Consumer Trust & Engagement Plays a Pivotal Role in D2C Brands Growth
Consumer Trust & Engagement Plays a Pivotal Role in D2C Brands Growth

In 2020, a vibrant shift unfolded as the world collectively hit the "pause" button. Faced with unexpected circumstances, consumers across the nation embraced the harmonious convenience of online shopping. In between this chaos, center stage is bathed in a new spotlight, and the show's stars are none other than Direct-to-Consumer (D2C) brands.

As we revel in this avant-garde dance, the D2C market emerges as more than a trend—it's a dazzling evolution, set to have a $60 billion market by 2027. This phenomenon is majorly attributed to the D2C emphasis on fostering customer engagement and trust.

Within the D2C model, sellers wield the ability to establish direct connections with customers, engaging them without the need for intermediaries such as third-party retailers. This model grants sellers control over both the customer experience and brand positioning. Let's explore how D2C brands write their growth script in the e-commerce industry.

Customer Engagement: Essence of D2C Success

Online retailers enjoy a built-in advantage of customer loyalty, an angle that D2C brands must actively cultivate. In D2C branding, customers play the pivotal role of chief marketers— their word of mouth becomes the primary assurance of a brand's worthiness. Therefore, prioritizing consumer preference is crucial in pursuing product promotion and marketing efforts. So, what can be done?

Tech-driven Personalization

D2C brands gain a significant edge through personalized product offerings. By actively incorporating customized marketing strategies, businesses can cultivate robust customer relationships and instill brand loyalty. AI algorithms play a crucial role in analyzing customer preferences to tailor recommendations and launch targeted marketing campaigns.

For example, AI-powered chatbots understand context and allow businesses to provide accurate resolutions to queries, even accommodating typos or variations in language. Embracing technology also involves leveraging popular platforms like social media to engage specific target audiences.


Companies may lose customers to more adaptable competitors when they fail to align with evolving consumer preferences. Offering premium products at a reduced cost enhances the appeal, drawing in a broader audience. D2C brands achieve this by cutting out intermediaries, allowing them to provide lower prices than traditional retail products. This cost-efficient approach enables brands to expand their reach and have a more competitive market.

Strategies to Achieve Maximum Customer Engagement

Customer engagement through content

Consumers find themselves confined to their homes, and the impact of engagement is notably heightened with relevant content. Using actors, comedians, influencers, and social media platforms can be transformative. Companies are enhancing awareness of supplementary products through digital experiences and relatable content.

Customer review and feedback

User-generated content, including reviews and feedback, is valuable in D2C customer engagement. Leveraging this content strategically can lead to referrals and build customer trust. Encouraging customers to post 'unboxing' videos on social media serves as a statement of engagement and allows potential consumers to review the product in action. Rewarding customers for such contributions can lead to more testimonials and feedback, enhancing overall customer engagement.

Omnichannel Marketing

A crucial aspect of initiating communication with customers on various platforms involves ensuring omnichannel engagement. Customers use multiple channels like WhatsApp, Facebook, Instagram, or email. Incorporating a digital omnichannel engagement platform enables brands to engage in real-time. This transforms websites and social media into virtual business centers. Additionally, the platform includes a built-in knowledge base and case management for swift resolution of customer queries.

Trusted Shipping Partners

Brands need a robust system for delivering their products to end clients. The focus should be on efficiency, technological advances, cost-effectiveness, and customer satisfaction. The integration of agile operations ensures accelerated development and exceptional eCommerce customer service, while omnichannel services seamlessly connect brands.

In Essence

In the e-commerce industry, the D2C model beckons Indian brands with the promise of not just profits but the chance to build lasting connections with a growing online audience. With an increasing number of online shoppers, D2C brands have the potential for significant revenue and dedicated customer followings.

Success in this digital space hinges on controlling brand identity, delivering exceptional customer experiences, and leveraging valuable insights. In this unfolding narrative of D2C, trust, and engagement emerge as the keys to sustained triumph, turning each click into a connection and transforming success into an ongoing melody of brand commitment.


