TRADITIONAL RETAIL

DISTRIBUTION CHANNEL

WHOLESALER MASTER DISTRIBUTOR DISTRIBUTOR RETAILER CONSUMER

Big players have the benefit of large distribution networks

Feedback comes through the same circuitous route, with little connection between the brand and the consumer

85-90% of India still shops offline. So, they continue to have a lion’s share of India’s $900-billion retail market

But many are experimenting with their own digital and e-commerce strategies, especially during the pandemic

Big brands like Marico are buying D2C start-ups. L’Oreal says it has been looking for good D2C acquisitions