India is seeing a massive adoption of new-age internet brands that are trying to sell directly to consumers, skipping the traditional sales route. The COVID induced lockdowns that kept people homebound fueled sales further.

Their fast-paced growth, where brands have managed to cross Rs 100 crore in revenue in just 2-3 years, has evinced investor interest too. Shilpa Ranipeta decodes what's behind the D2C frenzy.

Watch video for more.

(Edited by : Bivekananda Biswas)

First Published:Jul 22, 2021 8:22 PM IST