How Home-Grown D2C Brands Are Empowering Make In India Vision

With the rise of home-grown brands, there is a noticeable shift in the industry. Brands are dedicated to creating products that are unique and truly embody the essence of India

D2C brands aim to foster sustainable and inclusive collaborations that benefit all stakeholders, thereby contributing to the long-term success of the Make in India movement.

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By Vani Talwar Khosla

The Make in India initiative holds immense significance for India's economic growth as it seeks to harness the existing talent pool within the country, generate additional employment prospects, and empower the secondary and tertiary sectors. The Indian government has implemented multiple initiatives to modernise industries, boost exports, and encourage Foreign Direct Investment (FDI). These initiatives complement the underlying principles of home-grown D2C brands to establish, operate, manufacture, and sell products within India.

According to the CII Shiprocket India D2C market report, D2C brands in India are experiencing a robust compound annual growth rate (CAGR) of 40 per cent. It is projected that the collective revenue generated by these brands will reach $60 billion by FY27, a significant increase from the $12 billion recorded in FY22.

With the rise of home-grown brands, there is a noticeable shift in the industry. Brands are dedicated to creating products that are unique and truly embody the essence of India. Leveraging customer insight, local produce, and nuances, D2C brands actively support local artisans and manufacturers.

Home-grown D2C brands are making significant contributions to the Make in India initiative through various avenues:

Cultural Insight & Localisation of Marketing and Manufacturing

The Make in India initiative is aided by locals who possess an understanding, of the nuances of the Indian population and production processes. They understand the customers’ requirements, demands, laws, regional languages, cultural references, and communication preferences. They are well-positioned to develop marketing and communication strategies that resonate with them. Leveraging these insights, they contribute to the growth of a sustainable and compliant manufacturing ecosystem.

The deep understanding of the local culture, traditions, and preferences allows them to be well-acquainted with the availability and accessibility of local resources. With this invaluable insight they are able to identify opportunities for local sourcing, reducing dependence on imports, and promote indigenous production.

Home-grown brands are playing a crucial role in the country's economy by manufacturing the products locally and contributing to job creation and skill development. With an emphasis on quality and innovation, these brands are encouraging Indian craftsmanship and manufacturing skills on both domestic and international platforms.

Job Creation & Collaboration with Artisans and Manufacturers

D2C brands often establish strong local connections and partnerships with artisans, craftsmen, and manufacturers within their communities. Through collaboration with these skilled individuals and local artisans, they can produce products that exemplify traditional craftsmanship, indigenous techniques, and cultural heritage. This also supports the livelihoods of local artisans. This approach instills a sense of ownership and pride among the local population, leading to increased acceptance and support for the Make in India movement, while simultaneously creating employment opportunities.

According to a recent report by NASSCOM, the D2C sector in India is projected to create over 10 million jobs by 2025. This significant employment potential will have a profound impact on the Indian economy.

D2C brands aim to foster sustainable and inclusive collaborations that benefit all stakeholders, thereby contributing to the long-term success of the Make in India movement.

Leveraging Digital Transformation and Technology

We are currently experiencing a transformative era in commerce where technology and business models seamlessly integrate, giving rise to a new wave of e-commerce and community-driven commerce. Homegrown brands are capitalising on digital transformation, the impact of social media, the widespread availability of affordable internet, and the fintech revolution. This convergence of factors empowers emerging brands to foster financial inclusivity, leveraging the thriving startup ecosystem and making entrepreneurship accessible to millions of individuals.

Technology continues to have a revolutionary influence on the expansion of homegrown D2C brands. It helps e-commerce platforms harness data analytics, optimise supply chains, enhance the customer experience, and expand into new markets.

Here are some key ways in which technology has facilitated this progress

• Supply Chain Management and Logistics: Technology enables smooth integration, collaboration, and transparency among supply chain partners, fostering visibility into each stage and ensuring accountability. This aligns with the core tenets of the "Made in India" philosophy, instilling trust and confidence in the origin and quality of products. By optimising processes, reducing costs, and ensuring timely delivery, D2C brands can enhance customer satisfaction and loyalty.
  
  
• Social Media and Influencer Marketing: By capitalising on the influence of both local and international social media platforms, along with influencers, and leveraging valuable data, brands can strategically employ user-generated content to establish a unique value proposition. Brands can emphasise Indian identity, unique aspects of Indian culture, craftsmanship, and help promote the "Made in India" ethos and seize a significant portion of the market.

• Emergence of Marketplaces & E-commerce: Driven by the advancements in digital technology and the widespread adoption of an omni-channel approach, the rise of e-commerce marketplaces and digital D2C brands has instigated a profound transformation in the retail industry. This shift introduces improved transparency, trust, accessibility, and affordability through technology-enabled retail, enhancing the experiences of sellers and buyers alike.

• Entrepreneurial Opportunities and Global Reach: Technology is playing a pivotal role in generating entrepreneurial opportunities and fueling the advancement of the "Made in India" movement. It has broadened market accessibility and facilitated the global reach of products carrying the "Made in India" label. Direct-to-consumer brands can now establish direct connections with international consumers, eradicating geographical constraints and enabling them to showcase their products on a global scale. This broadens the market potential for Indian brands and enhances their prospects worldwide.

The Make in India initiative has ushered in a transformative change by emphasising home-grown innovation and involving individuals who possess an understanding of the local population's intricacies. Each success story of homegrown brands serves as a testament to the power of innovation and courage, inspiring others along the way. This continuous process fuels economic growth while fostering a profound sense of pride and confidence in the capabilities of Indian businesses. With India's vast market potential, the D2C sector is positioned for a promising future, overflowing with opportunities for both growth and success.

The writer is the co-founder at TidyUP.

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