3 December, 2020
The ‘Indian FMCG sector’ and ‘distribution channels’ are practically synonymous with each other. Traditionally in India, distribution networks were owned by large FMCG firms- these distributors in turn worked closely with retailers or small-scale kirana stores to push products to the end consumer. Hence, the entire business model, including scale, margins and market share has always depended vastly on channel partner networks and secondary sales channels. In today’s times, the FMCG industry has evolved and expanded, resulting in numerous firms bringing vast, sophisticated product lines to the market. Customers are the ones driving demand and stocking strategies at local distributor…
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