Startups must drive their own demand before relying on online marketplaces: Priyanka Gill

Online marketplaces like Amazon and Swiggy Instamart are useful for order fulfilment but not for creating brand demand, said Priyanka Gill, founder and CEO of lab-grown diamond jewellery brand Coluxe. Speaking at a recent panel on ‘Disrupting ecommerce: Reimagining Business Models with Scale’, Gill said startups, especially operating in the B2C model, should first build demand through their own websites, apps, or social media before relying on third-party platforms.

“You can’t depend on marketplaces to attract customers. Brands must create…