At the ET Brand World Summit 2026, Mohit Taneja, head of marketing at Jindal Stainless, said the distinction between B2B and B2C business models is becoming less important than customer expectations, as customers simply want a seamless experience across the customer journey. Taneja cited Amazon as an example of a company operating across multiple models without thinking about channels, instead focusing on the customer journey. He argued that customers ultimately judge the brand rather than the process, noting that nearly 70% of B2B buyers today are Millennials and Gen Z, who bring consumer expectations into professional purchasing. While customer experience should remain consistent, communication must vary by audience, with Taneja stating that "B2B is about thinking. B2C is about feeling. B2B2C is about relationships." This thinking informed Jindal Stainless' decision to appoint actor Ranveer Singh as its brand ambassador and launch a music-led campaign for its stainless steel pipes and tubes business, as Taneja said they wanted to be much closer to the consumer and not be seen as just another manufacturing company.