FMCG Brands: Re-Engineering the Sales & Distribution System is the Need of the Hour
Progressive Grocer|December 2020
IT IS TIME FOR COMPETITIVE BRANDS TO USHER IN MORE INNOVATIVE AND EFFICIENT PLUG AND PLAY SALES AND DISTRIBUTION SYSTEMS TO LEVERAGE THE POTENTIAL OF THEIR BRAND…
Ashok George

From travel to shopping and banking, everything around us has changed significantly over the past few years. The rapid growth of digitization has introduced several innovative technologies and strategic approaches which have changed the way Indian businesses function. Consumer demand acceleration has fuelled the growth of many new categories mostly driven by competitive brands in the FMCG space. Brands like McVities, Wai Wai and Wingreens have shown strong abilities to challenge established category giants like Britannia, Nestle and HUL on the basis of reliable sales and distribution support to make their products consistently available in target markets.

FMCG sales and distribution in India has not seen much progress for over five decades. The existing sales and distribution system in India is multi-layered and fragmented. Even big FMCG brands have multiple distributors in any city. Due to the high number of touchpoints in the entire sales and distribution value chain, the prime challenge for FMCG brands is to reach consumer via brick-and-mortar stores or online players.

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