India, Nov. 27 -- When the Covid waves hit the Indian shores, life had come to a screeching halt, and after the ravager receded, life limped back to normalcy. A lot had changed between the two, but one fundamental aspect changed forever: it's the way we shop.

With India set to have more than 1.5 Bn smartphone users and over 1.2 Bn people going online, a brand without an omnichannel strategy that offers a seamless experience across physical and virtual channels looks outdated, if not incompetent.

The dynamics are influenced by a surge in consumer spending, driven by rising incomes, a young and energetic workforce, and rapid urbanisation. The figures speak for themselves. India's consumer spending is likely to surge by 46%, taking the $2....