‘Digital-first’ brands, or brands that can only be purchased online, can expect to see strong growth across categories like budget fashion, furniture and groceries with the increasing adoption of ecommerce, a study said.
“We expect digital-first brands to make significant advances in the unorganised retail segment such as furniture, budget fashion and groceries. The lack of known brands in these areas presents a unique opportunity to the digital-first players to become synonymous with a particular segment,” a report by Deloitte said. Deloitte predicts that spurred by the growth, some brands in these segments may go international as well. These categories have strong domestic design and manufacturing capabilities, thereby allowing companies to set up an efficient supply chain and sell the products at high gross margins, it said.