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The Complete Guide to FMCG Distribution in India

Kirana Club Free Intermediate India

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.

  • 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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It answers 2 questions

  1. General trade vs modern trade, where should I start, and how do the margins actually work?
  2. How do I get a distributor or stockist to actually push my brand in general trade?

Read with it

  1. The most direct breakdown of what distributors and retailers actually take as margin in GT vs MT, essential for pricing your... Scico Article Distributor Margins in FMCG: GT & MT Explained Scico
  2. A practitioner's operator-level walkthrough of scaling offline distribution specifically for a D2C-born brand, distinguishing... medium.com Article Scaling Offline Distribution Like a D2C Brand in India - Part 2 Sameer Lodha
  3. A clean side-by-side comparison of GT and MT operating models, good as a first orientation read before diving into the margin... PPMS Article Modern Trade vs General Trade in FMCG: India Channel Guide PPMS
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