Over the past five years, rel=”dofollow” href=”https://economictimes.indiatimes.com/hindustan-unilever-ltd/stocks/companyid-13616.cms” target=”_blank”>Hindustan Unilever (HUL), rel=”dofollow” href=”https://economictimes.indiatimes.com/itc-ltd/stocks/companyid-13554.cms” target=”_blank”>ITC, rel=”dofollow” href=”https://economictimes.indiatimes.com/marico-ltd/stocks/companyid-5886.cms” target=”_blank”>Marico, and rel=”dofollow” href=”https://economictimes.indiatimes.com/emami-ltd/stocks/companyid-5619.cms” target=”_blank”>Emami, among others have either acquired or taken controlling stakes in at least a dozen digital-first brands as these fast-moving consumer goods firms moved to exploit the ecommerce boom. The partnerships helped the brands significantly scale up distribution…
