Online Shopping- New Normal for Buyers

India’s rise in online shopping is fueled by the 639 million strong internet population, and COVID-19 accelerated the process by adding 80 million online shoppers in the last three years and that makes it 130 million today. During the pandemic there was the temporary closure of physical stores and the public was diverted to online shopping which gave rise to this D2C market and it flourished. Online shopping in India is expected to grow at a CAGR of 35%+ from $39 billion today to $200 billion over the next 5 years, also supported by internet and payment infrastructure developments.

Advancement of Consumption Pattern

Women, the new class of consumers have the final say in more than half of household decisions now. And more than half of them are online shoppers. Consumption trends are also progressing, new-age consumers want niche and customized products and are ready to pay large amounts for them. Traditional players are not able to fulfill that. So, every shopping experience is made keeping women as consumers in mind.

Inclination Towards D2C brands

Companies with D2C channels have an emotional connection with their consumers, fostered by a unique brand identity and clear value proposition. D2C brands are characterized by their innovative marketing style, efficient operational processes, and effective use of technology. With easy access to customer data D2C brands work on the shopping pattern and a feedback-led model and develop products to ensure that customer needs are met.

Emergence of D2C Brands in India

There are 800+ D2C brands in India as of April 2022 and the expected market opportunity by 2025 is $100 billion. India is witnessing a rise in D2C brands across categories. As many women-led businesses are been funded and early-stage funding activity is huge we can see many women-led D2C brands now. As women are the majority of consumers so the market has risen in products consumed by women. D2C brands such as Zivame, MyGlamm, WOW skin science, Mamaearth, Sugar cosmetics, and Spring Dairies, among others, are occupying niches and creating brands with extraordinary value in their respective sectors.

Future of D2C Brands in India

The pandemic has changed the game and made everyone realize that nothing is certain in business. And brands have been trying out new strategies in cost, retail experience, and research to provide a personalized experience to customers to excel in their segment.

To boost sales, D2C companies will play more in personalization and customization using more and more technology. Famous brands like super smelly which is a skincare brand and WOW Skin science are planning to increase their retail presence and expand pan India. All D2C brands will touch customers wherever they are online or offline.

Written by- Seema Lalwani

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I worked as an intrapreneur and leading member of the management team at Orienta Cine Advertising for over a decade and held the position of Vice President – Business Development at Orienta Cine Advertising.

The position always gave a pride tag and also unconsciously drove me into a comfort zone. All it needed a jolt which was really unexpected and got me into the nowhere zone when the media industry was worst hit along with some other key industries like travel and so on. It gave me alarming bells and I never wanted to pile on understanding the situation of the market. Thus, I decided to move on from the company which I can proudly say that I developed from scratch and poured my heart and soul to build it. It was never easy but that’s where lied the discomfort and I really wanted to break the shackles which seem to me as freedom and comfort but instead made me helpless.

I spoke my heart to my best buddy who is my life partner, Sachin, and he was there with me as always to not only support me but gave me confidence enough to look for bigger opportunities in life as he said, “There is always an opportunity, you just need to back yourself.” We just started with the dream project of penning down a book Rising Stars a book series of 27 entrepreneurs and achievers and it was dream of Sachin which we together completed it with an overwhelming response and published it in India, Singapore & Malaysia as well on the online platforms like Amazon & Flipkart.

It was unbelievable experience although uncomfortable but it was just the beginning where we not only explored new avenues but also begun with new venture and thus, we started using our experience of cumulatively over 25 years into developing brands.

Today, we have established two ventures under which we focus on developing brand concepts & content which was Sachin’s initiative since 2016, IceFactory & Rising Stars Productions. It was a blessing in disguise where I explored the unknown avenues and found a new entrepreneur and also an Author. I learned that even a locked door can be unlocked if you have the right companion and optimistic attitude.

I am an expert in the domain of innovation and activation in Brand promotions. In my experience of more than 12 years, I have worked with top brands across various sectors like healthcare, FMCG, fashion, entertainment, automobile etc., and film production houses, media companies, highly premium Malls and much more.

I have been instrumental in conceptualizing and driving innovative digital outdoor advertising solutions for Brands like HUL, Google, Netflix, Tanishq etc. As part of this innovation, I designed and directed the creation and installation of the state-of-the-art 360-degree outdoor Digital ADSAT at Bangalore International Airport. I also play a key role in building and maintaining strategic relationships with brands, top advertising agencies, vendors and shopping malls.

With a portfolio of in-film advertising, brand collaboration, brand promotions, digital outdoor innovation, brand association, brand make-over, brand activation, media buying and planning, BTL strategies and Pan-India execution, I am focused on shaping the company’s overall business development and strategically taking the company to become one of the most admired and leading agencies in India.

I hold a Master’s Degree in Entrepreneurship and also a Post Graduate Diploma in Journalism. I was also the President of Rotaract Club during my college days. I am passionate about animal welfare, women empowerment and youth empowerment. I have been invited as a speaker at many top-level events to speak on business models, challenges, strategies and guiding the youth towards productive career choices.

My latest endeavor is to provide brands an opportunity for escalating their positioning and optimizing their brand presence. I am an Authorpreneur along with Sachin Ruparel and together we have conceptualized Rising Stars, a book series that captures stories of entrepreneurs, their journey and through this book, we aim to innovate, inspire and involve Entrepreneurs and Brands.

I staunchly believe that women entrepreneurs are making a global impact and are crossing boundaries to take India to places across the world. These women, who have fearlessly pursued their passion against all odds are an inspiration for the society and their journey and values have a cascading effect of encouragement on all those who learn about them. I also believe that we are a reflection of the people around us, of what we read and choose to imbibe in us.

The post LOCKDOWN UNLOCKED MANY OPPORTUNITIES- By Manisha Mange Ruparel appeared first on The Pink Journey.