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Strategic innovations in distribution channels – an emerging market perspective and case studies from consumer packaged goods (CPG) industry of India

Kiran Mahasuar (Marketing and Strategy Area, International School of Business and Media, Pune, India)

Strategic Direction

ISSN: 0258-0543

Article publication date: 29 November 2018

Issue publication date: 31 January 2019

Abstract

Purpose

The distribution channel in Indian Consumer Packaged Goods (CPG) ecosystem is both unique and unparalleled in terms of its reach, structure, and size. This paper aims to give an emerging market perspective of the innovations in the distribution models of CPG industry through pertinent case studies.

Design/methodology/approach

This briefing is prepared by two independent writers who have critically evaluated the Indian CPG Distribution ecosystem and contextualized the case-studies with their perspectives.

Findings

Most of the text-books and academic literature are tailor-made for the distribution through organized retail. So, how do we tackle the complexities of the Distribution in an emerging market like India with a gargantuan proportion of sales in the unorganized retail sector? The paper is possibly the first attempt to give an emerging market perspective of the successful innovations in the distribution models of CPG industry through pertinent case studies and thereby serve as a learner’s primer in this area.

Practical implications

The paper provides impactful strategic insights and practical thinking derived from the innovative approaches of successful corporations.

Originality/value

The research paper is first of its kind documentation of innovation in CPG ecosystem of India and thus saves busy executives and researchers hours of reading time. The relevant information is presented in a succinct and easy to digest no-frills format.

Keywords

Citation

Mahasuar, K. (2019), "Strategic innovations in distribution channels – an emerging market perspective and case studies from consumer packaged goods (CPG) industry of India", Strategic Direction, Vol. 35 No. 1, pp. 13-16. https://doi.org/10.1108/SD-07-2018-0158

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited