O Skills 1 of 2 In an FMCG distribution channel, how does the product reach the end-customer?
Answers
Answer:
How does the FMCG Distribution Network work? The network is headed by big companies that manufacture fast-moving consumer goods — for example, Dabur, Bikano, Jockey, etc. ... Now the distributor sells these goods to different retailers who further sell them to end consumer
Explanation:
For the past decade, Fast Moving Consumer Goods (FMCG) industry has been very active. Since the industry is volatile, all businesses aim to retain their customers by investing in innovative and better techniques to provide a flawless experience to the end consumer.
The journey of goods starts with companies and ends at end consumers. The companies are helped by distributors for selling their products all over the country.
With the growing demands in both urban and rural areas, the industry was booming but was, and still is, dependent on the FMCG Distribution Network. The industry comprises businesses that are responsible for distributing goods in vast quantities all over the country. Let’s analyze how this industry survived the transition of the humongous FMCG industry.
When FMCG Distribution tapped rural India?
The population of rural areas of the country heavily outweighs one of the urban areas. So, when digital accessibility hit the rural areas, and people were introduced to online shopping, the demand for goods increased exponentially. The FMCG industry was slowly expanding into Indian rural areas.

Source: Statista
The graph represents the value of the FMCG market in rural and sub-urban India. It can be seen that the market value is increasing gradually every year but is expected to be valued at a whopping 220 billion dollars by the end of the financial year 2025.
With all things going their way, the FMCG industry was confident that it had tapped a hidden potential in the Indian rural and sub-urban markets.
How does the FMCG Distribution Network work?
The network is headed by big companies that manufacture fast-moving consumer goods — for example, Dabur, Bikano, Jockey, etc. The companies aim to sell their products to the end consumers at urban and rural levels. So, to get their goods distributed, the goods are sent in bulk to super stockists i.e., personals that hold products in bulk quantities for transferring them to different distributors. The sales from companies to distributors are referred to as Primary Sales.
Now the distributor sells these goods to different retailers who further sell them to end consumers. The former process is referred to as Secondary Sales, and the latter is known as Tertiary Sales.
But what happens between the Distributor and Retailer?
Between the retailer and the distributor, people are working in huge numbers to make the network work. The chain is headed by a National Sales Manager who's responsible for sales on a national level. A large number of Zonal Sales Managers report to him so that he can keep track of national sales. Each Zonal Sales Manager heads a team of many Regional Sales Managers which further leads a team of Area Sales Managers.
The Area Sales Managers hire a group of sales executives. The sales executives are responsible for selling the products to retailers. This sales team is referred to as the sales force of the distributor and hence, the company.
The process of automating tasks of this sales force is referred to as Sales Force Automation. In the FMCG Distribution Network, the need for Sales Force Automation is increasing rapidly. Sales Force Automation has led to a high rise in revenue numbers for multiple companies.
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Explanation:
FMCG products, or merely fast moving consumer goods, are non-durable products that need to be sold, usually at a low cost, and consumed within a set duration. FMCG products are perishable and highly demanded, so they are produced and sold in large quantities.
Fast-Moving Consumer Goods
From a marketing standpoint, consumer goods can be grouped into four categories: convenience, shopping, specialty, and unsought goods.
In the FMCG industry, manufacturers often sell the goods to wholesalers, who sell it to the retailers, who in turn sell it to the consumers. This is a two level channel.
The distribution channel segment comprises of supermarkets and hypermarkets, grocery stores, specialty stores, specialty stores, e commerce and others
The companies aim to sell their products to the end consumers at urban and rural levels. So, to get their goods distributed, the goods are sent in bulk to super stockists i.e., personals that hold products in bulk quantities for transferring them to different distributors.
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