India, Oct. 23 -- The future of product launches in India is decisively commerce-first, believes Sairam Ranganathan, head of e-commerce at WPP Media India. Product launches are no longer just campaign driven. Thanks to the emergence of e-commerce and quick-commerce, the landscape is dynamic, with these platforms becoming more than just points of transaction and turning into influential environments for product discovery, trials, conversion and other learnings on buying habits, Ranganathan said recently, while releasing a framework for new product launches in a digital world.

The commerce-first launch playbook has been compiled in view of the unmistakable shift in consumer behaviour where shoppers are increasingly discovering and ordering...