Before You Click to Cart, Create the Spark: Priyanka Gill’s Take on Startup Demand

 

Startups must develop their own brand affinity and demand generation before relying on online marketplaces, Coluxe founder and CEO Priyanka Gill says. During a recent panel discussion, Gill emphasized again that players like Amazon and Swiggy Instamart are great at order delivery but cannot achieve real brand pull. "You can't rely on marketplaces to attract customers.". They need to create their own pull, she warned, referring to the danger of over-reliance: "If 75% of your business comes from one marketplace, you can get displaced by someone else.".

 

Gill encouraged entrepreneurs to leverage AI and online tools to create content that is real and establish face-to-face relationships with consumers. She talked about a drive towards sustainability and moral sourcing among Indian consumers, and especially for high-end categories like jewelry. With the digitalization of times today, Gill asserts, "Your brand must lead the conversation, not just be part of it"

 

Source: Economic Times