FMCG in India
Distribution: Reaching Every Corner Shop
FMCG firms reach millions of outlets through distributors, wholesalers and salespeople, and this network is a key competitive advantage.
Getting products on shelves is half the battle.
The chain
Products go from factories to depots, distributors, wholesalers and retailers.
Scale
Large firms reach millions of shops, including tiny outlets in villages.
Salesforce
Field teams take orders, place displays and check stock.
New channels
Modern trade, e-commerce and quick commerce add new routes to consumers.
A van route
A distributor's van visits small shops on a fixed schedule to restock.
Underestimating distribution
A great product without reach cannot succeed.
Key takeaways
- Distribution networks are huge.
- Distributors are central.
- Sales teams support shops.
- New channels are growing.
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