Article

Scaling Offline Distribution Like a D2C Brand in India - Part 2

Sameer Lodha · medium.com Free Intermediate India

A practitioner's operator-level walkthrough of scaling offline distribution specifically for a D2C-born brand, distinguishing modern trade from general trade with the practical trade-offs of each.

  • Modern trade is comparatively simple - chains buy direct and can even help drive sales.
  • General trade is unorganised, wholesaler/distributor-led, and runs on cash or short credit.
  • General trade's sheer scale (12M+ stores) can grow a brand 10x with the right strategy.
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It answers 3 questions

  1. What's the difference between modern trade and general trade, and which should I start with?
  2. How do I get a distributor or stockist to actually push my brand in general trade?
  3. Is quick commerce killing traditional distributors, or do I need both?

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