Innovative Distribution Channels Of Fmcg In India
1. Innovative Channels are being experimented with by F.M.C.G. Majors? Please discuss their role in future?
In recent years the various innovative channels that are being experimented by FMCG majors in India are:
Partnering with Self Help Groups in Rural India.
Internet based Rural Kiosks/Hubs
Direct Selling
We will discuss in detail each of these channels in terms of their current reach and its future growth potential and the role they play in the future of the FMCG distribution.
Partnering with Self Help Groups in Rural India
As Hindustan Unilever Limited (HUL) sought to reach rural markets, they faced two hurdles. The first was size: rural markets were scattered over large areas, and per capita consumption rates were low. Thus, while the aggregate rural potential was massive, the potential of each of the 638,000 scattered markets was very low. The second was reach: rural markets were not connected to urban centers and road connectivity was poor. Even when......
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