Indian Terrain realigns business, goes digital

Unveils D2C, partners leading e-tailers

Hit by the first and second waves of the pandemic, Indian Terrain Fashions Ltd. (ITFL) has realigned its business model and started focusing on digitalisation, e-commerce, children’s wear and sustainability, executive chairman Venkatesh Rajagopal said in the company’s annual report. Digitalisation and e-commerce is going to be a way of life for the future and in keeping with this, the company had unveiled a direct-to consumer (D2C) business through its website, while continuing to build on the partnerships with leading marketplaces such as Amazon, Flipkart and Myntra, Mr. Rajagopal said. The explosive growth of the D2C business is going to play a significant role in pivoting ITFL’s business model to ‘reach far and wide’.