FMCG distribution system in a flux

Large companies that set up the complex distribution system in the country are today faced with the challenge of handling a many-headed monster

In the little shop outside my office building sits Ranjeet. He sells cigarettes, sweets and an assortment of snacks including biscuits and cookies. I often replenish my office supplies with purchases from Ranjeet. Sometimes he runs out of my favourite cookie and his excuse is, “Market jaane ke liye time nahin mila, Saab! (I did not have the time to go to the market).”

Ranjeet belongs to the tribe of small retailers who are too small to be serviced by any company or any authorised distributor of a company. He has to do his weekly purchases from the wholesale market.