regions in India, the percentage of household spend done online is the highest by families in the NE (over 9% of monthly household spend), much higher than North, South, West, East or Central