If you have been exposed to the Indian FMCG sales and distribution ecosystem, there are high chances that you would have heard the rhetoric Indian FMCG distributors are not willing to adopt a DMS enforced by the brand, because they typically work with multiple mid-sized brands and maintaining data for each brand becomes tedious and impractical Old School Thinking FMCG in India is a mature industry and until a few years ago each product category was dominated by handful of players who used to enjoy healthy market share (either regional or national) and the focus was on manufacturing suffici ..read more

Definition of A Call Call or more precisely a Sales Call in the Indian FMCG lingo is when a Sales frontliner (either sales executive, officer, distributor’s salesman or a territory sales incharge) visits a retail shop (either adhoc or as part of his beat plan) and interacts with the shop representative (either shop owner, family member or a support staff) with the overall objective of initiating or maintaining a Selling relationship with that retailer on behalf of the company and the local distributor. FMCG sales call is very different from other industries because of the unorganised nature ..read more

As the Indian economy leaves behind the good, bad and ugly memories of 2020 and enter 2021 with revived hope, enthusiasm and positivity wrapped with a degree of uncertainty and fear at the subconscious level, Peri CRM has taken a pledge. We aim to empower the Indian FMCG industry including all our existing and future customers with continuous, and easy-to-comprehend data and business insights... Source ..read more

Most CXO’s and business leaders are cautious to comment on the status-quo of their Salesforce automation software. Those who have not implemented it, feel an automation void and want to jump onto the bandwagon someday soon, and those who have, respect them as complex entities and if given a chance would go back and do things better in terms of a more suitable product, tighter implementation... Source ..read more

Modern retail (or trade) is a very important sales and distribution channel for Indian FMCG companies, especially in the urban and semi-urban clusters of the country where the end consumer seeks larger format stores, convenience, co-proximity to places they flock (say shopping malls), multi-brand shopping experience and brand promotions which can support their bulk-shopping needs. Source ..read more

The 103 billion dollar Indian FMCG industry, growing at a CAGR of 20% is unique compared to anywhere in the world. For starters, majority of its stakeholders are from traditional or unorganised retail as some people call it, which makes consolidation and control a very difficult proposition even for multinational giants like HUL and P&G. Second, it is regionally spread, across the 37 Indian states... Source ..read more

The Indian FMCG industry has been on the path to automate its sales and frontline operations for more than a decade now. The final milestone (or reality) most FMCG leaders have been eyeing is a day when the daily tasks of their field representatives (or interchangeably called frontliners) get managed through a hand-held, and digitised data of market working and sales is available at the click of a... Source ..read more

Indian FMCG companies use two primary sales channels to market, distribute and sell their products i.e. General Trade (abbreviated as GT) and Modern Trade (abbreviated as MT). General trade is the first model that came into being before the Indian market opened itself to organised retailing. For this reason, it is also referred to as traditional or unorganised trade. Modern trade on the other hand... Source ..read more

How many Indian companies in your professional career have you seen implementing a robust, comprehensive, automation-driven and scalable key performance indicators (KPI) framework for any business function, leave alone sales? I am pretty sure the count is low, if at all. There’s a reason for it – KPI creation and rollout is a complex, multi-functional and strategic exercise which takes alot of... Source ..read more

Van Sales or Ready-Stock Sales has been a common and successful distribution model for the Indian FMCG industry. Simply putting, van sales is when a company by-passes the typical order cycle of its supply chain and delivers products directly to the retailers, while on-the-move using various transportation vehicles commonly called as vans. Theoretically, any FMCG company can deploy the van sales... Source ..read more