Consumer brands are increasingly adjusting their e-commerce marketing strategies in response to rising digital advertising costs and diminishing incremental reach. Instead of focusing solely on aggressive ads on platforms like Amazon and Flipkart, brands are diversifying their marketing spends. For instance, Jatan Bawa, co-founder of the oral care brand Perfora, noted that advertising at scale is becoming prohibitively expensive due to limited incremental reach. Consequently, brands are investing more in their own websites and building brand loyalty. According to a report by Boston Consulting Group, India's e-commerce market is expected to grow from $140 billion to $300 billion by 2030. However, returns on advertising have declined nearly 30% in recent years, leading to a mismatch between growth and profitability. Brands are now prioritizing efficiency, focusing on customer retention and improving conversion quality. For example, Perfora has reduced its reliance on e-commerce platform advertising from 35-45% to about 20%, redirecting funds towards platforms like YouTube and Instagram. This shift reflects a broader trend where brands are not just changing where they spend but also how they grow, emphasizing execution over mere spending.