D2C Online Merchandise Startup Challenge: iCEO 2026 — Frequently Asked Questions

It is a free online challenge organised by Gogo Pogo for undergraduate students to learn entrepreneurship by creating a direct-to-consumer online merchandise store. Participants complete five milestones and compete for cash prizes.

The total prize pool is ₹12,000. The National Champion receives ₹10,000, the next 10 teams get ₹1,000 each, and a Campus Topper prize of ₹1,000 is available if at least 10 participants from the same college complete Milestone 4.

Free registration must be completed by June 20, 2026.

The challenge is open to undergraduate students in India. Teams of 1–2 members are allowed. Students from any field of study, including BBA, MBA, B.E., B.Tech, B.Com, B.A., etc., can participate.

This is a competition with cash prizes, not a grant or equity funding program. No equity is taken. Participants keep all revenue from their store.

No, DPIIT or MSME registration is not required to participate in this challenge.

There are five milestones: 1) Review management concepts, 2) Strategize the store, 3) Build the store (choose niche, products, designs, set margins, and launch), 4) Implement at least one marketing tactic, and 5) Achieve first revenue.

Register for free on the official Unstop page before June 20, 2026. The apply URL is https://unstop.com/competitions/d2c-online-merchandise-startup-challenge-iceo-2026-gogo-pogo-1698825.

National Champion gets ₹10,000; next 10 teams get ₹1,000 each; Campus Topper gets ₹1,000 (if criteria met); all teams completing Milestone 4 get a participation certificate.

You can participate either alone or with one partner, as teams of 1–2 members are allowed.