D2C will no longer be limited to niche brand offerings but will emerge as a powerful sales medium owing to its stability against disruptions because of digital infrastructure and internal supply chain value.

The massive push to the digital economy has given companies a platform and a huge opportunity to connect directly with consumers which has further led to the emergence of a plethora of D2C brands.

A makeover revolution of sorts is unfolding in India's D2C beauty and personal care space. A cohort of clean, culturally rooted, and ethical brands are making their presence felt with beauty recipes out of kitchens, forests, and the wonders of Ayurveda.