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Star power...
Financial Express Mumbai
|January 26, 2026
INDUSTRY EXECUTIVES SAY the divergence underscores a hard lesson for the D2C ecosystem: celebrity association may drive trials, but it does not guarantee repeat purchases or brand loyalty.
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“Consumers are extremely value-conscious.
A familiar face might prompt a first purchase, but sustained growth depends on product quality, pricing, availability and overall experience,’ said Somdutta Singh, founder and chief executive of cross-border e-commerce acceleratorAssiduus Global.“In many cases, the issue hasn’t been intent but inconsistent execution”
Cette histoire est tirée de l'édition January 26, 2026 de Financial Express Mumbai.
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