Akshata Sharma
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Shopping can no longer be divided into online or offline. The new Indian consumer wants it all
Many consumers now prefer "all of the above approach" and are using a mix of both channels to create custom experiences.
Many D2C brands assumed that post-covid digital exposure at the B2C level would increase, fundamentally changing consumer habits.
On the contrary, online retail penetration remains limited to 4-5% across India, with word-of-mouth and the need for a touch-and-feel experience continuing to influence purchasing decisions, especially for high-value items like electronics, furniture, and home décor.
"In Delhi-NCR, nearly 30% of our sales come from products in the INR 30-40K price range. Or let's say that large-size items like bunk beds are selling more. But in Bengaluru, where we don't have an offline store, only 8% of the orders are for bigger items," said Dhruvan Barar, Cofounder, Boingg in a conversation with Inc42 last year.
India's phygital market is expected to touch $1 Tn by 2030 from the current $11 Bn, putting omnichannel and hybrid shopping at the very center of this growth.
A hybrid growth strategy and omnichannel business model have helped D2C flagbearers like Mamaearth, Lenskart, Pepperfry, Wakefit, boat and Rage Coffee achieve scale and increase their margins.
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