Yet, to do that, brands need to build recall, which requires marketing expenses that a small P&L may not be able to take.

This new market dynamic has allowed for a whole new slew of brands being created via the digital ecosystem – brands that we like to call D2C.

The million-dollar questionsWhile this seems very easy and exciting, there are two big questions:Can brands be built online only?

In answering the second question, sceptics have said that online brands are small and real scale can be achieved only offline.

While this debate will continue to exist, online-only brands can be built but it depends on the category and business case. | To read full story, visit https://startuparound.com/read/1585722616.4243295/Can-online-only-brands-thrive-in-a-market-like-India??ref=audio_experience