Mohit Jain, Co-Founder, and Head, E-Commerce, mCaffeine while speaking at a webinar #EmpoweringD2C in collaboration with Shipway talks about the idea that led to the introduction of mCaffeine as a brand in the personal care space.
The rise of awareness and ease of accessibility of products through a multichannel approach, including company stores and websites, e-commerce channels and doorstep delivery, etc. are driving the market.
The Kiehl's India e-commerce website was launched in June last year with an aim to cater to all skin-care needs of the Indian consumer and offer them tailor made service by providing one-on-one personalized consultation and a skincare routine.
The industry which has been highly fragmented due to the localized nature of the distribution prior to the previous decade has now started to move towards a more nationalized as well as global play with the disruptions caused by technology and e-commerce.