FMCGs, retailers continue to forge direct consumer link as lockdown eases

Consumer-facing businesses have had to reorient themselves during the Covid-19 pandemic and target their audiences directly since people have been wary of stepping out to shop. While tie-ups with online platforms such as Swiggy, Zomato, Dunzo, Flipkart and Domino’s for last-mile delivery gained currency during the lockdown, many of these initiatives have now reduced as businesses normalise. That’s not to say that direct-to-consumer (D2C) programmes have ended altogether. The focus of fast-moving consumer goods (FMCGs) is also shifting to online channels. A report by Ave.....

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