“Though there is an Internet revolution in India and brands do need to focus on building their online base, it only works well for new brands (for example, Xiaomi) willing to enter the Indian market,” said Kawoosa. “Established brands, such as Micromax and Samsung, should focus on their existing legacy. The differentiating strength of these brands lies in their distribution network, built and invested in over the years across India, which they should leverage to increase sales.”