Smaller cities now account for 40-50% of sales for many premium direct-to-consumer (D2C) brands, thanks to increased digital adoption and online shopping with beauty and beauty, wellness foods, wearables, cookware and appliances. In the midst of an epidemic. Brands such as boAt, Bombay Shaving Company, Wonderchef, Kapiva, mCaffeine and Mamaearth expect further growth in demand from smaller cities, driven by affordability and first-time consumers. “Around