A role of transparency and ethical branding in building consumer trust in digital first brands
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Date
2026
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New Horizon College of Engineering
Abstract
India's digital economy, with over 900 million internet users and a projected value of USD 1 trillion by 2030, has given rise to a powerful new category of business the digital-first brand. Companies such as Zomato, Nykaa, CRED, Mamaearth, and BOAT operate exclusively or primarily through digital platforms, making consumer trust a foundational commercial asset. Without physical stores or face-to-face interaction, these brands depend entirely on transparent communication and ethical conduct to earn and retain consumer confidence.
For these brands, earning the trust of consumers is extremely important, because there is no physical store or face-to-face interaction. The only way they can win customers is through honest communication, transparent practices, and ethical behaviour