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India does not behave like a single market. A pin code 1-2 kilometres from another can have a completely different income mix, a different appetite
July 2, 2026
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India does not behave like a single market. A pin code 1-2 kilometres from another can have a completely different income mix, a different appetite
Vikram Nair had been in retail long enough to trust his instincts. As Head of Business Development at a 300-store consumer electronics chain, he had
India’s D2C ecosystem has matured. Customer acquisition costs are rising. Digital performance is volatile. Expansion into new cities is becoming riskier. Retention is harder than