We plan to bring eChai across 100 cities in India. The next eChai Startup Demo Day is on 29 August in Bengaluru and Pune. The next after that is on 26 September, all in person, with 12 cities confirmed and 519 founders registered. See your city
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Kirana Club

1 resource from Kirana Club we point founders to, and the questions each answers.

📄 Article
✓ Link checked India Free Intermediate

The clearest map of India's GT supply chain layers, manufacturer to C&F agent to superstockist to distributor to sub-stockist to retailer, which most D2C founders have never had to navigate before.

The Complete Guide to FMCG Distribution in India

From Kirana Club by Kirana Club

  • GT supply chain: Manufacturer → C&F Agent → Superstockist → Distributor → Sub-stockist → Retailer
  • General trade still accounts for 70-75% of India's FMCG sales
  • Each layer takes a margin cut, which compounds into your final retail price
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Answers General trade vs modern trade, where should I start, and how do the margins actually work? How do I get a distributor or stockist to actually push my brand in general trade?
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