Retail fragmentation is not new, but what is new is the way in which companies have to look at how they grow, Satyadeep Chatterjee tells Ritwik Sharma
Retail in India is highly fragmented and consumers vary widely in their preferences. How should fast moving consumer goods companies deal with this in a slowing market?
India has around eight to 10 million outlets. The best companies would have a direct reach of three-four million. Typically, they would each have around 5,000-4,000 distributors, and 1,000-2,000 sales officers. The biggest companies will have 3,000-4,000 salesmen. But despite all the investments in infrastructure, they, at best, go to three-four million outlets. So you have two challenges. One big challenge is how you maximise reach. Th