Mamaearth, one of India's prominent D2C brands, is expanding its reach with over 1.7 lakh retail touchpoints, marking a shift towards physical retail. Other brands like Licious and Minimalist are also adopting an omnichannel approach. However, entering offline retail comes with challenges, including adapting product assortments and building trust with trade participants. Despite the challenges, brands like Slurrp Farm, Just Herbs, and Nykaa are rapidly expanding their offline presence, recognizing the value of physical touchpoints in customer engagement and sales.