MAM
GUEST COLUMN: Can D2C beauty brands of today be the market leaders of tomorrow?
Mumbai: A lot is being written and said about direct-to-consumer (D2C) brands in general, and D2C beauty brands in particular. Low entry barriers, relative ease of consumer targeting through online channels, and a burgeoning beauty market overall have led to a veritable explosion of beauty brands that have followed an online-only (or online-first) approach to product marketing. Can these brands eventually replace some of the incumbents today as the market leaders of tomorrow? The answer (the easy one, as always) – it depends. On what? Three key factors:
Product strength and innovation capabilities
Marketing gets the customer; the product keeps her. Any amount of smart & shiny marketing (made all the easier through creator apps) will not substitute for the moment of truth when the consumer applies the product on face, lips, hair or body. And for the compliments, she gets from friends or family or colleagues, which is a key factor in driving overall delight with the product.
Being able to consistently deliver on interesting promises, while keeping up with rapidly evolving tastes and trends, is the top critical success factor for new-age brands looking to become market leaders. This takes a motley combination of agility, patience, long-term commitment, and the right innovation approach to get the marketing mix right – again and again.
Omnichannel expansion
Despite explosive growth, the online channel still accounts for 10 per cent or less of the overall beauty market in India. It is believed that the online share in China and the US is closer to 50 per cent, even with the post-Covid acceleration. It’s clear, therefore, that in the medium term, any brand with scale ambitions has to be able to succeed in both online as well as brick-and-mortar distribution environment. The two could not be more different from each other and need diverse sets of skills and capabilities to be developed. The arrival and maturing of distribution aggregator apps might make this a little easier for newer brands, though.
Scalable systems and processes
Most of the (well-funded) emerging brands today are solving for speed and agility (defined as flexibility and speed of response). Sustainability of the approach, margin stability and resilience in the face of extreme market swings (on both supply- or demand-side) are yet being developed. Several brands are expected to reach a somewhat mature stage over the next 2-5 years, and those that are able to put in place scalable systems and processes across functions (marketing, distribution, supply chain etc) would be the ones poised to make the leap into the big league.
The landscape in 2026
The inherent strength of the incumbent brands in terms of brand, distribution and product capabilities notwithstanding, it can be safely said that the dynamics of the industry have changed forever. Consumers are open to (and in fact, hungry for) fresh ideas and delightful new experiences, and a lesser-known brand is no longer a barrier. The market is likely to be no longer dominated by a handful of brands but would indeed have a ‘fat middle’ of similar-sized brands, best known for a few categories each. To get there, and stay there, new-age brands have their work cut out along the above three dimensions.
(About Author: Shankar Prasad is the founder and CEO of Plum)
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
