Bengaluru, Nov. 11 -- Digital-first beauty brands are deepening their presence in India's physical retail market as they look beyond e-commerce to reach consumers who still buy products from the neighbourhood store.

The shift is visible in the sales and distribution numbers of new-age companies such as Honasa Consumer, Nykaa and Plum Goodness. For these brands, offline retail offers a way to broaden their consumer base and help product discovery.

"Ultimately, if you want to reach new customers, they still need to be able to buy the product from general trade, modern trade or a nearby store. That is what is happening with a lot of digital brands," Meena said.

Online channels account for only around 20-25% of India's fast-growing beauty ...