Blogger’s Park: In India’s crowded D2C market, personalisation becomes a survival strategy

By Yasin Hamidani

The Indian e-commerce landscape has never been more competitive. Thousands of D2C brands, from skincare startups to artisanal snack labels, are fighting for consumer attention in a market where choices are infinite, and loyalty is fragile. What separates the winners from the rest is no longer just product quality or discounts, it is the ability to make every shopper feel seen, understood, and valued. That is where personalisation at scale is becoming the game-changer.

Ten years ago, marketing was about reaching as many eyeballs as possible. Today, success lies in creating one-to-one conversations with millions simultaneously. Indian consumers, especially Gen Z and millennials, expect brands to know their preferences, anticipate their needs, and offer relevant solutions without being intrusive.

Bundled options

For example, a returning shopper looking at a protein snack pack may be shown a bundle of options based on their purchase history, while a first-time visitor sees trial packs with discount codes. A beauty D2C brand might recommend shades suited to the customer’s skin tone, while a fashion startup curates entire looks based on browsing behaviour. This personalisation turns casual visitors into repeat customers and repeat customers into loyal advocates.

While personalisation is not new, what’s changed is the ability to deliver it at scale. With millions of data points flowing in from websites, apps, social media, and even quick commerce platforms, D2C brands now have the raw material to create dynamic, hyper-personalised journeys.

Real-time intent

AI-powered engines can segment audiences in real-time, predict purchase intent, and serve the right product at the right moment. From automated product recommendations to personalised emails, from dynamic pricing to custom loyalty rewards, AI enables brands to replicate the intimacy of a neighbourhood shopkeeper but across millions of customers.

In India, where price sensitivity and brand switching are high, personalisation does more than drive conversions, it builds trust. When a brand remembers a consumer’s preferences, respects their time, and solves their needs seamlessly, it creates a sense of belonging. This emotional connection often translates into higher lifetime value, reduced churn, and organic word-of-mouth advocacy.