6 Leading D2C Brands Share Their Offline Plans

The shutting down of retail showrooms galvanized many brands to pivot to the direct-to-consumer (D2C) business model to keep their businesses alive. Overnight, they were forced to learn the art of direct digital selling. However, for startups such as boAt, SUGAR Cosmetics, Wow Skin Sciences and many others that were already operating in the D2C space, it was a joyride. This brought them to the limelight. 

6 Leading D2C Brands Share Their Offline Plans


Today, D2C is the new normal. According to an Avendus report, India’s D2C business is going to be worth $100 billion in five years. 

However, with stores opening up, D2C brands do not want to miss out on any chance to expand their offline presence as well while simultaneously focusing on selling through their website. As consumers show pent-up behavior, they believe that offline will always be relevant. 

We at Entrepreneur India asked some leading D2C about their offline presence and expansion plans. 

SUGAR Cosmetics

SUGAR retails through 10,000-plus stores, out of which 70 are exclusive brand outlets and kiosks. In line with its aggressive retail expansion plans, it launched 19 stores in July 2021 and in a first for the brand, it even ventured into high-street stores with 10 outlets in cities such as Bangalore, Hyderabad, Delhi, Mumbai, Jalandhar, Bhatinda and Nagpur. 

The rest of its retail footprint across 130-plus cities pan India is covered through modern trade outlets like Lifestyle, Shoppers Stop, etc., and various general trade outlets. SUGAR also has a growing international retail presence across Dubai, UAE and Russia.

Talking about expanding offline presence, Vineeta Singh, CEO and co-founder, SUGAR Cosmetics, said, “Building strong distribution offline is one of the main pillars for SUGAR’s expansion plans. In tandem with that, we expect our offline presence to triple over the next two quarters.”

SUGAR Cosmetics was digital-only till 2017 via its own website and other leading e-commerce partners. However, by early 2018, it ventured into general trade channels and large-format retailers in malls, followed by a quick progression to launching exclusive brand outlets and kiosks. By 2019-end, it had also launched a brand-owned mobile app. It decided to go aggressive on our omnichannel approach to be able to grow the brand and continues to do so. 

“While COVID-19 pandemic-induced lockdown led to a spike in online sales for most brands, including us (online sales increased to around 60 per cent of our revenue in 2020) by the November 2020 festive season, retail markets bounced back to pre-covid levels. This backed with our own retail sales numbers has compelled us to double-down on growing our offline presence,” Singh added. 


In 2020, at a time when the pandemic spelled doom for offline retail and brands were cutting back on physical retail, MyGlamm launched its experiential 3000 sq ft flagship store designed by New York City-based School House in Mumbai’s Juhu neighborhood. MyGlamm changed things up and offered customers what is called a ‘phygital’ experience, a term that refers to the blend between physical and digital consumer experiences. Currently, MyGlamm has 20,000 POS across 70 cities in India.

By December 2021, it aims to have 35000 to 40000 POS across 100 cities of India. “To truly be D2C, it is important to be omnipresent. MyGlamm has one simple yet important goal, to be where the consumer is. Furthermore, even though online shopping is increasing in consumer traffic, offline offers consumers an experience online cannot, where customers can actually experience the brand through their products and that engagement with consumers is essential to every brand,” said Darpan Sanghvi, founder and CEO, MyGlamm. 


“The average consumer goes through several touchpoints of inquisitiveness, awareness, consideration, trials and purchase – and it isn’t always this linear. The online medium offers excellent options at many of these touchpoints but is not always complete. Textures, fragrances, look and feel – these are all left to a post-purchase moment of truth,” said Shankar Prasad, founder and CEO, Plum.

He added that the retail store on the other hand serves as an all-in-one experience across all these touchpoints, and the richness of human face-to-face interaction also adds to the joy of consuming the product.

Prasad believes that at least 85 per cent of all beauty consumption still happens through retail. As long as a brand has the wherewithal to address this market, there is no reason for the brand to sit out of the action. 

The skincare brand has been building its distribution presence over the last four years, and now reached over 225 towns and cities in India, through 750-plus assisted outlets, and over 10,000 unassisted outlets.

It also opened its very first exclusive store at R City, Mumbai in August 2021 and plans to open several more in the coming months, to allow consumers to experience brand Plum in its entirety. The startup’s retail presence covers both general trade as well as key accounts such as Health & Glow, Shoppers Stop, Lifestyle and other department store chains.

