Nestlé, major FMCG, enters the D2C space and launches an online platform

FMCG major Nestlé India launched its own Direct-to-Consumer (D2C) platform on Wednesday, a foray into the fast-growing online channel.

The company will launch its MyNestl D2C platform in Delhi-NCR and expand to other parts of the country, Nestl India Chairman and CEO Suresh Narayanan said in the company’s income statement.

This was “created specifically with consumer needs in mind, I am confident that MyNestl will delight the consumer in every way with product bundles, personalized gifts, subscriptions, discounts and much more”, did he declare.

Additionally, consumers can also try gourmet recipes on the site and get free nutritional advice, Narayanan added.

In the July-September quarter, the e-commerce channel contributed 7.2% of Nestlé India’s sales. It was largely fueled by new emerging formats such as “quick commerce” and “click & mortar”.

Recently, several FMCG companies have acquired, invested in or built their D2C platforms and first online brands. Manufacturers are now moving online marketplaces such as Amazon and Flipkart to their own websites and D2C operations.

However, D2C and online sales currently have a small contribution, but are expected to increase in the coming years.

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Stephen V. Lee