Direct ecommerce, or brands selling directly to consumers through their digital platforms, has risen to 10-15% of India’s online retail market of $70-75 billion now, from 2-3% five years ago, according to data. Why are these brands focussing on their own channels for sales and cutting reliance on marketplaces?
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Apart from this, brands based out of metro and tier I cities are innovating by offering personalization, customization, and elevated brand experiences.
Apart from this, the brand is also planning to expand its Delhi-based manufacturing unit from 22,000 sq ft to 40,000 sq ft by January 2025.
Deepika Padukone's 82°E startup, cofounded by Jigar Shah, aims to raise Rs 50 crore with Ka Enterprises. The brand offers skincare products and had past investments from DSG Consumer Partners and Ideo Ventures. The Indian beauty market is projected to reach $30 billion, led by celebrity brands like Anushka Sharma's Nush.
Singapore’s Temasek and US-based Fidelity have invested around USD 200 million in eyewear company Lenskart via a secondary share sale.
Commenting on the strategy for the beauty and personal care product business, Vikas Gupta, MD and Group CEO, VLCC said, “Our view is that the brand needs to be more integrated. We can't have top-end transformative services on one end and mass products on the other end. We intend to elevate the centre of gravity of our products, and use the experience, expertise, and knowledge that we have from our Clinic business.”
Investors like Titan Capital are shifting focus to Gen Z brands, moving away from traditional brands. This trend is visible in brands such as Perfora, Wakefit, Hocco and Mokobara across various sectors, reflecting the changing consumer behaviour towards new and innovative products. The phenomenon of Gen Z consumers not using their parents' brands is visible in even sectors such as automotive and smartphones.
"There is a big gap in this category in India. There are no strong players offering quality products at compatible prices. So, this fiscal, we plan to open 3 more stores of Kazo Details along with 10 kiosks," Deepak Aggarwal, founder, and MD, Kazo stated.
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