Improving FMCG Distribution in Peripheral Areas of Emerging Smart Cities: The Case of Gurgaon (Gurugram), India

This research paper aims at identifying and describing the improvements in the distribution models followed by FMCG Companies in peripheral areas of Indian smart cities. These midsized geographies are believed to be the epicenters of ever-growing consumer demand. Classification of Indian cities by m...

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Bibliographic Details
Published in:South Asian journal of management 2017-10, Vol.24 (4), p.109-121
Main Authors: Singh, Hardeep, Ahuja, Sanjog Singh
Format: Article
Language:English
Subjects:
Brand equity
Brand loyalty
Classification
Consumers
Distribution channels
Economic development
Fast moving consumer goods
Geography
Innovations
Market penetration
Marketing
Product life cycle
Purchasing power
Rural areas
Smart cities
Startups
System theory
Towns
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Summary:This research paper aims at identifying and describing the improvements in the distribution models followed by FMCG Companies in peripheral areas of Indian smart cities. These midsized geographies are believed to be the epicenters of ever-growing consumer demand. Classification of Indian cities by multiple sources was studied. The concept of product life cycle was used to classify cities. This classification helped to realize why emerging markets in smart cities are drawing attention of FMCG companies. Through secondary research, field work and observational research, possible improvements in distribution of products to the unorganized retail outlets were arrived at. The authors have also looked at best practices followed by all the leading FMCG companies in India and have made recommendations to adopt the most efficient models. Best practices followed by all the leading FMCG companies in India were studied and recommendations are made to adopt the most efficient models. The innovations enumerated can help increase the shelf off-take and optimize distribution in FMCG sector. Additionally, an FMCG distribution centric classification of Indian cities is proposed.
ISSN:0971-5428