Throw in sustainable packaging, customized products and prompt delivery and you have the recipe for the consumer trend sweeping India. In categories ranging from electronics, furniture to personal care and lingerie and coffee to cosmetics, D2C brands are shaking things up. Larger companies and multinationals these days end up following the D2C brands which tend to be more innovative and risk-taking," Iyer said. Former Hindustan Unilever Ltd (HUL) executive Shankar Prasad stumbled into the D2C category while trying to build a beauty brand in India. Beauty e-tailers such as Nykaa and Purplle started legitimizing the model of selling beauty products online.

Source: Mint June 30, 2021 17:03 UTC