Distribution Channels for Consumer Goods in India: Past, Present, and Future Directions

19 Pages Posted: 4 May 2013  

Debi P. Mishra

State University of New York (SUNY) at Binghamton; University of Melbourne - Melbourne Business School

Date Written: 2009

Abstract

India’s economy is projected to grow at a fast clip over the next few years. With increasing purchasing power and a rising middle class, the fast moving consumer goods (FMCG) industry is posed to grow dramatically. To leverage opportunities, FMCG manufacturers and retailers will have to develop and implement deliberate strategies for gaining market access. This paper provides an in-depth look at the strategic role of distribution channels in the FMCG industry. Specifically, it surveys the state of current distribution channels in India and identifies four archetypes that FMCG firms can use as a starting point to develop their distribution strategy in the future.

Keywords: Channels of Distribution, Indian Economy, Market Entry

Suggested Citation

Mishra, Debi P., Distribution Channels for Consumer Goods in India: Past, Present, and Future Directions (2009). Available at SSRN: https://ssrn.com/abstract=2260181 or http://dx.doi.org/10.2139/ssrn.2260181

Debi P. Mishra (Contact Author)

State University of New York (SUNY) at Binghamton ( email )

Vestal Parkway East
Binghamton, NY 13902
United States

University of Melbourne - Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia

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