Perfetting distribution

 Paresh Gujarati is a distributor of Italian confectionery major Perfetti Van Melle in the western suburbs of Mumbai.

 He does business worth Rs 10 lakh every month which, he says, is at least Rs 3-4 lakh more than what his peers make, who distribute competing confectionery brands. Gujarati is very enthusiastic about his work. He has reason to be.

 Ever since Perfetti revamped its distribution strategy a year ago, the company has doubled its depth of distribution. And it shows. Consider these numbers.

 Previously the company sold stock worth Rs 150-200 to a small retailer per week; today it supplies stock worth over Rs 400 to the same outlet. An outlet that stocks products of closest competitor Parry