The Covid-19 pandemic had required an online presence for most retailers. Be it education, hospitality, health, or BFSI services, going digital was the only way to survive in a world where people were afraid to step out. However, as the pandemic’s grip loosened, schools reopened and so did markets. Many companies like Nykaa, Byju’s, and Pepperfry, which started out as online ventures, have slowly opened physical stores.
When we asked a Hyderabad-based startup, Subba Fashions, about why they opened a physical boutique after the pandemic, its founder, Keerthi Muddu, said, “People still like to touch and feel the products they are buying, especially clothes. We did not plan to open an offline store two years ago, but we noticed that shoppers are going back to the markets. That is why we felt that a physical shop was necessary.” Did opening the boutique drive up their sales? “No,” replied Keerthi. “The