A brainchild of Kapil Batus, former creative and fashion director at Rolling Stone India and Man’s World Magazine, d’hybrid is a new age content-led discovery platform born with the idea of providing the urban audiences curated content around fashion, grooming and lifestyle, while also helping them discover and connect with their favourite brands. A progressive digital hub for an audience that is generally held to be more interested in connoisseurship than in passing fads, the app will primarily cater to the 22 to 35-year-old consumers in urban and emerging India markets
d’hybrid is designed around the new age consumers and their everyday habits of content consumption in ephemeral format. Through this innovative and engaging platform, the app aims to simplify discovery of brands and influence consumers’ fashion and grooming habits everyday. A friendly designed app with minimally designed user interface/user experience is contemporary and offers an immersive personalised experience through unique feeds. This new age platform is supported with AI tech for personalising feeds and creating segment-based community clusters. d’hybrid not only serves as a guide and inspiration for its users but also offers informative and engaging content, ranging from a style directory of essentials that every urban and aspirational consumer needs. The app is customised around the user browse pattern where every user will experience a personalised feed and curated content suggestions.
Commenting on the launch, Kapil Batus, founder & creative director – d’hybrid said “There is a rapid shift in the digital ecosystem that is leading towards content-led social-commerce creating the architecture for the future. With this change, we strongly see that there is a demand for an exclusive platform that can help urban and aspirational consumers in India discover brands under one channel. With d’hybrid we intend to tap into this demand and build a unique consumer-centric short-format platform designed to integrate with the future of social commerce. We are focused on creating a credible product that simplifies fashion and grooming discovery under an organised platform.”
Presently the landscape for the men’s segment is highly under-serviced. Information and consumer awareness are very much fragmented. Social platforms and e-commerce players mainly drive this brand amplification resulting in unorganised segmentation and pushed marketing. And as consumers evolve there is a void being created by the way consumption patterns and what the new age consumer habits are.
The launch comes at a perfect time as the social commerce segment in India is all set to touch $20billion by 2025, estimates consulting firm Bain & Co., as India has the second-highest number of connected users globally, with a 41% scope for growth and an opportunistic market; empowering over 40 million small businesses and entrepreneurs to leapfrog into online commerce and expand their reach.
Over the years, we have seen many platforms and brands that have been catering to the ever-evolving needs of women all over the world; whereas the landscape in India for men’s lifestyle continues to be scattered across multiple channels. Today, the internet population is constantly growing and is said to be split in a ratio of 58:42 between men and women, with 99% of the population across genders accessing the internet on their mobile device (as of Nov 2019 according to Neilson). This means more and more people are accessing and sharing information on the go, a number that will only increase in the coming years.
D’hybrid is available to download on IOS and Android.
