If consumer goods companies pay more attention to the indirect channels of trade, they can significantly expand sales, reach and brand footprint, a new report by Nielsen India points out.
A better wholesale strategy can sharply push up the contribution that this channel makes to overall sales, a figure that currently stands anywhere between 40 to 60 per cent. While a post-demonetised world has seen most of the country’s top firms push direct distribution rather than indirect distribution, Nielsen says that identifying the right bunch of wholesalers as well as wholesale markets ...
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First Published: Mon, May 14 2018. 23:09 IST