Pee Safe

At the moment, the brand has about two Pee Safe exclusive stores that are franchisee-owned and operated. It plans to expand its exclusive line to three more stores, which are currently in the works and will be added in the coming weeks. Pee Safe and Raho Safe products are available in approximately 8,000 retail outlets in general and modern trade across 100-plus cities in India.

With things going back to normal, it intends to expand its offline presence to more than 25,000 retail outlets across the country within the next year.

Despite the fact that online businesses have expanded at an unprecedented rate in the last 1.5 years, offline retail still accounts for more than 90 per cent of retail business presence. Furthermore, the brand-building derived from offline retail business is irreplaceable because the physical presence/touch involved makes it more impactful, which is one of the many reasons why brands prioritize offline retail to the greatest extent possible,” said Vikas Bagaria, founder and CEO, Pee Safe.

Bombay Shaving Company 

Presently, Bombay Shaving Company’s products are available across 25,000 top stores in national and regional chains, stand-alone stores, cosmetics and top stores in pharma and grocery channels. The current presence is across 100 top cities of India and 3 international geographies. 

Even though the brand’s major brand building and storytelling will happen through D2C and online, it expects brick-and-mortar retail to continue to dominate the sales over the next five years. It expects that more than 90 per cent of sales for the category will come from offline retail. “For a new-age brand, it becomes imperative to be available where the customers are and dominate the point of sales through impressive visual displays to create awareness and consideration for our brand. Offline distribution will be a multi-year growth story for us and we have very strong plans for sustainable offline expansion with things coming back to normalcy,” Shantanu Deshpande, founder and CEO, Bombay Shaving Company told us. 


The D2C fine jewelry brand has 6 physical experience centers in Bengaluru, Delhi/NCR and Bhopal combined currently. It claims to be a digital-first brand and that the experience centers are a seamless extension of its online store.

Melorra aims to launch 350 experience centers pan India in the years ahead. “Experience is an essential aspect of Melorra’s approach. Through our physical experience centers, we want to ensure better customer service. Customers can choose products online and place the order offline at any of our physical outlets or vice versa. In this era of hybrid retail, we have created the brick-and-mortar stores as a seamless expansion of the online retail platform,” said Saroja Yeramilli, founder and CEO, Melorra. 

Yeramilli believes that the dream for any D2C brand is to be loved by the audiences and to connect with the masses that use the kind of products sold by the brand. “To achieve this objective, a hybrid market presence is essential in a country like India. We are a digital-first brand and shall always be, but a majority of our target audiences are still used to purchasing jewelry online,” she said. 

Even among the ecommerce aware customers, the brand has observed that there is a tendency to check the designs online, but buy the products offline as they want to physically experience the product. “Sometimes, a customer might not be keen on waiting for delivery or might have any other concerns which make access to in-person purchases essential. Therefore, as a growing brand with pan India coverage goals, opening exclusive offline stores is an important element in our brand expansion strategy,” she said.

Internet Explorer Channel Network
News Related


DeFi: The Ever Evolving Ecosystem

The idea of Decentralized Finance (DeFi) was brought forward by the MakerDAO platform in 2014 when it launched its own crypto “DAI” later on within the Ethereum network in December ... Read more »

Nykaa Acquires D2C Skincare Brand Dot & Key

Nykaa, a beauty and fashion e-commerce platform, on Friday, announced the acquisition of the Indian skincare brand Dot & Key. This is the first direct-to-consumer (D2C) beauty brand acquired by ... Read more »

China pulls Boston Celtics NBA games after player calls Xi Jinping "brutal dictator": report

Chinese President Xi Jinping was called a “brutal dictator” by a Boston Celtics player. China has pulled the online streaming of Boston Celtics NBA games after one of its players ... Read more »

Kerala Lottery Result: 'Nirmal NR-247' lottery winners to be announced at 3pm

Kerala had set up India’s first lottery department in 1967. Kerala Lottery Result: The Kerala State Lottery Department is set to announce the results of ‘Nirmal NR-247’ lottery at 3pm on ... Read more »

Lessons Learned From Scaling a Jewelry Business To 8 Figures

After purchasing Buchroeders Jewelers from his family, Mills Menser launched Diamond Banc. He did so in hopes of changing the way the jewelry industry does business. Handout While many doubted ... Read more »

Can Hybrid Learning Models That Leverage EdTech Make Students Independent Learners?

