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BW Businessworld
Homegrown D2C Brands See Major Growth in 2020
The year 2020 has shown that the Indian market has a major opportunity for the brands to adopt D2C model if laid out with a proper supply chain system.
Photo Credit : Ritesh Sharma
The Covid-19 pandemic and its aftereffects have surfaced a major supply of home-grown brands to fulfill the customer demands. Brands, majorly in the category of health and nutrition, skincare, among others, have seen a major growth post-pandemic period.
From April to October, skincare brand Super Smelly witnessed growth in revenue by nearly 1500 per cent, “a once-in-a-generation kind of milestone”, the company claims, amid the pandemic. Ayurveda brand Upakarma Ayurveda, which clocked 100 per cent YOY rise in turnover for the past three years, is now witnessing a 60 per cent growth on a monthly basis post the onset of Covid-19. There are other such examples.
The ongoing India-China face-off in Eastern Ladakh may appear to be a small-scale confrontation between conventional forces. But it is still one between nuclear-armed states, and the threat of escalation cannot be denied. In its wake, India has carried out a series of missile tests, while China too has fired a number of ballistic missiles near the Paracel and Spratly Islands, apparently to warn the US, but hardly something New Delhi can ignore. This analysis makes three key points: the threat from China is likely to persist; India needs to adapt balancing responses to the threat to the requirements of a nuclear weapons environment; and Indian policymakers should be mindful of the possibilities of actual military combat, be it a marginal war, or a trans-domain conflict that involves use of advanced technologies influencing both the nuclear and conventional spheres.
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