What is driving the digital-first approach of traditional, legacy brands?

Apart from the growing adoption of the internet in the country, brands are drawn to the agility of the medium

The digital landscape is changing. It is not just smartphone brands launching cheap phones online, or e-commerce channels using private labels to add heft to their online portfolios. Increasingly, large traditional players known for their wide distribution networks and offline customer engagements are taking to digital platforms to launch new products and online-only labels. 

Recently Nestlé India launched a variant of the popular Maggi brand, exclusively on Flipkart; Samsung launched a global refrigerator brand on Amazon and its exclusive offline stores; Harman International has launched an online store for audio brand JBL and both Hindustan Unilever India and Marico have