D2C With An Indian Twist: Is Pure-Play D2C A Pipe Dream?
From 2016 to 2019, D2C ecommerce grew at three to six times the rate of overall ecommerce sales. Among the several D2C brands and categories, the mattress category, in particular, has been something of a revelation in India. The prominence for online shopping and online grocery purchases in urban areas has made life much easier for D2C brands. Which is why D2C brands often put the pure-play vision on the backburner and look to make the best of the situation by creating engagement channels. With the pandemic, more and more D2C brands are expected to emerge to cater to this audience.