Mumbai, August 18: Colgate-Palmolive India has partnered with Bombay Shaving Company to drive the direct-to-consumer (D2C) and ecommerce business of its Palmolive personal care brand, The Economic Times reported. The move comes as the consumer goods company looks to leverage the digital-first firm’s expertise to revive the business.
“Our learning has actually been that the flywheel of a D2C brand is slightly different from the flywheel of the kind of brand that we are used to doing. We did try it on our own, and honestly, I don’t think we were best in class,” Colgate-Palmolive India MD and CEO Prabha Narasimhan said at the company’s investor day, according to ET.
Under the new arrangement, Bombay Shaving Company will handle consumer-facing advertising and customer relationships for Palmolive across D2C and ecommerce channels, while Colgate-Palmolive will continue to manage the brand in modern trade and general trade.
