From PepsiCo to Britannia, brands step up to the digital storefront

Pepsi, Coke, Britannia, Kwality Walls and a host of other brands line up for e-stores on delivery apps, rethink visual identities, and the retail experience

Launch a delivery app, any of the several that have rapidly mushroomed over the past month, and a colourful bunch of familiar logos pop up. Jostling for space on the screen are tiny visual identifiers that Coca-Cola India, PepsiCo India, Britannia, HUL, P&G and a slew of big brands have used to mark their designated e-stores. Shut out of the familiar supply chain networks, big brands are relying increasingly on small start-ups to find their way back into game. But as they do that, their virtual storefronts are creating a new design language and by using a combination of factors—logo,