FMCG distribution in India

Authors

Y L R Moorthi, Indian Institute of Management BangaloreFollow

Document Type

Youth Forum

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.

Recommended Citation

Moorthi, Y L R (1997) "FMCG distribution in India," IIMB Management Review: Vol. 9: Iss. 2, Article 9.
Available at: https://research.iimb.ac.in/imr/vol9/iss2/9

Publication Date

4-1-1997

First Page

29

Last Page

36