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What Indian D2C brands can learn from Indonesia: Community-led growth for Tier II India

For a decade, India’s direct-to-consumer (D2C) boom was engineered in the metros, through flashy Instagram ads, celebrity influencers, and venture money picking up the bill. That machine is now sputtering. 

Customer acquisition costs in many categories have drifted into the Rs 600–Rs 1,500 range,

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You need to listen to Sudan Archives’ violin opus for the club

My introduction to Sudan Archives was the song “Nont for Sale” from her first EP Sink in 2018. I’ve been a die-hard fan ever since. With each album, she finds new ways to sculpt the sound of her violin, contorting it in defiance of expectations. Athena found her in conversation with it, leaving its timbre […]

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