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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.

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.

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.

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

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.

This paper aims to conceptualize ahimsa at the workplace as an alternate coping response to negative workplace behaviours. The response strategy aims to impede conflict escalation and transform a hostile situation into a collaborative one.

The conceptualization of the indigenous construct bases upon Bhawuk's methodological suggestion on building psychological models from the scriptures (Bhawuk, 2010, 2017, 2019). The construct ahimsa explicates by synthesizing the micro-world (Bhagawad Gita, BG and Patanjali Yoga Sutras, PYS) and through the lifeworld of Gandhiji.

The conceptual analysis illustrates the efficacy of ahimsa as an alternate response to negative workplace behaviours. The definition delineates its three core characteristics, i.e. conscious non-violent action, self-empowerment and rehumanizing the perpetrator. Besides, it proposes to enhance metacognition, creativity and individual learning at the workplace.

The conceptual paper gives a new direction to management researchers on coping and responding to stress.

The purpose of this study was to explore possible types of brand proximity based on respective psychological causal antecedents, and also to uncover possible marking outcomes of brand proximity.

Data were collected from young adult respondents through semi-structured depth interviewing. The data were coded using a grounded theory method to interpret causal relationships between concepts.

Data coding resulted in a causal process model showing various psychological factors that would predict various brand proximity types, and also various attitudinal outcomes of brand proximity. Important emerging market context-specific findings are that the majority of Asian consumers feel emotionally close to developed foreign country originated brands, and that they use brands as a means to escape from various stress factors present in their daily lives.

A value of the study lies in exploring the contemporary types of psychological brand proximity and associated factors in the domain of consumer-brand relationship for the first time among Asian young adults.

The learning outcomes are as follows: understand the factors that go into the assessment of a distributor performance; understand the criteria that may be useful to distributors while choosing distributorship of a fast-moving consumer goods (FMCG) company; understand the various parameters that define a distributor performance; and understand the critical aspects that sales force consider while staying with an organization on the long term.

This case is about how a FMCG Company in India – Patanjali Products is handling its sales and distribution management strategies. The FMCG segment in India is very competitive and is dominated by big multi- national players such as Unilever and Procter & Gamble as well as other Indian players such as Marico, Dabur, Cavinkare and Himalaya herbal. This industry is characterized by frequent product launches and the trade/ distributors play a key role in providing reach and visibility to the end users. Patanjali Products is a relative new entrant but has rapidly found success in this category. Through a product range that is positioned on “naturalness”, the company has achieved a turnover of US$735m in a span of six years. The case is written from the perspective of Anil Gupta, one of the distributors of the company. He is currently faced with the challenge of evaluating whether he should continue with the distributorship or go back to his old company Himalaya herbal. With this background, the case intends to elaborate on the specific aspects of distributor management and sales management. Some key questions discussed in the case are as follows: What are the aspects that determine the performance of a distributor? What are the parameters that a distributor needs to take into account while selecting a company? How does one calculate the financial return on investment for a FMCG distributor business? What are the elements that contribute to sales force loyalty?

Undergraduate and Post Graduate students of management Sales workshops Corporate training on sales management Particularly it can be taught under the course “Sales and Distribution Management”. The other courses where it can be a part of are: Retail Management, FMCG Sales and Marketing, Channel Management

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Marketing

Sustainable supply chain (SSC) provides one opportunity to achieve competitive advantage. To achieve SSC through triple bottom line (TBL) – economic, environment and social – is extensively discussed. Most literature in dealing with environmental issues undermine social dimension even though its potential to bring outstanding results by earning customers loyalty and commitment is immense. Local orientation and different context motivate firms to prioritize sustainability dimensions differently. The purpose of this paper is to conceptualize SSC performance as three dimensional second-order formative construct which is caused by three first-order reflective constructs. Further, the authors examined effect of sustainable performance on barriers to sustainability through collaboration.

The model is validated by data collected from industries in India using both partial least squares and covariance based structural equation modeling. The authors find the model is valid for both manufacturing and service sectors.

In Indian context, social dimension is most and environmental dimension is least important differentiating it from developed economy. The authors find sustainable performance subsequently mitigates barriers and risks to sustainability, thereby reducing its impact over time.

This study conceptualizes SSC performance as three dimensional second-order formative construct which is caused by three first-order reflective constructs. Given criticisms to TBL for being western-centric, this study unearths insightful phenomena having implications for both developing and developed world. Further, the authors find sustainable performance reduces effects of barriers to collaboration necessary to achieve SSC. This study contributes to both theory and practice by modeling sustainability performance.

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.

Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables.

Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism.

This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process.

The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism.

This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.

The purpose of this paper is to review and synthesise research evidence and propose a theoretical model suggesting that school-based yoga programs may be an effective way to promote social-emotional learning (SEL) and positive student outcomes.

This paper is a literature review focusing on: the current state of research on school-based yoga interventions; a preliminary theoretical model outlining the potential mechanisms and effects of school-based yoga; similarities, differences and possibilities for integrating school-based SEL, yoga and meditation; practical implications for researching and implementing yoga in schools.

Research suggests that providing yoga within the school curriculum may be an effective way to help students develop self-regulation, mind-body awareness and physical fitness, which may, in turn, foster additional SEL competencies and positive student outcomes such as improved behaviours, mental state, health and performance.

Given that research on school-based yoga is in its infancy, most existing studies are preliminary and are of low to moderate methodological quality. It will be important for future research to employ more rigorous study designs.

It is possible, pending additional high-quality research, that yoga could become a well-accepted component of school curricula. It will be particularly important for future research to examine possibilities around integrating school-based yoga and meditation with SEL programs at the individual, group and school-wide levels.

This paper is the first to describe a theoretical model specifically focused on school-based yoga interventions, as well as a discussion of the similarities and differences between school-based yoga, SEL and meditation.

After completion of the case study, the students will be able to understand the complexity of diversification and market expansion strategies in a growing consumer-driven market context, apply strategic frameworks to analyze the Indian oral care market, analyze brand positioning principles to develop a marketing strategy for Aquawhite and evaluate and identify the pros and cons of the various decisions taken during market diversification.

This case study seeks to examine the market expansion dilemmas faced by Aquawhite, a brand in the oral health-care sector, and the role of key decision-makers in addressing these challenges. This case study aims to provide insights into the complexities of brand extension and market expansion strategies in the context of a developing consumer-driven market. This case study is structured as a qualitative analysis based on publicly available information, including Aquawhite’s historical data, market trends and industry reports. Additionally, insights from relevant interviews with key stakeholders within the company have been considered to present a comprehensive view. This case study highlights the dilemmas faced by Aquawhite as it navigates market expansion. It reveals the critical role of Nikhil Nanda, the managing director in addressing these dilemmas and shaping the brand’s future. This case study emphasizes the need for a strategic approach that balances market dynamics with brand identity.

This case study is suitable for use in undergraduate and postgraduate-level courses on marketing management and strategic management. This case study provides insights into brand development, market entry and expansion strategies. It can be used to discuss the marketing mix, segmentation and targeting, as well as competitive analysis.

Teaching notes are available for educators only.

CSS 8: Marketing.