About the Author

Seeza Bhardwaj, Founder of The Green Loom

Seeza Bhardwaj, Founder of The Green Loom
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How URturms Bagged a Rs1.2 Cr Deal on Shark Tank India: A Sustainable Fashion Success Story
How URturms Bagged a Rs1.2 Cr Deal on Shark Tank India: A Sustainable Fashion Success Story

In an era where sustainability and innovation are becoming paramount in every industry, URturms stands out as a beacon of change in the fashion world. Founded by Surender Singh Rajpurohit, this apparel brand is on a mission to cater to eco-conscious individuals who refuse to compromise on style or sustainability. With a vision that blends cutting-edge technology and eco-friendly practices, URturms has redefined the narrative surrounding fashion, proving that style and sustainability can coexist harmoniously.

Surender Singh Rajpurohit's journey to becoming the owner of URturms is as inspiring as the brand itself. With a background entrenched in the automotive industry, Surender's foray into the world of sustainable fashion began when he became a customer of URturms in 2018. Recognizing the brand's potential to make a significant impact, he made the bold decision to acquire URturms in 2022, infusing it with fresh perspectives and a commitment to excellence.

Innovative Technology Meets Fashion

At the heart of URturms lies its innovative approach to clothing, leveraging advanced hydrophobic technology to create garments that are not only stylish but also practical and durable. From their signature 30-day no-wash denim jeans to AC cool tech shirts and 7-day no-smell socks, URturms' product line embodies the perfect synergy between fashion and technology. By integrating these cutting-edge technologies into their designs, URturms is revolutionizing the way we perceive and interact with our clothing.


"Innovation and sustainability are not just buzzwords; they're the driving forces behind meaningful change in the fashion industry," states Surender Singh Rajpurohit

Optimization and Restructuring

Before URturms made its debut on Shark Tank India, Surender embarked on a mission to streamline the brand's operations and optimize its resources for maximum efficiency. With a keen eye for business operations, Surender reduced the number of SKUs, optimized packaging costs, and trimmed the team from 60 to 9 people. These strategic decisions not only helped improve the brand's bottom line but also positioned URturms for exponential growth and success in the future.

Shark Tank India: A Platform for Success

When Surender stepped into the den of investors on Shark Tank India, he presented a compelling case for URturms, seeking Rs 1.2 Crore for a 2 percent equity stake, valuing the company at Rs 60 Crore. Despite facing tough negotiations and intense scrutiny from the sharks, Surender remained steadfast in his vision for the brand, showcasing its impressive growth trajectory and solid unit economics. His passion and determination caught the attention of the sharks, ultimately leading to a lucrative deal for URturms.

Sealing the Deal

After a series of intense negotiations, URturms secured a deal with Azhar Iqubal, who offered Rs 1.2 Crore for a 4 percent equity stake in the company. This landmark moment not only validated URturms' potential but also provided the brand with the necessary resources and expertise to propel it to new heights of success. With Azhar Iqubal's backing and the exposure from Shark Tank India, URturms' net worth soared to Rs 30 Crore post-deal, solidifying its position as a trailblazer in the fashion industry.

Continuing the Journey

Even after its momentous success on Shark Tank India, URturms remains committed to its core values of sustainability, innovation, and style. With a renewed sense of purpose and determination, URturms is poised to continue pushing the boundaries of fashion while staying true to its eco-friendly ethos. As the brand continues to grow and evolve, it serves as an inspiration for both consumers and aspiring entrepreneurs, proving that sustainability and style can go hand in hand.

URturms' journey from eco-conscious ideals to Shark Tank triumph is a testament to the power of innovation, determination, and sustainability in reshaping the fashion industry. As the brand continues to make waves with its groundbreaking designs and eco-friendly practices, it remains a shining example of how fashion can be both stylish and sustainable. With URturms leading the charge, the future of fashion looks brighter than ever before.


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