Countless small businesses have thrived for years on direct customer access paving the way to the Direct to Consumer (D2C) model. My childhood memories would be incomplete without the fresh smell of clarified butter (“ghee”) delivered at our doorstep every month by “jethu”, a middle aged man whose name is lost in time. This ghee was made by his wife in her dainty kitchen and he delivered in around his home to customers he acquired purely by word of mouth. Who would have known that decades later small businesses like his could use digital media to directly reach out and engage with customers across the world with a single click?
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