Capital linkages
UN SDGs impacted
The Indian FMCG environment is characterised by new-age consumers, new behaviours, and new shopping habits. Our strategy focusses on excelling with consumers, going where they are by specialising in each channel.
outlets reached
direct value weighted distribution*
distributors
assortment expansion on quick commerce, year-on-year
of packs are designed for channel (D4C)
*We are directly servicing stores that cumulatively sell over 69% in value of our relevant categories
To excel with new-age consumers, our Customer Development strategy aims to specialise in each channel; transforming traditional trade with Shikhar, amplifying modern trade and e-commerce with tailored portfolios and technology and customising route-to-market strategies for speciality channels. We will continue to set the standards for Customer Development in India by developing best-in-class backend systems to complement our frontend execution.
Executive Director, Customer Development
Our diverse customer base includes traditional distributors, modern trade partners, digital commerce platforms, and millions of neighbourhood retailers. We proactively engage with our customers, nurturing collaboratis.
We are creating a ‘kirana-centric, distributor-inclusive’ model in our traditional trade by partnering with ‘kiranas’ in their journey of digitisation and empowering them with future-fit capabilities. This ensures we position our customers to succeed in a rapidly evolving distribution landscape.
Our in-house e-B2B app, Shikhar, has transformed how retailers operate. Shikhar provides 24/7 ordering, real-time updates, transparent pricing, and credit solutions, supporting our efforts toward distributor and customer-centric digital transformation. By adopting a data-driven approach, we continue to strengthen our capabilities across demand capture, demand generation and demand fulfilment. Taking a significant step towards empowering stores, kiranas can now go live on Open Network for Digital Commerce (ONDC) to sell their entire range of products online, with the help of Shikhar.
Our flagship Shakti initiative continues to empower women micro-entrepreneurs in rural India with livelihood opportunities and financial independence. In our pursuit of diversity and inclusion through our Ahilya program, we are proud to create opportunities for women to join our frontline traditional trade salesforce.
We are leveraging advanced technology stacks and AI driven performance automation to personalise and deploy campaigns and product recommendations at scale. Our platform-centric approach ensures a consistent, seamless experience across online and offline touchpoints.
We are strengthening our presence in Modern Trade through channel-specific portfolios, increased in-store manning, and execution excellence. With collaborative shopper decision trees and joint marketing initiatives we are expanding our product reach and visibility.
Responding to differing online shopping behaviors, e-commerce, including quick-commerce, has evolved a variety of models. To cater to the distinct needs, we have established dedicated teams for each e-commerce model, focusing on future-ready, need-based portfolios, optimised platform-specific content, and algorithm-driven performance marketing.
By understanding specific shopper behaviours and channel requirements, we deliver solutions that resonate with retailers and their shoppers. This targeted approach helps strengthen our brand presence and salience.
Building on our WiMI initiative, which established 16 unique clusters, WiMI 2.0 aims to explore opportunities within Affluent Agglomerations. This will allow us to better serve consumers with diverse needs by customising our mixes for them.
There is a growing trend among consumers to utilise specialty channels to address their increasingly diverse and specific requirements. To cater to this, we have developed a customised route-to-market (RTM) strategy. Our specialty channels include health and wellness stores, premium beauty outlets, and gourmet food retailers. During the year, we established a dedicated Beauty Premium Retail Organisation (PRO) focused on distributing and creating demand for our premium beauty products and are setting up similar capabilities across pharmacists and food retailers.
Our diverse customer base includes traditional distributors, modern trade partners, digital commerce platforms, and millions of neighbourhood retailers. We proactively engage with our customers, nurturing collaborative partnerships and co-creating future-fit business models to deliver maximum value and convenience.
We are creating a ‘kirana-centric, distributor-inclusive’ model in our traditional trade by partnering with ‘kiranas’ in their journey of digitisation and empowering them with future-fit capabilities. This ensures we position our customers to succeed in a rapidly evolving distribution landscape.