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 market size for DTC players is estimated to reach US$100 billion by 2025, according to Avendus Capital.

What is it these brands are doing differently? And how have they managed to stay ahead of traditional market leaders and big conglomerates while launching and building new product categories?

During a panel discussion at ad:tech 2023 in New Delhi,...

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