Writing in ET Retail from The Economic Times , BCG’s Mani Singhal discusses the influx of direct-to-consumer (D2C) brands in India, specifically within the beauty and personal care space. The COVID-19 pandemic, on top of the country’s ongoing digital revolution, fueled a major shift from traditional brick-and-mortar retailing to e-commerce, making way for hundreds of new entrants into the D2C segment. By directly targeting consumers online, Singhal explains how India’s new-age beauty brands are tapping into this growing market and positioning themselves for success.
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ET Retail