Direct-to-Consumer (DTC) brands may face many challenges but Narayan Devanathan, chief client officer at global agency network dentsu International, also sees many opportunities for them to build a better future for India.

Why it matters

DTC brands are using the technologies of data and analytics to deliver cost savings to consumers at scale and fast-track success for themselves, but they also have the opportunity to create for India a future that is equitable, sustainable and profitable.