While the supply side grapples with reconfiguration, the demand side has undergone a revolution of its own. According to Goel, consumer expectations have dramatically evolved over the past two decades.

According to a report by McKinsey & Company, e-commerce sales have experienced a significant boost, with growth rates far surpassing traditional retail in many markets.

Factors like high customer expectations, panic buying, fluctuating trends, and ambiguous consumer data have led to manufacturers, distributors, and retailers, all finding it difficult to forecast the actual demand.

The brand has 25 stores across 6 major Indian cities and has started off on its international expansion with its first flagship store in Singapore.

The COVID-19 pandemic had put an enormous strain on food supply systems, causing bottlenecks in farm labor, processing, transportation, and logistics.