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Kirana Club

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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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