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Tapping into offline networks

Urban Ladder, Pepperfry, Livspace are stepping out of their virtual-only avatars to expand their brand footprint. But will this blunt their agility?

Alnoor Peermohammed  |  Bengaluru 

Furniture brands, Pepperfry, Urban Ladder and Livspace are steering away from the pure e-commerce ventures that they started out as, blurring the sharply drawn lines between online and offline brands. Quest for new consumers, a crowd of online sellers and the understanding that the majority in India are still buying offline, the brands say, have led them to realign their marketing lenses. As perhaps has the proposed entry of global brands such as Ikea into the country. Is this the way forward or have these brands lost their way? Experts point out that the Indian market leaves brands with ...

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First Published: Thu, October 13 2016. 20:53 IST
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