Of the trove of brands in India that sold audio gear (earphones, headphones, and speakers) back in 2016, most were and continue to be international brands with a sizable share in the Indian market. Often touted as not so ‘value for money’ products, consumers could only wish for an Indian brand that was high on affordability with quality. boAt Lifestyle made its foray into the consumer electronics space at this time around - with both the founders infusing a capital of Rs 30 lakh and Aman’s garage to call it an office space - to offer Indians a ‘made-in-India’ product for the masses.
The concept of channel boundaries doesn’t exist at SUGAR. Exactly why the topic of discussion was also tweaked by Vineeta Singh, CEO and Co-founder, SUGAR Cosmetics at D2C India 2022 to ‘Present’ and the ‘Future’ of D2C Retail is Omnichannel’. Omnichannel belongs to the older generation and Gen Z is creating it early - as early as 19 years. They don't understand the concept of channel boundaries because they are everywhere.