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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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Grok is spreading misinformation about the Bondi Beach shooting

Grok’s track record is spotty at best. But even by the very low standards of xAI, its failure in the aftermath of the tragic mass shooting at Bondi Beach in Australia is shocking. The AI chatbot has repeatedly misidentified 43-year-old Ahmed al Ahmed, the man who heroically disarmed one of the shooters, and claimed the […]

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Absynth is back and weirder than ever after 16 years

Absynth is something of a cult classic in the soft synth world. It was originally released in 2000, and quickly found an audience among the growing cadre of people making music on computers. But its last major update, Absynth 5, was released in 2009, and Native Instruments officially discontinued the instrument in 2022, citing a […]

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