'Focus on product differentiation; consumer loyalty will follow'

Beauty and skincare brand Pilgrim, which started its life online, is putting its might behind offline expansion at the moment. In the last year and a half, the contribution of offline to its overall sales has grown from nil to nearly 25%, says co-founder Anurag Kedia. In this interview, he talks to Toshiro Agarwal about the challenges small players face when they start making their way through offline channels. Edited excerpts:

We have set up four regional warehouses, which are working very closely with the q-commerce partners, and we are setting up more. We will probably have 10 to 15 warehouses in another two months’ time, which will work exclusively only for q-commerce. The application programming interfaces are getting integrated — so their ERP and our ERP will talk to each other. In other words, the manual intervention is being erased.