Every decade or so, the education system goes through a reformation. Sometimes, central boards make the decision to change the curriculum and introduce new subjects, other times, they remove redundant ... Read more »

Startup Funding, Challenges And Opportunities

In his thoroughly researched book, India Unbound, one of the most fascinating thinkers of modern India Gurcharan Das points out that the idea of entrepreneurship ranks third in the caste ... Read more »

A Digitalpreneur On Top Digital Marketing Trends To Look Out For In 2021

The closer we look around ourselves, the more we realize how things have been on a constant rise since the last few years, owing to the tremendous developments and advancements ... Read more »

This AI-Enabled StartUp Is Helping Businesses Tackle Digital Fraud

Can you recall the last time you got a quality lead by running an ad campaign? Or are you also drowning in the ‘lots of impressions and no clicks’ boat? ... Read more »

MacBook Air specifications leaked days after Apple launches MacBook Pro with M1 Max chip

The affordable version of the MacBook is expected to be thin and light. (Image courtesy: Jon Prosser, RendersbyIan) MacBook Air specifications and design details have leaked online. Apple is rumoured ... Read more »

Actor Alec Baldwin fired prop gun that killed cinematographer on film set, injured another: US authorities

Alec Baldwin is producing and starring in ‘Rust’. Production for the Western has been halted. (File photo; Carlo Allegri/ Reuters) Alec Baldwin, Hollywood actor and producer, fired a prop gun ... Read more »

Prop firearm accident on Alec Baldwin's movie set: one crew member dead, another injured

Alec Baldwin is producing and starring in ‘Rust’. Production for the Western has been halted. Santa Fe, N.M. (AP) — A woman has been killed and a man injured Thursday ... Read more »

Lottery Sambad Result October 22: 'Dear Bangabhumi Ajay' lottery winners to be listed at 4pm

Lottery Sambad Result: The West Bengal State Lottery Department will announce the results of its ‘Dear Bangabhumi Ajay’ lotteryat 4pm on October 22. The results can be checked at lotterysambadresult.in. The winner of the ... Read more »

Construction Startup Tvasta Raises Funding To Build 3D Printed Homes

Habitat for Humanity International through its Shelter Venture Fund recently invested INR 30 million ($411,000) in Tvasta Manufacturing Solutions Ltd. to increase the production of affordable 3D printed homes in ... Read more »

Federal Reserve: Businesses Say Vaccine Mandates Are Hurting Employment

The Federal Reserve on Thursday said that businesses have reported COVID-19 vaccine mandates have hurt employment and are contributing to labor supply problems—even before President Joe Biden’s previously announced vaccine mandate for private businesses goes ... Read more »

Rare Coin Made in Colonial New England Could Sell for $300,000

An extraordinarily rare coin minted in Boston in 1652 could sell for approximately $300,000 at a London auction next month, AP News reports.  Although the silver shilling was worth just pennies in ... Read more »

Apple to Require Daily Covid Tests for Unvaccinated Employees

Every time an unvaccinated Apple employee works from the office instead of remotely, they’ll be required to take a covid-19 test, according to Bloomberg. SOPA Images | Getty Images That ... Read more »

Harnessing Energy From Waste

Come winter and India’s national capital gets shrouded in a thick blanket of smog that is a result of the humongous burning of crop stubble on acres and acres of ... Read more »

Breaking: Brian Laundrie Found Dead, FBI Confirms

On Thursday evening, the FBI confirmed that the skeletal remains found in Myakkahatchee Creek Environmental Park in North Port, Florida belonged to 23-year-old Brian Laundrie, the sole person of interest ... Read more »

Tip For a Successful Jewelry Business: A Success Story

Dedication, drive, and a well-thought-out company strategy are the characteristics of a successful entrepreneur. Handout Despite the fact that the fundamental concepts of company success and growth remain the same, ... Read more »

'Squid Game' Is Causing a Massive Spike in People Wanting to Learn Korean

Squid Game has officially become the most-streamed show in Netflix history. ADEK BERRY | Getty Images Netflix confirmed last week that the Korean drama series had hit 111 million households viewing ... Read more »

The Crypto Wallet Hustle -- What You Need to Know

Since the inception of time, there have been nefarious individuals looking to take advantage of their fellow humans: pickpockets, conmen, hustlers, etc. So, the rise of digital and crypto scammers is ... Read more »

Elon Musk Posts Sexual Bitcoin Meme and Sends Twitter Into a Frenzy

Elon Musk is back at it again with his Twitter antics, but this time it isn’t to rip on longstanding rival Jeff Bezos or to promote the meme-able cryptocurrency Dogecoin. ... Read more »

Unemployment Claims Fall to Pandemic Low Amid Tight Labor Market

The Department of Labor reported that the number of Americans filing new claims for jobless benefits dropped to a 19-month-low last week. First-time filings for unemployment claims totaled 290,000 for that week ended ... Read more »

