Firstcry: Using DARC and not BARC for Firstcry

Marketing agency Wavemaker helped the retailer FirstCry understand the baby and mother care products market by helping them create their own market research system.

The objective

Ecom is one of the fastest-growing sector in India, with an estimated CAGR of more than 27% in coming years. Media investments reflect the same sentiments, Amazon media investments are next only to FMCG giant HUL for the past few years. The...

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