eCommerce, Clearly | Episode 18: Why Indian D2C Brands Are Becoming Our New Defaults
Over the last year, I’ve realised something about my own buying behaviour: I’ve slowly started choosing Indian D2C brands over brands I’ve used for years.
And I didn’t really plan for it to happen.
From switching from Dove to Be Nude, Oral-B to Perfora, and basic lip balms to Indie Wild, to discovering DailyObjects, Mokobara, Blablie Blue, Kica Active, Kawa, Terractive, Bodai and several other homegrown Indian brands, my “default” brands have quietly changed.
And it got me thinking: what does it actually mean when D2C brands move from being brands we discover on Instagram to brands we…
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