ET Retail
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.