Arjun Vaidya highlights a growing trend where massive legacy brands intentionally mimic the visual identity of agile D2C startups.
The strategy allows incumbents to bypass the expensive R&D and market education phases, letting startups take the initial risk.
Vaidya compares the current D2C copycat trend to historical industry shifts, such as telecom giants copying Jio and HUL adopting Ayurveda post-Patanjali.
He views this imitation as a massive validation for the startup ecosystem, proving that challenger brands are successfully dictating consumer preferences.
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