[CAPTION]Ecommerce, once viewed primarily as a distribution channel, is now quietly becoming a strategic engine for innovation. Image: Shutterstock[/CAPTION] India’s consumer landscape is undergoing a structural transformation—not just in what consumers buy, but in how new products are conceived, tested, and scaled. Ecommerce, once viewed primarily as a distribution channel, is now quietly becoming a strategic engine for innovation. Increasingly, traditional FMCG giants are leveraging dig...
