New Delhi, Oct. 3 -- India's digitally native brands, those that produce and sell directly to consumers, are stepping beyond screens into malls, high streets, and curated experience centres. In the first half of 2025, direct-to-consumer (D2C brands) accounted for 18% of retail leasing, up from 8% in the same period last year, according to real estate consultant CBRE.

Mint explains the factors shaping the shift.

Between 2020 and 2022, many digital-first brands grew rapidly as online shopping surged during the pandemic. While e-commerce continues to expand, offline purchases still dominate retail, accounting for more than 75% of transactions in some estimates. To capture these consumers and deepen reach beyond metro cities, brands are goi...