Customer and Trade Initiatives
Transforming general trade
General trade remains the bedrock of our distribution, with direct reach to over 2.4 million outlets and an addition of ~2 Lakhs new stores during the year, including accelerated expansion into rural markets. Our ‘kirana‑centric, distributor‑inclusive’ model focuses on unlocking distributor capital through simplified reverse logistics, data‑led inventory management and higher‑frequency replenishment to optimise working capital. Shikhar, our in‑house e-B 2 B app, now covers over 85% of G T business, enabling 24/7 ordering, transparent pricing and credit solutions, and transforming how kiranas operate.
increase in stores directly covered
retailers onboarded onto Shikhar
Customised R T M: speciality channels
We are moving from a one-size-fits-all approach to a customised Route-To-Market (R T M) strategy by investing in dedicated infrastructure for speciality channels that require high expertise and distinct shopping environments. We are scaling coverage across activated chemist, cosmetic and open-format stores through specialised teams focused on ‘expert-led’ demand, superior in-store execution, tailored assortments and bespoke logistics to drive offtake and long-term brand credibility.
Bespoke logistics for speciality & open-format stores
Expert-led execution in chemist & beauty channels
Strengthening our presence in modern trade & e-commerce
We are strengthening our presence across modern trade and e-commerce, both central to our premiumisation strategy and increasingly relevant for urban consumers. In modern trade, we are deepening retailer partnerships through category captaincy, enhanced merchandising, assisted selling, and targeted sampling, creating more immersive and engaging in-store experiences. In e-commerce, we are scaling investment in data-driven marketing, improving search visibility, and building richer brand stores, ensuring our premium innovations are consistently discovered across digital platforms. Overall, these initiatives are enabling seamless premium experiences across both physical and digital touchpoints.
Digital-first assortments & data-led demand generation in e-commerce
Strengthening competitiveness in modern trade
Investing to create future moats in quick commerce
Quick commerce is emerging as a critical growth engine, driven by rising demand for speed and convenience, and has doubled its turnover in F Y’26. To win in this need driven channel, we have set up a dedicated quick commerce organisation focused on real-time inventory visibility, agile replenishment and data-led assortment curation, in close partnership with our customers' supply chain to ensure higher availability across dark stores and hubs. In parallel, we are building niche and emerging categories with long-term potential, expanding the total addressable market and creating durable competitive moats in this ecosystem.
service levels improvement
Dedicated quick commerce organisation for end-to-end execution
Leveraging technology for superior execution
We are strengthening digital engagement through high-quality, pretested content powered by an industry leading A I engine that ensures only the most effective assets reach consumers. Our analytics capabilities have evolved from retrospective reporting to Root Cause Prescriptive Analytics, enabling targeted actions that improve last-mile execution and product availability. We are accelerating performance marketing through A I-driven, platform specific customisation, while upgrading offline execution with tools like Envision- an image-recognition solution for real-time stock detection and replenishment. By integrating real-time data, advanced tools and operational agility across channels, we are building a responsive retail ecosystem that consistently meets consumer needs.
images processed through Envision
A I-led performance marketing at scale