DTC and branding: Narrating a new consumerism story

Shraddha Ganesh

Shraddha Ganesh examines how Direct-to-Consumer or DTC companies in India can approach the concept of branding differently from traditional players through storytelling.

This article is part of a Spotlight series on the Direct-to-Consumer (DTC) model in India. Read more

In the era of multiple micro brands mushrooming across a vastly diversified nation, it is a delight to see how the role and significance of branding has evolved over time.

With the introduction of Direct-to-Consumer or DTC brands, this evolution has become a lot more nuanced and flavoured. How distinct is the DTC model from the traditional models that we have witnessed for eons? Besides their product offering (which seldom has the potential to be a key differentiator) and...

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