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The ad pitted both companies' products against each other and allegedly was widely circulated on WhatsApp.
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While legacy companies are looking to grab a slice of the D2C pie, smaller brands have their own challenges that are pushing them to get acquired.
Going by the FMCG giant’s stated intent and need, fans of the little over four-year-old, digital-first skincare brand have no reason to worry.
The FMCG major says that the new model is aimed at helping kirana stores and that it won’t affect distributors. These claims deserve a relook.