Digital-First Brands Go Offline: India Still Buys In Stores, Founders Say

• Digital-first brands like Purplle and Atomberg are increasingly adopting offline retail strategies, recognizing India's strong consumer preference for in-store purchases.
• Founders at Moneycontrol's Global Wealth Summit 2026 highlighted that physical stores are crucial for scaling businesses and reducing customer acquisition costs.
• Purplle, initially 100% online, now sees 30% of its business from 180+ physical stores, with aggressive expansion plans, especially in Kerala and West Bengal.
• Atomberg's Arindam Paul noted 70% of their business comes from offline channels, despite digital demand generation, emphasizing better profitability in offline retail.
• The Whole Truth's Shashank Mehta stressed that modern brands must build trust through transparency, moving beyond traditional marketing in an informed consumer market.