The DTC phenomenon: Rich potential with challenges

Anil K Nair

VMLY&R India’s Anil K Nair examines the DTC boom in India and what to expect from this Direct-to-Consumer revolution.

This article is part of a Spotlight series on the Direct-to-Consumer (DTC) model in India. Read more

Although I was born in the early ‘70s (and therefore sandwiched between the Liberalisation’s children and so called Silvers cohort), I have had the opportunity to witness a massive change in the nature of Indian consumption over time – a change from the socialist and Henry Ford-ish “you can have any car as long as it’s black” mentality, to the deluge of brands in today’s mind-boggling myriad ecosystems stretching from the real to the virtual.

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