Think of some of the brands, whose names are popular in India. Lenskart, boAt, Licious, Mamaearth, SUGAR Cosmetics, Country Delight, Bombay Shaving Company, Chaayos, The Whole Truth and more. These are D2C brands. Is there a D2C overdose? Can it stick around as a long-term strategy? Will it fizzle away? Are D2C brands going offline? What is the future of D2C?
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