We strive to ensure our brands are brought to life at the point of sale through our customer development ecosystem, which encompasses demand capture, demand fulfilment & demand generation. On demand capture, we are focused on driving quality direct coverage and assortment using technology and data-led decision making.
On demand fulfilment, we are enabling our customers with technology to service the trade effectively. And on demand generation, our strategy focuses on winning in traditional channels, building distribution through differentiated investments to win in ‘route to market’ and focusing on winning in channels of the future like Modern Trade and e-commerce.
In today’s dynamic marketplace, our continued investment in technology and data-led decision making will be a source of competitive advantage in the days to come.

The Company is constantly working towards driving efficiencies across the value chain to further grow the business. Our Supply Chain is focussed on building competitiveness through consumer centricity, creating value through cost saving, customer service excellence, ‘partner to win’ programme with suppliers and driving the USLP agenda in manufacturing. We are continuously upgrading to future ready technologies like machine learning, artificial intelligence, uberisation of trucks, robotics and automation. Delighting consumers every day is central to our business. Our focus on consumer and customer centricity and service excellence is a source of our business competitiveness.
With sharper financial discipline on our spending through Zero-Based Budgeting approach, we are reducing costs as well as uncovering new and innovative ways of working.

Our People are our biggest strength. We are continuously striving to develop the right capabilities and skills needed for different ways of working, new entrepreneurial leadership qualities and a more flexible and agile mindset in the organisation. Driven by the ‘leaders build leaders’ philosophy, we have created an environment where people get big responsibilities early in their career and are also able to constantly experiment. There is an additional focus on digital transformation of the business with a Digital Council which is now fully empowered to spearhead this agenda, developing niche digital skills in our leaders and upgrading the digital skills footprint of our employees at large.
Employee well-being is an integral part of our ‘Winning with People’ agenda wherein we focus on four aspects of well-being i.e. Physical, Mental, Emotional and Purposeful. We believe that people with purpose thrive and that purpose is at the heart of what energises people. In line with this thinking, we have commenced the Discover Your Purpose (DYP) journey with an intent to ignite passion and purpose in our employees.