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The great data disconnect in India’s fast-moving markets
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The great data disconnect in India’s fast-moving markets
New Delhi: In India’s fast-moving consumer markets, where a shampoo sachet costs less than a WhatsApp data pack, the industry’s obsession with first-party data is beginning to face an uncomfortable question: Is it even worth it for small-ticket, high-frequency categories? As brands rush to build their own data reservoirs, the economics of doing so for small-ticket items, such as FMCG goods, low-value apparel, and impulse buys, are increasingly …
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