FMCG distribution in India

Authors

Y L R Moorthi

Document Type

Article

Publication Title

IIMB Management Review

Abstract

The key to success in the Indian markets, especially in rural areas, lies in distribution. Sustained performance of multi-national corporations like Lever and ITC as well as that of Indian companies like Tata and Nirma lies in their distribution strength. The FMCG distribution practices of Coca Cola and Cadbury are outlined.

Publication Date

1-4-1997

Volume

Vol.9

Issue

Iss.2-3

Recommended Citation

Moorthi, Y L R, "FMCG distribution in India" (1997). Faculty Publications. 1399.
https://research.iimb.ac.in/fac_pubs/1399