Trell’s Bimal Kartheek Rebba On How D2C Brands Can Tap Into Social Video And Vernacular Content For Scaling Up

Trell’s Bimal Kartheek Rebba On How D2C Brands Can Tap Into Social Video And Vernacular Content For Scaling Up

SUMMARY

With more than 700 Mn internet users and just 100 Mn online shoppers in India, the emerging D2C brands need to focus on the huge and untapped consumer base to scale fast

In his masterclass at Inc42’s recently concluded D2C Summit, Bimal Kartheek Rebba, cofounder and COO of the social commerce firm Trell, explained how vernacular and video content could help D2C brands build consumer trust and brand loyalty

Explaining the impact of social commerce in brand building, Rebba underlined the need to embrace the inclusivity and diversity of India

Lately, the D2C (direct-to-consumer) wave has emerged as a sustainable trend for bona fide reasons. Ever since the Covid-19 pandemic hit the world, India was forced to undergo prolonged lockdowns, supply chains were disrupted (if not dismantled) and brick-and-mortar retail came to a shuddering halt for months together. And online shopping grew multifold across ecommerce marketplaces and dedicated D2C brand platforms as safety and convenience topped the priority list of consumers. “There exists a chasm for all D2C brands, but especially the new entrants. This chasm appears when a brand reaches a monthly recurring revenue of INR 35-50 Lakh. It is important to scale and escape this chasm, or a D2C brand may risk stagnating and shutting down. I want to tell you how a brand can cross this chasm and build at scale,” said Rebba.“If you look at the vernacular landscape in India, there is an increase in adoption. If a brand can implement a multilingual strategy, it can win the market,” said Rebba.“A brand has to focus on the inclusivity and diversity of languages to create solutions for emerging India. Understanding the cultural nuances of different regions and using an immersive marketing strategy are the most efficient ways to build strong brand loyalty,” concluded Rebba.

A grim picture altogether but for the rise of the latest disruptor, taking the country by storm.  

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