This article is part of a Spotlight series on the Direct-to-Consumer (DTC) model in India. Read more
Rather than ask the question “What is the future for over 600 direct-to-consumer brands in India looking like?”, I believe a more pertinent question is “What is the future that over 600 direct-to-consumer brands are creating for India?”.
To answer that, some basics first.
What exactly is this promised land that DTC brands can deliver over brands operating with more traditional supply chain ecosystems?
Supposedly, the savings from eliminating the retailer and/or other intermediaries in the supply chain can be...