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Distributors and offline retail · checked 11 November 2026

Go offline once online sales are profitable; start with modern trade chains, then reach kirana stores through distributors vetted on reach and finances.

General trade still moves 70 to 75% of India's FMCG volume, through a chain where distributor margins are typically 10 to 12% and retailer margins about 25 to 30% on top. Modern trade asks for listing fees and margin commitments and pays on long credit cycles. Distributors will not push a new brand on their own, so prove demand online first, and be cautious about regional exclusivity.

The steps 11 answers

  1. How do I actually find and vet a distributor in India? D2C
  2. When is my D2C brand actually ready to go offline? D2C
  3. General trade vs modern trade, where should I start, and how do the margins actually work? D2C
  4. How do I get a distributor or stockist to actually push my brand in general trade? D2C
  5. What's the real cost and effort of getting into modern trade (Reliance Retail, Nykaa stores, big chains)? D2C
  6. Should I open my own retail store (EBO) or partner with existing retailers first? D2C
  7. When should I add offline/omnichannel to a channel mix that's already working online? D2C
  8. Should I even bother with offline distribution, or stay D2C-only? D2C
  9. What's the difference between modern trade and general trade, and which should I start with? D2C
  10. Is quick commerce killing traditional distributors, or do I need both? D2C
  11. What terms should I negotiate with a distributor (margins, credit, exclusivity)? D2C

The readingMost used across these answers

The terms

D2C

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