How India's traditional FMCG distributor network is changing
Though both sides have clashed in the past over trade terms, the recent conflict has been the biggest yet.
Synopsis
While traditional distributors have locked horns with FMCG companies over deep discounts to online B2B platforms,the future of distribution is not going to be the same.
Rupesh Mishra, a mid-sized distributor of a global soaps and hygiene products company in Delhi-NCR, has seen the number of his orders shrink by a third since November last year. “I know there was a distributors’ agitation going on in Maharashtra. But we have no one fighting for us,” he rues. “ Kuch toh badalna hi padega ab (I need to change a few things now). I inherited this distribution business from my father 15 years ago but I can no longer
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