Deconstruct
How Deconstruct Transformed Daily Operations with CashBook’s UPI Wallets for Employees
Industry
D2C
Headquaters
Bengaluru
Size
11-50 employees
Key Takeaways
High-volume transaction efficiency: Processed hundreds of UPI transactions totalling over ₹10 lakh, demonstrating seamless handling of Deconstruct's frequent operational expenses
Optimized working capital: Maintains lean operational float providing one month's runway without excess cash sitting idle
Complete spend visibility: Daily burn rate fully tracked through CashBook, enabling proactive financial forecasting for the skincare brand
Empowered team with controls: Multiple employees have role-based UPI wallets with spending limits, eliminating reimbursement bottlenecks
Automated categorization: Real-time transaction tagging across marketing, logistics, and marketplace operations creates audit-ready trails
Reduced admin overhead: Eliminated manual tracking of hundreds of quarterly transactions through automated wallet management
About Company
Deconstruct, the D2C skincare brand by Baypure Lifestyle Pvt Ltd, transformed its daily operations using CashBook’s UPI wallets for employees. Deconstruct is known for science-backed skincare formulations and a transparency-driven ethos in India’s booming direct-to-consumer (D2C) beauty industry. Operating across its own website and major marketplaces like Amazon, Nykaa, and Flipkart, the company faced increasing complexities in UPI expense management and employee expense management.
Frequent micro-payments for marketing and operations were straining traditional processes. To regain control, Deconstruct adopted CashBook’s digital wallet for business solution, a UPI-based platform that issues individual employee wallets leading to streamlined expenses and real-time visibility.
"CashBook helped us manage petty cash payments in a transparent and consolidated manner."
-Malini A.
Founder - Deconstruct
Challenges
What challenges did Deconstruct face before using CashBook UPI wallets?
Before partnering with CashBook, Deconstruct encountered the expense management hurdles that plague most rapidly scaling D2C brands. As a science-first skincare company operating across multiple marketplaces and investing heavily in digital marketing, their financial operations had become increasingly complex and fragmented. The brand's growth trajectory, while positive for revenue, had created operational blind spots that threatened both efficiency and compliance. Managing expenses across diverse channels - from influencer partnerships to marketplace settlements - without a unified system had transformed routine financial tasks into time-consuming administrative burdens.
This scattered approach had reached a critical stage where quarterly financial closures became extremely time-consuming tasks. Without real-time expense tracking, issues like duplicate payments and unusual spending patterns remained undetected until month-end reviews, creating cash flow uncertainty and operational delays. The absence of a unified expense management system with proper controls not only risked financial losses but also created significant compliance challenges as Deconstruct expanded across multiple platforms and grew its team size.
Solutions
How did CashBook help Deconstruct to solve these challenges?
CashBook introduced a comprehensive UPI-based expense management system specifically designed to address Deconstruct's operational challenges. Rather than applying a one-size-fits-all approach, the platform was tailored to meet the unique needs of a fast-growing D2C skincare brand operating across multiple channels. The solution centered around creating financial transparency and control while maintaining the operational agility that Deconstruct needed to execute marketing campaigns, manage marketplace relationships, and handle day-to-day logistics efficiently.
"CashBook eased our turn around time in doing business with various partners, made reconciliations easier, and gave autonomy to the teams on spending."
- Malini A.
Founder- Deconstruct
This integrated approach fundamentally transformed Deconstruct's financial operations by creating a single, controllable pipeline for all expenses. The Virtual Account acts as a central control tower, while individual wallets provide operational freedom within defined parameters. Real-time categorization eliminates the quarterly reconciliation nightmare, and smart guardrails prevent the financial leakages that previously went undetected. Most importantly, the system scales with business growth, providing the financial infrastructure needed to support Deconstruct's continued expansion across multiple platforms and team members.
Impact
What impact did it bring on the business?
The implementation of CashBook's UPI wallet system delivered immediate and quantifiable improvements across Deconstruct's financial operations. Within months of deployment, the skincare brand experienced a complete transformation in how expenses were managed, tracked, and controlled. The results demonstrate how the right financial infrastructure can turn operational chaos into competitive advantage, enabling better decision-making, improved cash flow management, and enhanced regulatory compliance. These improvements have positioned Deconstruct for sustainable growth while maintaining the operational agility essential for success in the competitive D2C skincare market.
"CashBook brought transparency into the system while not delaying the business."
-Malini A.
Founder - Deconstruct
This transformation extends beyond immediate operational improvements to create lasting competitive advantages. Deconstruct now operates with financial transparency and control that scales with business growth, ensuring sustainable operations as they expand across platforms and team size. The automated expense management system has fostered a culture of accountability and data-driven financial decision-making that supports long-term strategic planning. Most importantly, the audit-ready infrastructure positions the company for future regulatory requirements and investor scrutiny while maintaining the operational speed essential for competing in the dynamic D2C marketplace.
Industry Application
Importance of CashBook's UPI Wallets for D2C and Skincare Brands
Deconstruct's transformation exemplifies why UPI wallet solutions are becoming essential infrastructure for D2C skincare brands. The beauty and personal care sector operates on rapid experimentation cycles, influencer-driven marketing, and multi-platform sales strategies that generate hundreds of micro-transactions daily. Traditional expense management systems simply cannot handle this operational complexity while maintaining the transparency and control that growing brands require. The skincare industry's unique challenges - from sample distribution tracking to regulatory compliance for promotional expenses -demand financial solutions built specifically for modern D2C operations.
For D2C skincare brands competing in India's rapidly expanding beauty market - projected to exceed $100 billion by 2025 - financial agility has become a core competitive differentiator. Brands that can deploy marketing budgets instantly, track ROI in real-time, and maintain audit-ready compliance gain significant advantages in customer acquisition and retention. CashBook's UPI wallet system transforms what was once a back-office burden into strategic capability, enabling brands to focus resources on product innovation and customer experience rather than expense reconciliation and financial administration. This operational efficiency becomes increasingly critical as brands scale across multiple channels and expand their team structures to support growth.
Explore CashBook’s solution today and empower your team with hassle-free, transparent UPI expense management.
