India, Aug. 5 -- As rising disposable incomes push India's consumer market to become a $4.3 Tn opportunity by 2030, the country's top marketing brains are reworking their playbooks to maximise return on investment (RoI) and stay ahead of the shifting consumer behaviour.

Talking about this shift during a fireside chat at Inc42's 'The D2C & Retail Summit 2025', Satya Raghavan, director, marketing partners at Google, said D2C brands need to integrate first-party data and generative AI (GenAI) in their marketing campaigns to stay ahead of the curve and competitors.

Sharing his thoughts on the session's theme of "The Marketing Stack For A New Consumer Reality", Raghavan said, "If first-party data and GenAI aren't part of your marketing strat...