The playbook of successful India’s new age brands: Co-creating products with consumers

India’s new age brands are challenging the status quo and disrupting traditional brands by focusing on consumer experience and personalisation to become closer to customers, according to a panel discussion at the ad:tech Marketing Summit.

Every big product category in recent years has been disrupted by new age brands. These are the brands that are digital-first direct-to-consumer (DTC) offerings catering to a niche segment of customers.

Currently, India has as many as 600 DTC brands. The...

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