Scenario $1$

Personal eare products are at the centre of the business portolio for mest FMCE companies, is they constitute a market estimated at $$643$ million. Until $2018,$ nearly $75,$ of all pernonal care producti were sold efline, Even the larpent e$-$commerce players stich as Amason and Flipkart could not turn arousd the purchase preference of the customers of this ntarket.

Surpritingly, the newcomer Nykaa added the much$-$needed innovation hack into the online space and wai soon able to capture $35\%$ of the online market. With its persomahed marketing approach, it was able to Jraw the attention of the youth and is now a common name Across most households in Tier$-$t cities of India thost the initial phase of the COVID $19$ pandemic, Nykaa reported a $25\%$ increase in its overall revenue.