India, Oct. 9 -- For a decade, a south-Delhi based Gen X consumer picked a particular brand of shampoo in a big bottle that targets salons, for use at home. This way she didn't have to replenish her hair wash product for the next six months. Gen X is the consumer segment aged between 45 and 60 years and the lady was happy with her choice of shampoo up until recently when her world opened up to new-age online brands of beauty and personal care. Now she's testing new shampoos, hair masks and serums from different direct-to-consumer (D2C) brands available online and delivered home, often within minutes.

If a Gen X consumer - a much older cohort than millennials and Gen Z - is tempted to switch her decade-old brand, imagine the churn brands ...