The Ecommerce & D2C Play In India
Being at the right place and at the right time is a common business jargon, but it holds much gravity even today. This certainly is one of the key factors that determine a business' success and scale.
Recognising this fact, CEO and Founder, Clovia, Pankaj Vermani says, “We have 3.5Mn women across the country as our customer base as a welfare brand. We are primarily a D2C platform.” Given that the brand is just over half a decade old, it is still somewhat of a beginning. In 2012-13, there were only two listed players in men’s inner space and women’s innerwear had none, which is how Clovia started.
Speaking further, Vermani noted, there is a new wave of D2C which is causing major disruption, “We became D2C because there was no other way to do this business in a profitable way.” While this space has experienced buoyancy in recent times, such was not the case five years ago. However, Vermani stood his ground and believed the D2C space would catch up. These are brands that will not be going through multiple channels and try to reach the end consumer as fast as possible, he clarified.
Vermani also spoke about the bright future in the D2C space for upcoming brands, with innerwear continuing to pose a challenge in terms of distribution.
