What is it about?
The distribution channel in Indian Consumer Packaged Goods (CPG) ecosystem is both unique and unparalleled in terms of its reach, structure, and size. This paper aims to give an emerging market perspective of the innovations in the distribution models of Indian CPG industry through pertinent case studies.
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Why is it important?
Most of the text-books and academic literature are tailor-made for the distribution through organized retail. So, how do we tackle the complexities of the Distribution in an emerging market like India with a gargantuan proportion of sales in the unorganized retail sector? The paper is possibly the first attempt to give an emerging market perspective of the successful innovations in the distribution models of CPG industry through pertinent case studies and thereby serve as a learner’s primer in this area.
Perspectives
The research paper is first of its kind documentation of innovation in CPG ecosystem of India and thus saves busy executives and researchers hours of reading time. The relevant information is presented in a succinct and easy to digest no-frills format.
Kiran Mahasuar
Indian Institute of Management Kozhikode
Read the Original
This page is a summary of: Strategic innovations in distribution channels – an emerging market perspective and case studies from consumer packaged goods (CPG) industry of India, Strategic Direction, November 2018, Emerald,
DOI: 10.1108/sd-07-2018-0158.
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