Netflix Employees Walk Out Over Dave Chappelle Special

Some Netflix employees walked out Wednesday in protest of the latest comedy special from Dave Chappelle, The Closer, which features jokes about transgender people. They and allies rallied and chanted, ... Read more »

Mariah Carey Encourages Women to Enter the Crypto Game, Support Black Girls Code

Mariah Carey is partnering with cryptocurrency platform Gemini on a new campaign aiming at making the asset class less daunting and more accessible to women. Jamie McCarthy | Getty Images According to Gemini, ... Read more »

Popeyes' New Collaboration With Megan Thee Stallion Just Broke the Internet

Real hot girl chicken! Scott Olson | Getty Images The iconic chicken chain has teamed up with Grammy Award-winning rapper and social media icon Megan Thee Stallion for a full ... Read more »

This Is Why My Dad Always Had a Full Tank Of Gas In 1973

In 1973 there was a huge oil crisis. How huge? Imagine the price of a gallon of gas rising almost 50% in just a few months. Imagine President Biden — as President ... Read more »

SpaceX Will Make Elon Musk a Trillionaire, According to Predictions

Elon Musk is currently the world’s richest person, with a net worth of $242 billion. And according to an expert at investment-banking company Morgan Stanley, that number is well-positioned to get even ... Read more »

First Western (MYFW) Q3 Earnings and Revenues Beat Estimates

First Western (MYFW) came out with quarterly earnings of $0.81 per share, beating the Zacks Consensus Estimate of $0.69 per share. This compares to earnings of $1.20 per share a ... Read more »

Thermo Fisher Scientific (TMO) Outpaces Stock Market Gains: What You Should Know

In the latest trading session, Thermo Fisher Scientific (TMO) closed at $608.41, marking a +0.46% move from the previous day. This move outpaced the S&P 500’s daily gain of 0.3%. ... Read more »

Bay Commercial Bank (BCML) Meets Q3 Earnings Estimates

Bay Commercial Bank (BCML) came out with quarterly earnings of $0.51 per share, in line with the Zacks Consensus Estimate. This compares to earnings of $0.27 per share a year ... Read more »

TrustCo Bank (TRST) Beats Q3 Earnings Estimates

TrustCo Bank (TRST) came out with quarterly earnings of $0.87 per share, beating the Zacks Consensus Estimate of $0.72 per share. This compares to earnings of $0.75 per share a ... Read more »

Volkswagen AG (VWAGY) Outpaces Stock Market Gains: What You Should Know

Volkswagen AG (VWAGY) closed at $32 in the latest trading session, marking a +1.62% move from the prior day. This change outpaced the S&P 500’s 0.3% gain on the day. ... Read more »

Colony Bankcorp (CBAN) Beats Q3 Earnings and Revenue Estimates

Colony Bankcorp (CBAN) came out with quarterly earnings of $0.57 per share, beating the Zacks Consensus Estimate of $0.30 per share. This compares to earnings of $0.39 per share a ... Read more »

Bar Harbor Bankshares (BHB) Beats Q3 Earnings and Revenue Estimates

Bar Harbor Bankshares (BHB) came out with quarterly earnings of $0.73 per share, beating the Zacks Consensus Estimate of $0.63 per share. This compares to earnings of $0.61 per share ... Read more »

Sigma Labs, Inc. (SGLB) Reports Q3 Loss, Tops Revenue Estimates

Sigma Labs, Inc. (SGLB) came out with a quarterly loss of $0.24 per share versus the Zacks Consensus Estimate of a loss of $0.12. This compares to loss of $0.42 ... Read more »

Shell Oil (RDS.A) Stock Sinks As Market Gains: What You Should Know

Shell Oil (RDS.A) closed at $48.85 in the latest trading session, marking a -1.19% move from the prior day. This change lagged the S&P 500’s daily gain of 0.3%. – ... Read more »

SVB Financial (SIVB) Q3 Earnings and Revenues Beat Estimates

SVB Financial (SIVB) came out with quarterly earnings of $7.26 per share, beating the Zacks Consensus Estimate of $5.06 per share. This compares to earnings of $8.47 per share a ... Read more »

Twilio (TWLO) Outpaces Stock Market Gains: What You Should Know

In the latest trading session, Twilio (TWLO) closed at $369.23, marking a +0.72% move from the previous day. This move outpaced the S&P 500’s daily gain of 0.3%. – Zacks ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic