I can hurt, but I can't win: The reality of India's D2C insurgents

India's new-age consumer brands are rapidly disrupting markets, with revenues soaring. However, a significant challenge persists: while creating a challenger brand is easier, building a large-scale, enduring business remains incredibly difficult. Most brands struggle to cross key revenue milestones, highlighting the immense gap between niche disruption and market dominance. Incumbents' established advantages continue to pose a formidable hurdle for these emerging companies.

Raccontata daeconomictimes.indiatimes.com